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.
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

Co-founder and editor of AdPulp. 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. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Escape Pod has a very cool ad in that issue too- illustrated piece that’s a lot different from your usual agency promo. (In a good way.)
    Wonder how long before the big holding companies try and copy Anomoly’s model.

  2. Good luck Anomaly, your business model is the only hope advertising has of surviving the approaching lifestyle revolution technology will enable.

  3. I’m all for new compensation models and new ways of working, but isn’t it funny that the medium chosen to make a big splash about all this new media awesomeness was, um, a good old-fashioned magazine? It’s kind of like using a horse and buggy to deliver your new automobile, no?