Updated: Bud Light chooses Anomaly for creative

The Labatt beer moves to the new Toronto agency, following a similar move by Budweiser back in June.

Anomaly will take over creative duties for Labatt’s Bud Light following a review.

The agency was chosen for its strong strategic planning, creative development and connection planning, said Todd Allen, marketing director, Bud Light, in a release. It will take over all creative, including digital and traditional advertising, says Franke Rodriguez, partner and president, Anomaly. He adds that work will be expected to hit the streets early next year.

“Bud Light is a fantastic brand that has marketing and advertising year-round, and they’ve got some exciting plans for next year,” he says.

This is the second Labatt account win for the new Toronto agency, which opened its doors in April. Back in June, the beer co moved all of its Budweiser creative from Grip (which also handled the Bud Light creative), to Anomaly, mirroring its global AOR creative agency.

This caps off a prosperous summer for the newcomer agency, following the announcement of its win of the Mini account for BMW in July.

“We weren’t even planning to pitch these things,” says Rodriguez. “You hear about an opportunity or an account going up for a review, and it made sense for us as an agency, [it was] brands that we know. We didn’t open up the office saying, ‘here’s the plan, four big wins in three months.’ I wish it were that easy.”

The agency still hasn’t named a creative director yet, but Rodriguez says they’ve identified some top candidates to join its growing crew (which currently sits at 35) and expects to make an announcement within the next four to six weeks.

Image: A still from an Anomaly Budweiser campaign, created by the agency’s US office, that aired in Canada during the Super Bowl back in February.