One of Adweek’s Agency of the Year "Insurgents" is about to embark on phase two of its history, having sold a majority stake to Miles Nadal’s MDC Partners.
Anomaly, known for its work on Converse and, more recently, Budweiser, was formed six years ago and has been fiercely independent since then. One of the shop’s founders, Carl Johnson, echoed this when announcing the deal, saying, “Given the degree of independence we have all become used to, it was essential that we are 'fueled,' not 'controlled.’”
The nature of the deal reflects MDC’s stated approach of being in partnership with the agencies in which it holds a stake, rather than taking full ownership and control.
Johnson told Adweek: “Essentially it’s business as usual, apart from a few very positive accelerants on what we currently do. We continue to innovate, further increase talent and expand our geographic footprint, which we know will be important for extending our client partnerships.”
To say MDC has been on a buying spree recently would be an understatement. The company has been expanding the network that is part of its key New York agency, Kirshenbaum Bond Senecal + Partners, including the purchase of PR firm Kwittken & Co. In addition, MDC most recently purchased Los Angeles and Amsterdam-based agency 72 and Sunny in a deal that was announced on Dec. 13.
Anomaly has offices in London and New York.