Seven months after opening the doors in Canada, Anomaly has announced its appointment as global agency of record for international fashion retailer Mexx, with the Toronto office leading the way.
Anomaly’s Toronto office will partner with the international agency’s Amsterdam team to reinvigorate the clothing brand. Franke Rodriguez, president of Anomaly Canada, said that Canada has long been a top market for Mexx in terms of footprint and market sales.
The account was won after a request-for-proposal went out several months ago. The pitch was led by Anomaly’s Amsterdam office.
Rodriquez said new branding and communications strategies will aim to build business through advertising and new partnerships, with a heavy focus on digital and social media campaigns.
Karen Zuccala, the newly hired communications strategy director at Anomaly, has been tasked with steering the forthcoming Mexx campaigns. Zuccala joined Anomaly earlier this year, and was previously global director of media at Diesel’s Italian headquarters.
“It’s exciting to have an agency from Canada leading a global strategy,” said Rodriguez. “That really speaks to the Anomaly model and it’s great to be able to do that from here.” Rodriguez also said Canadian agencies once had to adapt global campaigns rather than lead them, but that times are now changing.
“This is more evidence of the appetite for progressive thinking amongst clients in Canada and beyond,” he said. “It is one of the most exciting times ever to be in the business. But new times demand new solutions.”
While Rodriguez could not comment on what those new solutions might be, Mexx CEO Doug Diemoz said in a press release that “[Anomaly’s] world-class brand experience, strategic thinking and breadth of creativity” made them an ideal partner.
