Most ad agencies would love to (and do) bill themselves as creative. In reality most are pretty similar and have pretty similar relationships with the businesses and brands they represent.
Anomaly is one of a very select new breed of agency that goes well beyond the standard client / agency relationship (other notable examples being Zag and Brooklyn Brothers). While many agencies have dabbled in sidelines Anomaly et al are putting their expertise to work for themselves and actively creating new brands in everything from fashion to media to personal alarms.
Here are a few examples:
- eos – a women’s skincare range (Anomaly)
- i/denti/tee – a line of t-shirts sporting music lyrics (Anomaly)
- Dogside – an online style brand for the urban dog (Zag)
- Fat Pig – an organic milk chocolate range (Brooklyn Brothers)
- Gently Elephant – a book ‘for noisy children’ (Brooklyn Brothers)
These new brands not only help generate revenues of their own but also act as calling cards for the agencies behind them. Blurring the traditional agency lines is probably not a bad thing either – as advertising itself becomes less effective, marketing must increasingly be built into the DNA of brands.
Site: www.anomaly.com
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