Following a four-month strategic assignment working collaboratively with Mexx Headquarters in Amsterdam on a new brand and communications strategy, Anomaly has been appointed as agency of record.
The retailer was acquired by private equity firm the Gores Group in September of last year. Gores see significant potential in the global Mexx brand. This involves leveraging the existing retail presence in Germany, Netherlands, Belgium, France, Russia and Canada; expanding the geographic footprint into Asia; and building the e-commerce platform.
Anomaly’s role will see them involved in brand and business building activities on multiple fronts including advertising, partnerships, digital and social media across all markets.
Newly appointed Mexx CEO Doug Diemoz said:
“Their world class brand experience, strategic thinking and breadth of creativity made Anomaly the ideal partner for us as we look to drive growth and progress, not just in our organization but the entire retail environment.”
Hazelle Klønhammer, Anomaly Amsterdam President, said:
“Nothing is more gratifying that working top to bottom, across the full breadth of an organization as it forges a new future. We have a lot of faith in the client, their ambition and their desire for progress.”
The global Anomaly team will be led out of Amsterdam and includes key personnel from Toronto who will also be active locally in the important Canadian market for Mexx. The Amsterdam office is headed up by Hazelle Klønhammer, with Franke Rodriguez (President) leading Toronto.