Five Execs Launch Anomaly

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Five senior execs join the ongoing search for a new agency model today with the launch of Anomaly, a New York-based shop that bills itself as "an answer to the repeated calls for change in the marketing communications industry." The Anomaly team is made up of former TBWA Worldwide COO Carl Johnson; Wieden + Kennedy alum and freelance creative director Ernest Lupinacci; former Wieden + Kennedy/New York media strategy director Justin Barocas; and Andrew Kibble and Jason DeLand, both formerly of Grey Worldwide's branding division, G2 Worldwide.

Lupinacci, who has been freelancing for the last five years, says the point of Anomaly is, in part, to get past the tyranny of the television commercial that dominates the advertising business. "The advertising industry believes they're in the television commercials business, but they're actually in the marketing communications business," he says. "My frustration was that no matter who briefed me, and no matter what the brief was, any idea aside from television commercials was met with resistance. There's a lot of really cool, interesting things going on. To hear the agencies say it, media diversification is this problem to be faced, but we don't see it that way."

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