Berlin, 21 September 2021 - Anomaly Berlin has announced the appointment of two notable global talents to expand its leadership. The incoming team members will help drive Anomaly’s ongoing mission to be the acknowledged ‘change agent’ in the communications industry. Acclaimed US creative director Azsa West arrives to take the role of Executive Creative Director, joining from Wieden + Kennedy Portland, where she spent over fourteen years with previous stints in Tokyo and Shanghai. West is joined by former Sitzfeldt CMO Nadine Müller-Eckel as the agency’s new Head of Strategy. These two high-profile hires will strengthen Anomaly Berlin’s unique combination of a global perspective supported by deep European and German roots. The Berlin office has tripled in size in the last two years - seeing exponential growth throughout the pandemic. This is a direct result of strong organic growth from existing clients and several new clients, most of which have come in without pitch. The agency is now working as a strategic business partner and developing innovative communication solutions for leading Global brands such as Rimowa, Zalando, L'Occitane en Provence, Nespresso, Diageo, Sony, Google and more.
West, her wife, son and two cats will be moving to the German capital in September and will head up a strong international and German creative department. Originally hailing from California, she has established herself as a true global talent, having worked in Portland, Shanghai, Tokyo and Berlin – a city so close to her heart that its name is tattooed on her arm. West's originality and creativity as both a director and a creative director has seen her receive close to forty awards, including seven at Cannes Lions, twelve from the One Show, six Webby's, two from D&AD, three more from AICP, five from Spikes, an Andy and a Clio. Alongside that, she was awarded YouTube's Ad Leaderboard Gold for Nike's Impossible to Ignore, and she was named as a 'Creative You Need to Know' by Adage. Her widely acclaimed body of work includes campaigns for the likes of Nike, Levi’s, Coke, Burberry, Disney, Old Spice, AirBnB, P&G and Instagram. As an artist, Azsa has exhibited 17 exhibitions since 2006 at amongst others the Pompidou in Paris, Art & Science gallery in Tokyo, Los Angeles, Portland, New York and Brazil. A book of her drawings, “Nature Study on Lonesome Island”, was published in 2011.
With a proven track record at German agencies (Aimaq & Stolle, Jung von Matt and Heimat), international networks like R/GA and TBWA and a CMO role at Direct to Consumer company Sitzfeldt, Müller-Eckel brings a wealth of experience across brand, communications and digital strategy. Outside her day job she holds numerous positions aligned with Anomaly’s commitment to diversity and sustainability, including a seat on the board of Klim (a regenerative agriculture company), an advisor to the Berlin Founders' Fund (with a particular focus on initiatives to support female founders) and a founding member of OhYouWomen.org. Both West and Müller-Eckel join Simon Owen, Partner and CEO, to complete the leadership line-up in Berlin. Azsa West, Executive Creative Director, Anomaly Berlin: “I've had a crush on Anomaly from afar for some time now. They know who they are and how to solve a problem. Answers come in all shapes and sizes and as a company, they are not afraid to go beyond what's expected. We're living in a time where everything we know is changing on the daily. As a creative person, Anomaly's sense of openness resonated with me. Their unconventional approach, ingenuity and curiosity are what got me. I'm excited to jump in and take things to the next level. It's an honor to build something with them.” Nadine Müller-Eckel, Head of Strategy, Anomaly Berlin: “Anomaly’s DNA and approach are simply unique. I’m incredibly grateful for being given the opportunity to apply this approach, with creativity as the key driver of client’s business success – no matter the solution – in order to create cultural impact for brands. Contributing to this success in Germany and internationally, being part of a company that is not only claiming diversity, inclusion and equity but actually living it, is something I am truly looking forward to.” Simon Owen, CEO, Anomaly Berlin: “We have absolutely no interest in being ‘just another ad agency’. We believe in working deeply and collaboratively with our clients to create strategic business and brand solutions, underpinned by culture-defining communication ideas. Azsa and Nadine’s backgrounds, talents and personalities complement and accelerate the way of working brilliantly. They’re both truly world class; bringing innovative thinking, the broadest view of creativity and a dedication to causes that align with Anomaly’s values. Plus they are joining us at the perfect moment, in the middle of a period of phenomenal growth for the Berlin office, which is testament to the incredible talent of the team they’re joining. I couldn’t be more excited about everything that’s to come.”
ABOUT ANOMALY Founded in 2004, Anomaly is a difficult-to-define, but exciting to work at 'new model' agency. Driven by a passionate and entrepreneurial culture encompassing a diverse, elastic set of skills - Anomaly has offices in Los Angeles, New York, Toronto, London, Amsterdam, Berlin and Shanghai. Clients include: Ancestry.com, Ally Financial, Anheuser-Busch InBev, Cancer Research UK, Carnival Cruises, The Coca-Cola Company, Diageo, General Mills, Google, Hotels.com, MINI, LVMH, L’Occitane en Provence, Nespresso, NBC, Sony, Uber, Unilever, YouTube and Zalando. Anomaly has been recognised for a very wide range of work and IP, covering both effectiveness and craft excellence including: Ad Age's 2017 Agency of the Year, Cannes Lions, Effies, Fast Company's Most Innovative, Jay Chiat, Digiday Awards and the Mashies - among the usual suspects. Anomaly has also been honored with a few less conventional accolades as well, such as being named one of Time Magazine's Best Inventions of 2016 for dosist (a medicinal cannabis brand the agency created), Toy of The Year for Mighty Jaxx, plus multiple Emmys for a television series called Avec Eric, all of which the agency created and co-owns. www.anomaly.com