Since its inception ten years ago, Anomaly has been an agent of change, knocking down structural barriers, advancing business models, questioning preconceived notions and tearing down the entrenched silos of the marketing communications landscape. Today, true to this thriving mission, Anomaly takes direct aim at ‘The Last Silo.’ The Hispanic Silo.
Reflecting the seriousness of this intent, Anomaly has issued its manifesto addressing the industry at large and laying out this argument:
The Last Silo
Silos by their nature are bad. They stifle potential. They stand there all tall and rigid. They breed homogeneity. They solidify a bureaucratic mindset, one obsessed with titles and structure, over talent, ideas and results. As we look to the future we cannot help but be inspired by the changed dynamics of America today. We are a more pluralistic, more progressive, more cultured nation.
Now comes the last silo. The Hispanic silo.
As of today we are taking dead square aim. We are creating a very different mission. A mission to make Anomaly a company that can credibly and relevantly communicate with everyone in America. Equally. We will not isolate Hispanic Marketing. Our approach is to live at the intersection of multicultural strategy and progressive ideas that lead to hyper-cultural activation and execution. The intersection with the most challenges and also the most value for agencies and clients.
There is no separate company.
No separate department.
No separate name.
It’s the right thing to do.
For the industry.
Heading up this transformational new approach to Hispanic marketing, Anomaly has hired senior management and creative executives: Giovanni Villamar, previously at Dieste; and Mauricio Galván previously at d expósito, Totality HAVAS and Vidal Partnership.
Giovanni commented, “What is energizing, is the opportunity to impact client’s total business strategy from the inception of the brief, and not have something 'handed down... for adaptation.’”
Founding Partner, Jason Deland added, “With the U.S. now having the second largest Spanish speaking population in the world – the demographics, buying power and cultural influence are undeniable. There is simply no option for progressive companies but to change.”