Anomaly Is Adweek's 2022 US Agency of the Year

Though selective in taking on new work, the shop is mastering convergence

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In the back of their minds, most agency leaders are doing math. Figuring out how many pitches they must invest in is a preoccupation. “It’s just about survival, right?” Franke Rodriguez, Anomaly’s New York CEO, posited.

But Anomaly’s leaders aren’t worried about that.

Last year, the creative agency declined 60% of new business opportunities. It’s in a position to say no, according to Rodriguez, who would rather go “all in” winning a handful of pitches than cast a wide net.

“If we want three new pillar clients this year, then we should really only do three to five pitches,” he said.



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This story first appeared in the Dec. 12, 2022, issue of Adweek magazine. Click here to subscribe.