We’d Rather Invent the Next Vitamin Water…

I’m glad The Escape Pod sent me the March issue of Fast Company. It’s nice to leaf through and see innovative companies celebrated for their contributions. It was also a terrific media buy for The Escape Pod.
Google and Apple top the list, but the magazine names New York anti-agency, Anomaly, the 24th most innovative company in the world.
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image courtesy of Chet Gulland
So what makes Anomaly a Fast Company darling? The fact that these guys truly own their talent.
The message they’re sending via their 21st century compensation model is as clear as it is cocky. Normal ad people are happy to make a percentage or a fee, but Anomaly, not so much. They claim their ideas are capable of moving one’s business to another level; ergo, a mere fee will not suffice as payment for marketing service rendered. We must be partners, they say. That they can and do say this, means Anomaly has muscle–and that’s not an attribute native to the ad clan.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.