• by Larissa Faw , October 16, 2018

Anomaly is introducing a new cultural marketing initiative that it believes is somewhat different from traditional siloed multicultural divisions. It’s created a new dedicated team that will sit in on client strategy/creative sessions to contribute additional culturally-infused insights.

This new team is designed to help brands incorporate contemporary culture into its strategic marketing efforts, including music, technology, entertainment and sports, as well as to help broaden their outlooks in areas such as diversity and identity.

“As true business partners to our clients, it is imperative that our strategies and ideas drive effectiveness,” stated Franke Rodriguez, partner/CEO, Anomaly. “That’s not truly possible without a full understanding of the forces driving culture.”

Jeff Beck will head up the team as group planning director/director of strategy, cultural marketing. The 15-year advertising industry veteran has spent the last six years at The Community in Miami, where he led their cultural strategy practice and worked with brands such as Verizon, Modelo Especial, Hornitos, Tres Generaciones, Red Bull, Converse and Dominos.

The agency also has tapped Anomaly veteran Damien Reid to assist Beck in building the initiative. Reid will retain his group business director title while adding the responsibilities of managing director, cultural marketing.

"We want to further focus our energy on the actionable happenings and shifts in culture where our brands, and we as an agency, can have a purposeful role," says Rodriguez.