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The traditional agency model is like the weather. Everybody—and we do mean everybody—complains
about it, but no one does anything about it. The folks at Anomaly, however, have persuaded us that
they're not just another press release by shaking up everything—and we do mean everything.When the
three-year-old agency grew to a hundred people, Anomaly spun off an independent satellite, Another
Anomaly—with its own space, its own partners, and its own clients—just four blocks away from its
New York HQ.When they wanted to drum up publicity for pro bono client Keep a Child Alive, agency
staffers took turns camping out at the Apple store in Soho, landing the first spot in line for the new
iPhone—plus tons of free publicity and a big payday for the charity. The iPhone they bought, signed by
Alicia Keys, sold on eBay for $100,000. When Virgin America's crew members needed cool new luggage,
Anomaly cut a deal with Burton that actually made money for Burton and the agency by retailing
the custom luggage to the public. And when Converse needed a new agency? Well, they chose Anomaly.
As Johnny Vulkan, Anomaly's resident "commercial philosopher" explains, "It's really about provoking
thought about the future of how businesses will speak to their customers and the future of media and
technology.We think of ourselves more akin to Web 2.0 based businesses than to something from previous
creative industries in that we'll always be evolving, we'll always be changing."
Vulkan, on hiring: "Curiosity is a big thing that we look for in people. Trying to create a culture that is
inherently curious and finds ways to share that curiosity is very important to us. If you've got curious
people, you can't help but constantly be stimulated and broaden your thinking."