BBC Selects Anomaly for Top Gear Relaunch

By Erik Oster 

BBC appointed Anomaly as lead agency for the network’s new Top Gear, following a review, LBB reports. It’s unclear which other agencies participated in the process.

As part of a long-term partnership, Anomaly will be tasked with creating a global, integrated campaign hyping the relaunch of Top Gear this summer with a new lineup featuring Chris Evans and Matt LeBlanc. Anomaly will run the account out of the agency’s London office. The series relaunch, of course, follows BBC’s decision not to renew the contract of controversial former host Jeremy Clarkson last March.

“Anomaly impressed us with their smart, progressive thinking and their creative approach demonstrated how well they understand the personality of Top Gear,” BBC TV director of marketing and audiences Cary Wakefield told LBB.


“Anomaly exists to tackle big business challenges,” added Anomaly partner and chief strategy officer Stuart Smith. “Top Gear is one of the planet’s most loved shows, and it has history, so helping relaunch it is a task we’re relishing.”