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Franke Rodriguez of Anomaly: We Are Very Selective About Those We Work With
Liz Unamo| 18 de mayo de 2018
Franke Rodriguez Anomaly
Franke Rodriguez, CEO of Anomaly in New York and Toronto, believes the agency’s success lies in asking unusual questions and bringing heterogeneous talents to the table. “The name of our agency indicates difference, deviation and change,” he said. “For us it meant starting an agency whose total purpose was to change the way marketing has historically been done so as to come up with more intelligent answers for brands.” The agency, which has been in the market for 10 years, ventured into Hispanic marketing two years ago. “We called it breaking the last silo and said we were going to bring in people from the Hispanic segment to make sure of having the right conversations at the right time. We wanted to be certain that all our clients communicate with absolutely everyone in the U.S.,” Rodriguez said.As a result, Anomaly was soon adopted as the creative agency for Diageo’s Johnnie Walker and other clients that bet on its multicultural approach. “It was a challenge to advertisers’ usual habit of employing separate agencies for the general market and the Hispanic market, and since this is a new and different advertising model, it still poses a challenge for some people.” At Hispanicize the executive, along with Anomaly VP Stephanie Jacoby, presented the creative case history of Diageo’s Johnnie Walker. “We are very selective about those we work with. So we ask ourselves five questions…which means we generally say ‘no’ more than ‘yes,’” Rodriguez said.
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