Tuesday, February 13, 2007

Anomaly: Advertising Evolution

Has Anomaly NYC progressed marketing communications to its next natural stage?

The more markers and their agencies integrate established communications channels the more channels beg to also be included. Holding and group companies like WPP and Ogilvy or boutiques like Naked have devloped cross channel teams to ensure the right comunications mix.

This in turn however highlights the need to align the rest of the marketing mix: staffing and process, companies like the Ingram Partnership blend business consulting with communications planning to offer this hybrid service.

The next logical step is of course product development. Anomaly is selling an all-in-one package of services for advertising, product design, strategic consulting, and technology licensing. The remuneration structure is interesting; not fee based or, god forbid, a percentage of media spend but they believe in the partnerships with their clients so they a percentage of sales or equity.

Business 2.0 Magazine inteviews Anomaly founder Carl Johnson on the the next agency model.

Interestingly this is pretty much the role that advertising agencies played in the past - see Stephen Kings invention of Mr Kipling - but as roles and remuneration fragmented and became even more specialised we lost sight of this and our place at the top table.

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23 comments:

Amelia said...

Most of the smart people who I used to work with/know in New York now all work at Anomaly. It is such an interesting agency model and it amazes me that more people don't know about it here in UK. Chatting with the editor of Campaign, who said she had heard of it but did not really know anything about it!

Giles said...

I stand corrected, I met up for a drink with Jon Ingram and talked about their new agency model. They also have product development as a core skill. ingramconsumerdynamics.com operate out of NY.

Vincent said...

Indeed, it's a very interesting model. It’s something that can bring agencies back in product development and obviously business issues. Maybe agencies can sit in board room again… By the way, if you have any resources related to anomaly and their model, please drop me an email.

Thanks

Adam said...

Hey Giles,

My twitter quip regarding Anomaly was a joke, obviously.

@vincent

Some Anomaly stalking in my del.icio.us account.

http://del.icio.us/adamcrowe/anomaly

Kyle said...

My friend had worked for Anomaly a year ago, from him I came to know about the awesome strategies of the company. Hope I also can join that company. In this age of complete package if they are going to provide such an all-in-one package like us (we provide on "Home Business"), the cutomers will be really happy to find all quality services at same place.

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