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Shifting Gears: Anomaly Earns MINI Business In Canada

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TORONTO, July 4, 2012 /PRNewswire/ — Two months after having opened up shop in Toronto, Anomaly has won the MINI Canada business.  The win comes two weeks after the announcement that Anomaly has also taken over all of the Budweiser Canada work, helping the agency get off to a fast start.

“Anomaly is absolutely thrilled to have earned the MINI business. It is a truly iconic, global brand with a strong heritage and a successful history of fantastic marketing and advertising. In addition to that, the MINI brand has a real personality and strong values which align very well with the Anomaly culture.”

The MINI win comes as a result of a very thorough RFP process for the brand and dealer advertising support in Canada.  Given the track record of marketing excellence MINI has enjoyed over their 10 years in Canada the iconic brand represents a magnet for the quality and breadth of talent that underpins Anomaly.

Adam Shaver, MINI Canada Director, said:

“We are very excited to begin our new partnership with Anomaly. The agency has a terrific vibe, and the creative ideas they brought forward demonstrated a true understanding of the MINI brand. They’ve proven that they have the talent to bring unique, cheeky, attention-grabbing and MINI-typical campaigns to market as we look forward to further growth in the years to come. At the same time, we are thankful for a great, decade-long partnership with TAXI, who have provided invaluable support over the years and played an important role in establishing the MINI brand in Canada.”

Recognized by Fast Company as one of ?The 50 Most Innovative Companies In The World,? Anomaly has built both a prestigious client list and a reputation for thought-leadership and creative excellence in the ever-changing world of communications.

Rodriguez continued:

“MINI is exactly the kind of innovative brand and client that is looking for a more progressive solution to the dramatically changed media landscape.  We will do everything we can to deliver world class work, across multiple mediums and channels, and continue the success story that the brand has built here in Canada over the past 10 years.”

Anomaly took over the business starting July 1st, 2012.



Founded in 2004, Anomaly is a difficult to define, but exciting to work at ‘new model’ agency with offices in New York, London, Amsterdam, and Toronto. The agency’s blue chip client roster includes American Express, Budweiser, Converse, Diageo, Dick’s Sporting Goods, Marriott Group’s Renaissance Hotels, Nike and P&G. Anomaly has recently been recognized for a very diverse range of work including two Emmys for a TV series the agency created, two Gold Effies for Media Strategy, a Cannes Lion, Cyber Lion & Mobile Lion, a Mercury Music Prize, and an Effie as a brand owner.

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