Anomaly: Not Just another Ad Agency
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Case Details:
Case Code : BSTR341
Case Length : 11 Pages
Period : 2004-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Anomaly
Industry : Advertising
Countries : US, UK
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Introduction Contd...
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One of the owners of Anomaly, Carl Johnson (Johnson)
explained, "We conceived the business and now we manage the overall business. We
work as the marketing director and general manager. We oversee everything from
banking, Web and production to design."5
Anomaly was established in 2004 in New York by a group of experienced admen. The
firm had an unconventional approach to business.
Aside from developing marketing
campaigns for clients, Anomaly also served as a venture capitalist/brand
incubator who worked with clients or on its own to develop new products and
build new brands.
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It aspired to create Intellectual Property (IP) both for itself and its clients, which could be licensed to third parties for a fee. It did not follow the customary pricing by the hour system followed by most ad agencies, choosing instead to enter into customized compensation agreements with its clients. Anomaly also claimed to have a diverse skill set, as compared to other ad agencies, with specialists in areas ranging from product design to mobile technology, on its staff.
Over the years, Anomaly had worked with well known companies like The Coca Cola Company (Coke), Virgin America Inc. (Virgin America) , etc., apart from several other small and upcoming companies...
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