School Reports 2017: Anomaly London

  • Freeview

    Freeview

  • 12 Days of Christmas

    12 Days of Christmas

  • Cancer Research UK

    Cancer Research UK

  • Gordon's

    Gordon's

of

Score: 7
Last year: 7


How the agency rates itself: 7

It has taken an awfully long time for Anomaly London to gain its equilibrium. But, having done so in 2015 after the arrival of new-business whizz Camilla Harrisson in late 2014, the agency showed every indication of sustaining it in the year that followed.

With a management team taking shape, the agency’s improved creative output and new-business record smacked of effort that was bearing dividends.

The agency’s "Right now" spot for Cancer Research UK was Campaign’s first Pick of the Week in January, pointing to a strong relationship between agency and client. This was confirmed when Anomaly was appointed to handle the charity’s Race for Life events in May at Mother’s expense.

And although the agency lost out to Fallon for Expedia’s pan-European business, there were significant compensations. Most notably with the appointment to create a global campaign for BBC Worldwide ahead of the new series of Top Gear.

It also fought off Karmarama and 101 to snatch Freeview’s creative account, heralding an intensive £15m TV campaign that began in October and will result in 300 executions being aired over the course of 12 months.

Anomaly even managed to bring some creative thinking to its relationship with fashion website Lyst, in which the agency has taken a stake in return for not charging fees for its services.

Meanwhile, Anomaly’s creative department got a more sharply defined structure as Alex Holder stepped down as joint executive creative director, leaving Oli Beale in sole creative command. The department was bolstered with Joe Corcoran’s arrival from Wieden & Kennedy as creative director.

Holder is continuing as a cultural ambassador for the agency, identifying and attracting talent, and is acting content director at Hearst’s Elle magazine, following her involvement in the "#morewomen" campaign.

Anomaly is heading the right way. All it has to do is keep going.


How the agency describes its performance this year, in 75 words or less

It’s been our best year yet, both in terms of creative output and client growth. And we’ve had an influx of incredible new talent. All of which means we’re now suffering from overcrowding. Time to move house.

How the agency describes its year in a tweet

Another successful full rotation around the sun.

Score key: 9 Outstanding 8 Excellent 7 Good 6 Satisfactory 5 Adequate 4 Below average 3 Poor 2 A year to forget 1 Survival in question