NEW YORK Anomaly has joined The New York Times' roster of advertising agencies and created ads for this week's launch of TimesSelect, an enhanced Web-based service linked to the newspaper's main site, the client said.
Other roster shops include Digitas, which handles direct marketing duties, WPP Group's The Bravo Group, which is responsible for Hispanic advertising, and Razorfish, which performs Web design duties, a client representative said.
Anomaly's TimesSelect campaign features print, Web and radio ads that use the theme, "Upgrade your relationship with The New York Times."
"We work with many different agencies," said the client representative. "We're always seeking fresh and original ways to attract new readers and communicate with our current ones."
The Times spent about $35 million in major measured media last year and nearly $20 million through the first six months of 2005, according to TNS Media Intelligence.
"The New York Times has iconic status and we're delighted to be given this responsibility," said Carl Johnson, co-founder and partner at Anomaly, a New York independent whose other clients include Coca-Cola's Dasani. "With seismic shifts in the media landscape taking place, this is a great opportunity to apply our understanding of how content, channels, design and technology are inextricably linked."
Anomaly was hired after the New York client split with Interpublic Group's Foote Cone & Belding in May. FCB's New York office worked on the newspaper's advertising for about seven months.
FCB had inherited the business from sister shop Lowe in October 2004—20 months after Lowe became lead creative agency via its merger with sibling Bozell. Bozell's relationship with The Times dated back to 1983.