Another Anomaly is a response to the market demand for the Anomaly model and the relentless hunt for talent and breakthrough ideas. This philosophy to growth confronts the reality that in most of the communications industry, scale and quality are opposing forces. This approach allows the company to bring in more and more senior people to get involved with both clients and the stream of entrepreneurial business ventures.

The typical advertising agency views a client's needs through the lens of its own core capabilities and fixed resources. As a result, despite the complexity and diversity of the client's problems, the agency invariably arrives at the same solution: a 30 second television commercial.

This shouldn't be a surprise, since, from the agencies' point-of-view, the client "must" do advertising, because that is the service an agency is designed to provide and the one that affords the agency the greatest profit.

On the other hand, while Anomaly is more than capable of doing "traditional advertising," we're not ideologically or infrastructurally compelled to, because our business model permits us to manifest our capabilities and choose our resources through the lens of the client's needs.

Holding companies tend to be a collection of silo-like fiefdoms based on individual disciplines-the ad agency, the design group, the media department, the direct marketing division, etc.-that all have different P&Ls and agendas.

What this means for the client is that the resulting end product of their collaboration isn't necessarily an objectively conceived, truly integrated solution, but more likely and unfortunately, a discipline-centric solution that is awkwardly integrated across categories as best as possible (eg, an elaborate TV commercial posted on the client's website).

In the case of Anomaly, the partners share a common goal, and a single bottom line that isn't influenced by our personal or professional self-interests. Consequently, we contend that the best solution is the most effective and appropriate solution, regardless of whether or not it occupies one or more categories in the advertising award show circuit.
At least that's how we were raised.

One of the founding principles of Anomaly is that creative and media are inseparable and function as two halves of the same whole. And so, because content can only exist within the context that supports it, when the message and the medium are considered and used in concert, it is impossible to discern where the creative ends and the media begin.

With insightful planning and meticulous execution the power
of the resulting communication is amplified beyond traditional parameters.

Because the Anomaly model is so drastically different, there is no single entity that we see as a main competitor.

Of course, if that hyperbole-ridden, gross generalization doesn't work for you, we'd say that if Crispin, Porter + Bogusky was called Crispin, Porter, Ideo + Rem Koolhaas, we'd have our hands full.

But frankly, we're much more focused on collaboration than competition. Anomaly requires collaboration, so we'll work with anyone and everyone in order to generate the best solutions.

Clients we've talked to seem desperate for an alternative. And while the reality is that the industry as a whole is evolving, albeit glacially, nobody is really focusing 100% on doing it.

Moreover, we believe that if you're good, any time is the
right time.

Anomaly isn't pursuing specific industries and categories. Rather, we're looking for the opportunity to conceive and produce transactionable ideas with entrepreneurial partners.