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Anomaly | Agency Profile, Contacts, AOR, Client Relationships

Service: integrated

Main Telephone (917) 595-2200
Main Fax (917) 595-2299
Primary Address
536 Broadway
11th Floor
New York, NY 10012

Anomaly Contacts

Contacts (5/77)
Name Title State
Justin B. Founding Partner NY
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (917) 595-2200
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 536 Broadway
11th Floor
New York, NY

Carl J. Partner & Chief Executive Officer NY
Johnny V. Founding Partner NY
Jason D. Partner & Co-Founder NY
Mike B. Partner & Chief Creative Officer NY

Client Relationships

Brand Service From To Media Spend
******* creative, digital 2014 present *******
******* **** AOR - creative, digital 2014 present *
********-***** *********, ***. creative 2014 present ********
***** ***********, *** Creative, Digital, Experiential 2016 present *******
********** Creative 2017 present *******

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Digital Opps: Diesel taps Anomaly as global AOR, continues targeting millennials

Subject: Digital, print, TV, social media, ecommerce, video

Company: Diesel, headquartered in New York City, is the maker of upscale jeans and casual clothing sold in more than 80 countries through department stores and specialty retailers, as well as at about 400 company-owned Diesel stores globally. 

Opportunity: Selected Anomaly, Amsterdam as global AOR, which comes six years after the agency teamed up with the apparel brand for its "Be Stupid" campaign. The shop's newest work for Diesel is set to debut in February and will feature the apparel brand's upcoming spring and summer collection. The new fully-integrated campaign will run across TV, print and digital platforms. Keep in mind that Anomaly has already been working with Diesel for a few months to develop a strategy that the brand says "transcends fashion and leverages culture" in a way worthy of 2020 consumers." 

As Diesel continues evolve its imagine in the thriving digital age, look for the upcoming campaign to follow a similar pattern of its most recent work. The recent campaign debuted in January for the brands spring/summer 2016 collection and was full of digital references to things like social media, emojis and online dating culture. So, look for the upcoming work to focus heavily on engaging millennial shoppers.

Although Diesel is focusing a lot of attention on the image of the digital and e-commerce age, it's spending the largest portion of its ad budget on print, according to Kantar Media. However, this will likely change soon, as print dollars have decreased since last year and digital is on the rise. In fact, since January, Pathmatics reports that Diesel has spent $814,700 on digital display, which is a huge jump from the $25,900 it spent during the same period last year. 

Therefore, fashion and lifestyle focused- sellers should begin reaching out now to secure upcoming campaign TV, digital and print dollars. Sellers should pitch fashion-focused millennial engagement strategies. Continue seeking digital and e-commerce revenue even after the campaign has launched, as this is likely where ad dollars will go next. 

Additional Insight

Incumbents:  Last January, Diesel worked with Spring Studios to promote its spring/summer 2016 collection, and in recent years, the brand has worked with  Amsterdam agency SuperHeroes and Shanghai- based Fred & Farid.

Digital Breakdown: Since January, Pathmatics reports that desktop ads have taken the largest portion of display spend, followed by mobile and then digital. All three channels placed ads 99% site-direct. Top desktop ad destinations include, (IAC),, (Hearst Digital) and (Hearst Digital). 

In comparison to the same period last year, Diesel only ran display on desktop and mobile, with desktop still taking up the largest portion of spending. Ads were placed 64% site-direct for desktop and only 36% direct for mobile. 

220 West 19th Street
New York, NY 10011
(212) 755-9200

Riccardo Bellini
Chief Marketing Officer
(212) 755-9200

Barbin Mayhew
Director, Marketing - North America
(212) 755-9200