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Carnival taps Anomaly for strategic advertising

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Carnival Cruise Line appointed New York-based Anomaly as its strategic and creative agency of record. Anomaly was awarded the business following a competitive national search.

The cruise line had worked with Arnold Worldwide since 2008.

Carnival said Anomaly is tasked with developing and taking to market an integrated marketing plan and communications strategy designed to raise brand awareness to new heights, drive category distinction and inspire brand love for Carnival in the United States.

'During the review process, we were looking for a digital-first agency that could create breakthrough creative work and inspire our loyal fan base to be a part of the marketing journey in a very competitive marketplace while staying true to the brand values that have made Carnival America’s cruise line,' said Kathy Mayor, SVP and chief marketing officer.

'Anomaly demonstrated a strong understanding of our brand and a new way of thinking for the category. We believe the agency is well qualified to bring big, bold ideas that swing for the fences and help us convey the essence of the Carnival Cruise Line brand to both our current guests and cruise rookies,' she added.

Anomaly partner and CEO Franke Rodriguez called the Carnival account a 'really great opportunity.' He referred to a 'fun brand, a clear business challenge, an ambitious client and an inspiring brief—the perfect combination.

'We really got a chance to flex both left-brain and right-brain thinking in order to develop a data-driven creative platform for Carnival that feels fresh and new while maintaining what’s made the brand so strong, historically.'