Squarespace has selected MDC Partners’Anomaly as its lead creative agency, following a review, tasking the agency with creating an integrated campaign that includes a Super Bowl spot. While media buying will remain in-house at Squarespace, Anomaly will also be tasked with handling media and business strategy.
“With more people than ever looking to create their unique online brand, we’re hoping to capture even more attention by launching a fully integrated campaign across all channels, with the highlight being Super Bowl 50,” Squarespace founder and CEO Anthony Casalena told Adweek.
It will be the brand’s third consecutive Super Bowl appearance, following W+K New York’s Dudetastic spot starring Jeff Bridges last year and an in-house effort the year prior. Anomaly, notably, has created the puppy-centered ads for Budweiser for the past two years that have been among the most popular aired during the big game. It’s possible the agency’s history of Super Bowl successes factored into Squarespace’s selection as the company’s strategy is to leverage such “cultural tentpole moments” for its broader campaign. The appointment follows rival Go Daddy’s selection of TBWA\Chiat\Day as its global creative agency earlier this month.
Squarespce spent $25 million on measured media in 2014 and $15 million in the first half of this year, according to Kantar Media.