Anomaly, the agency that bills itself a departure from the industry norm, piled up nine finalist nominations for this year’s Digiday Content Marketing Awards, more than any other brand or agency on the list.
Anomaly’s campaign with MMRx, a flagship program of the Children’s Cancer Association, scored two nominations for its work with Bedstock, a music festival with zero budget that features various musical artists “playing from our beds for kids stuck in theirs.” Anomaly and Jolly Rancher also made the short list for its #KeepOnSucking campaign, which positions Jolly Rancher as the long-lasting hard candy you keep on sucking. The campaign captures sucky moments daily that a dumb joke and some candy can make better.
Our panel of judges, which included media and marketing professionals from Chobani, The New Yorker, Playboy, Huge and The Wall Street Journal, chose the finalists based on their adherence to four criteria: creative thinking, innovative thinking, consumer value and results related to KPIs.
One of this year’s judges, Kyle Brazzel, The New Yorker’s executive director of integrated marketing, spoke about the trends he saw in this year’s group of finalists. “From leveraging the second-screen experience to actively communicating with audiences not only outside a target but potentially even hostile to the message, I see brands feeling confident enough about their content marketing strategy to be taking some interesting creative risks, and trusting the audience to go along for the ride,” he said. “That also speaks to the increasing success publishers and agencies are having in persuading brands that content marketing is a completely different creative beast than advertising, and should roam on different terrain.”
In all, finalists were selected across over 25 categories with 8 new categories added to the mix this year. Other finalists include: Condé Nast, Chobani, Monster, Panera and other brands. Click here to see the full list, broken down by category.