Anomaly, Virgin America to Go Separate Ways

NEW YORK Anomaly is splitting with Virgin America, a startup airline that hired the New York shop in 2004.

A client representative said today via e-mail, “Virgin America and Anomaly have mutually agreed not to renew their agency-client contract for 2008. Following the successful launch of the airline and three years working together across many areas of the business, the decision was made to mutually part ways. As we’ve built out our in-house marketing department, including moving brand partnerships in-house, the scope of work for Anomaly narrowed.”

The client in Burlingame, Cailf., has “no plans yet” for a review, the rep added.

The airline is also said to be using Eleven, a San Francisco shop, for projects.

Past major media spending for the airline is relatively small. Virgin America spent less than $2 million last year and almost $3 million in the first nine months of 2007, according to Nielsen Monitor-Plus. (That said, the airline didn’t start flying until August.)

Virgin America’s split with the incumbent will take effect in January, said Jason DeLand, a partner at Anomaly.

“We decided to amicably part ways and wish them nothing but luck. We loved working on the business with them,” said DeLand. “The split was due, though, to taking away key business model opportunities where Anomaly could profit in an entrepreneurial way.”

Previously, Anomaly got a portion of the revenue generated by the sale of certain Virgin America products, on-board entertainment and entertainment sponsorships that the independent shop developed, DeLand said.