MLB Tabs N.Y.-Based Anomaly As Its New Multimedia Creative Marketing Agency

MLB on Thursday named Anomaly, N.Y., its new multimedia creative marketing agency. Anomaly will work with the league to create a new campaign for the upcoming season, including executions to promote all Jewel Events (Opening Day, All-Star Game, Postseason and World Series). Anomaly also will work closely with MLB Network and MLBAM to create a cohesive theme for marketing efforts across all MLB entities. Anomaly has previously created baseball-themed campaigns for Dick’s Sporting Goods and Budweiser. BBDO and Hill Holiday previous worked on the MLB account (THE DAILY). AD AGE's Maureen Morrison noted Anomaly picked up the account "without a formal review." The agency's "win is the latest in a string of new accounts" within the past year, including Panera, Android, Duracell and Johnnie Walker. Data from Kantar Media shows MLB "in the first 10 months" of '14 spent about $24M "on measured media," compared to about $28M in '13 (ADAGE.com, 2/5).