School Reports 2018
[Extended edition]
Anomaly London

Anomaly London

Type of agency & ownership:  Creative agency, part of MDC Partners
Nielsen billings 2017: £44m (+28%)
Declared income: n/s
Total accounts at year end: 10
Accounts won: 3 (biggest: Electrolux)
Accounts lost: 1 (Universal Media Group)
Number of staff: 90 (+80%)
Key personnel: Camilla Harrisson, partner and chief executive; Stuart Smith, partner and chief strategy officer; Oli Beale, partner and executive creative director; Nicky Russell, chief operating officer; Simon Robertson, head of comms strategy
Star player: Simone Mascagni, creative

Year in review

It was another year of steady progress at Anomaly, which, after a period of drift, has firmly found its place in the advertising ecosystem.

The year began with Anomaly securing the prized Virgin Trains account, although its debut campaign wasn’t necessarily to everyone’s taste and garnered the independent shop a rare "Turkey of the week".

Fortunately, its other output was more dynamic – a highlight being its groundbreaking "Live from the inside" spot for Cancer Research UK, the world’s first ad shot live inside the human body. The agency’s follow-up work, "Cancer is happening right now", grabbed the attention of juries, too, winning in the integrated category at the Campaign Big Awards.

Other account wins were also satisfying, with Lloyds Banking Group handing the shop its Bank of Scotland business, and Electrolux shifting its work to Anomaly. In a sign of just how far the agency has come, it also made it through to pitch against Bartle Bogle Hegarty for Costa Coffee, showing it is more than capable of competing against the bigger guys.

The only loss was Universal Music Group, which it claims was a project anyway.

Camilla Harrisson, a long-term advocate of equality, has led the charge in making the agency more diverse. Anomaly tied up with Sulaiman Khan’s This Ability network as official partner, with the aim of making adland more inclusive of those with a disability.

Anomaly is proving to be a progressive force for good. One big account win in 2018 would mean it had really hit the big time.

Agency's Year In A Tweet

"Growing. Moving. Experimenting. Never a dull moment."


Score this year: 7
Score last year: 7
How the agency scores itself: 7
Management strength: 8
Creativity: 6
Innovation: 6
New business: 7
Diversity: 8

Business performance and accounts

Gross income

Latest: n/s
Previous: n/s
Change: n/s

Operating profit

Latest: n/s
Previous: n/s
Change: n/s

List of total accounts Retained:


Cancer Research UK

Diageo (Gordon’s / Captain Morgan)



Lloyds Banking Group

Race for Life (Cancer Research UK)

Virgin Trains




Top three spending accounts:

Electrolux (n/s)

Lloyds Banking Group (n/s)

Virgin Trains (n/s)

Number of retained accounts: 8
Number of accounts that are projects: 2
Biggest win: Electrolux (n/s)
Biggest lost: Universal Music Group (n/s)



Haymarket award wins

Campaign Big Awards: 2