Anomaly in the UK seems to be putting on a spurt since Camilla Harrison moved from a top role at M&C Saatchi to become CEO and a ppartner.
The agency, majority owned by MDC Partners, has won fast-growing fashion website Lyst (below) to add to recent wins Trainline (June), Cancer Research UK (July ) and Gordon’s Gin (August) following competitive pitches.
Anomaly, which signed up with MDC years ago, now has offices in New York, London, Toronto, Amsterdam and Shanghai, testimony, presumably, to MDC investment. Its other clients include Budweiser, Converse, Diageo, Google, Marriott Hotel Group, Nike, Universal Music Group and P&G. MDC recently dispensed with the services of scandal-hit CEO Miles Nadal.
Pretty impressive therefore although London had been slow to take off before Harrison’s arrival. This has been the case with most of the US agencies that have landed in the UK in recent years, including big names Droga5, Mcgarrybowen and another MDC agency Crispin Porter.
Lyst has some pretty blue chip backing itself, from the likes of Accel Partners (Facebook, Spotify), Balderton (Yoox, Net-A-Porter Group) and DFJ (Skype, Hotmail). It cklaims to be growing by 300 per cent a year and have 25m users.
Head of brand & communications Joanna Christie says: “We spent the first four years focused on building the Lyst product and when we turned our attention to the brand we wanted to work with a communications partner who shared our values as a challenger brand. Disruption is core to our DNA, in the same way that thinking differently is for Anomaly, and we are excited to create engaging and innovative campaigns that resonate with the consumer and industry as a whole.”