Telemundo, the official Spanish-language home of the 2018 FIFA World Cup Russia, has selected Anomaly to lead the strategy and creative for the broadcast of the event, following a formal review involving several agencies, including pure Hispanic-only agencies. There was no incumbent.
Anomaly’s New York office will run the business, with the assignment beginning immediately as the network prepares to broadcast the FIFA Confederations Cup Russia 2017 this summer.
After being on Univision for more than 40 years, the FIFA World Cup is jumping to competitor Telemundo, owned by parent company NBCUniversal.
Bill Bergofin, SVP of brand and content development, recently joined Telemundo from NBC Sports in Stamford, Conn., to lead Telemundo Deportes. Bergofin confirmed Anomaly’s work will run on NBC’s English-language properties, as Telemundo seeks to reach a wide audience for likely the biggest sporting event of 2018.
Telemundo says a key reason it selected Anomaly is because of the agency’s Last Silo approach of weaving Latino cultural insights into everything Anomaly does.
“Our progressive view of the Latino audience is aligned with Telemundo’s mission of representing an authentically Latino-American experience," says Giovanni Villamar, managing director, Anomaly. "We were set up because the traditional solutions are all becoming less and less effective and the old approach to Hispanic Marketing needs fresh thinking. We are incredibly proud of this appointment."