Anomaly’s Data Team Begins Period of Rapid Growth with Appointment of Head of Data

Anomaly London, expands its data offering with the appointment of Anthony Khaykin, as head of data. Responsible for building and leading the data analyst team, Khaykin arrives from Droga5 New York where, for the four and a half years he has been group data strategy director. 

Anomaly has achieved dramatic growth in London over the last two years, winning significant new assignments and brands from Diageo, Google, Expedia Group and LVMH. Khaykin will be responsible for the growth of the data team; appointing people from across the industry and outside, discovering established talent and working with Anomaly’s talent team to identify and train young talent. 

The data team will impact every decision, infusing each step of Anomaly’s system with data, increasing effectiveness across the whole of its culture. Khaykin and team will be tasked with delivering insight as much as measuring impact ensuring every solution has a feedback loop built into its core. 

Stuart Smith, partner and CSO, Anomaly London said: “Doing the right thing for our clients’ business is at the very core of the Anomaly model. So, it’s imperative that we have high level data thinking to add insight to, and measure the impact of, what we do”. 

This new appointment, head of data, will treat data as both signal and proof point. From scrutinising and optimising client business strategy to capitalising on opportunities across the entire consumer ecosystem, the role of data will be to create actionable and meaningful intervention points between internal teams, agency partners and clients alike. Beyond delivering business results, doing so will help Anomaly further deliver on its promise to be change agents for client organisations.

Khaykin has over a decade’s experience, beginning his career as an Analyst at MRY, joining Droga5 as a senior data strategist in 2015. During his seven and a half years at the agency, he rose through the ranks, departing as group data strategy director. 

Discussing his new appointment, Anthony Khaykin, head of data, Anomaly said I’m thrilled to be joining Anomaly, where data can play a natural and invaluable role in surrounding our clients’ business challenges. Even though marketers have more and more access to data, it too often serves as a barrier rather than catalyst for decision-making. My goal is to partner with clients and to use the different datapoints at our disposal to triangulate simple human truths - about their consumers, their businesses and the most effective ways to bring the two closer together.”

Anomaly has recently further expanded its London-based communication strategy team, hiring Tim Whately, former head of strategic planning at Goodstuff Communications and Caitlin Pinner, previously Go-To-Market manager at Twitch. Last week, it announced the promotion of Max Ward to head of partnerships, following on the heels of the appointment of Chris Neff, global head of emerging experience and technology, and the launch of its media studio in New York.