Home / Advertisers / Anomaly debuts for Lyst as Paddy Power ‘mischief maker’ Woolfenden joins as CMO

Anomaly debuts for Lyst as Paddy Power ‘mischief maker’ Woolfenden joins as CMO

principal_201510260614329a1faea33de8e0dbd858cfa7d6254493Anomaly has unveiled its first campaign for e-commerce fashion site Lyst at the same time as Lyst has announced the appointment of Christian Woolfenden (left) as its first CMO.

Which should be lively: Woolfenden was formerly MD of bookmaker Paddy Power where he also oversaw marketing, in particular the rather hit and moss ‘Mischief’ campaign. Before joining the noisy bookmaker he was global brand director of Bacardi. Paddy Power is merging with rival Betfair.

Woolfenden must think Lyst is going places, his move has parallels with that of Jonathan Mildenhall from Coca-Cola to fast-growing hospitality business Airbnb. Marketers may find the route to the board in established companies far from easy but they’re evidently in great demand at ambitious start-ups.

Anomaly enjoys rattling cages too so may find it gets on with Woolfenden (although Paddy Power has used a roster of agencies).

The first Anomaly campaign for Lyst is one such, Using headlines including ‘Rip Off,’ ‘Pointless’ and ‘Drop More Acid.’ The latter, below, is designed to persuade New York fashionistas to buy more ‘acid washed denim, as their London counterparts supposedly do.

The campaign in London and New York is mainly outdoor with print, experiential and a big social media element. The photographer is Charlotte Wales.

Lyst co-founder and CEO Chris Morton says: “Our success to date has been driven by marrying insights from data science with the emotional nature of fashion. The campaign is a manifestation of this; in it these two worlds are combined in a seemingly dissonant form, celebrating the power of beautiful fashion imagery and the intelligent insights into the fashion consumer’s behavior. As a challenger brand we wanted to ensure our marketing was as disruptive as our product.”

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