Anomaly Toronto Bolsters Strategic Leadership

Anomaly, an agency defined by its unique strategic underpinning and commitment to ‘work that works’ is expanding its strategic expertise and capabilities, once again signaling the importance of insight and effectiveness to its growing roster of national and global clients. The agency has announced new strategy co-heads, adding Kira Montgomery as head of communications strategy, and promoting Mak Kattan to head of brand strategy. In addition, Paul Lipson has also been promoted to the role of executive strategy director, ABI.

Kira Montgomery has joined the Anomaly Toronto leadership team in the newly created role of head of communications strategy. She joins from independent creative agency Juliet, where she most recently served as partner, chief connections officer. One of the country’s most experienced communication strategy leaders, Kira has spent the last decade at some of Canada’s most creative agencies and media shops, including McCann, Carat, and Grip Limited.

“The belief that “everything is media” is deeply entrenched in the Anomaly DNA,” says Candace Borland, Anomaly CEO and Partner. “At a time of tremendous momentum and a doubling down on our strengths, Kira brings a triple threat of unrivaled comms planning know-how, entrepreneurial spirit, and strategic leadership experience.”

“I’ve always had a serious respect for Anomaly’s work – from the early days on Bud Red Light, to Hershey’s 4:25, to the recent Bud Light #tapeouthate initiative, few places have such an impressive track record of unlocking media spaces that aren’t for sale,” says Montgomery. “It is an honour to join this talented crew to imagine the next era of work that creates meaningful business and cultural impact, not just ‘ads’.”

Mak Kattan has been promoted to head of brand strategy. His experience, insatiable curiosity and steady hand have long earned him the respect of his peers and make him the right candidate to shape the future of the discipline at Anomaly. Kattan joined the agency in 2017. He’s worked on a number of key businesses including Hershey’s, BRP Global, Ancestry, and currently leads Capital One and Amazon US. Mak has led the strategic development of many award winning campaigns both here and across the border, including Oh Henry!’s “4:25”, Reese’s “ASMR”, Ski Doo’s “Escape Mountain”, and Can-Am’s “Offroad Livin’”. He also played a pivotal role in a number of new business wins including NBA2K, Capital One and Amazon US.   

Paul Lipson has been promoted to executive strategy director, ABI. His intimate understanding of the ABI business in Canada and globally makes him the perfect candidate to lead strategy for the account. Paul has been with the agency almost since it opened its doors in Toronto, and has taken on a variety of senior strategic roles while leading its biggest and longest standing client over the last ten years. He is the strategic mind behind some of the agency’s most recognizable work, including Budweiser’s ”Red Light”, Bud Light’s “Underplayed”, Shock Top’s U.S. Super Bowl debut, Sport Chek’s “Find What Moves You”, and most recently new work on Corona, Michelob Ultra, and Stella Artois’ global platform.  

Candace Borland added: "At Anomaly, our mission is to be the Acknowledged Change Agent within the industry, and these three newly appointed leaders will be absolutely instrumental in bringing the most effective creative solutions to our clients and realizing this goal." 

This news follows the promotions of two exceptional Anomalies, Matt Holton to head of account management, Jade Brent to Head of New Business in late 2022.