Direct Line Blog

MDC's Anomaly acquisition not its last

Share this article:

MDC Partners acquired a majority stake in digital shop Anomaly this week. The investment will fuel the agency's expansion from its current presence in New York and London to Brazil, China and mainland Europe, the company said.

Carl Johnson, who cofounded the firm, previously served as global COO at TBWA/Chiat/Day. His global experience is one of the many factors that made Anomaly attractive to MDC. 

“Anomaly is a company we've been following for five years,” said Miles Nadal, chairman, CEO and president of MDC. “They have an extraordinary depth of talent and are really very sophisticated in terms of digital and social work.”

The acquisition is one of many that MDC has made in recent years, and according to Nadal, it will not be the last.

“We have spent about $125 million in the past 15 months, and we'll do the same in the next 15 if we can find like-minded firms that are a good fit,” he said. “We have $200 million in excess liquidity so we're in a great position to be more bullish than we've ever been.”

Nadal said MDC focuses on five areas of specialization when considering growth: Social, digital, experiential, digital insight and PR. MDC invests between 51% and 80% in each company it partners with, with the goal of facilitating entrepreneurship and growth without mandating strategy at each.

“In terms of business, you want market leaders and firms with a sustainable point of differentiation, or what Warren Buffet would call a 'durable competitive advantage,'” he said. “Firms that understand how to drive financial return for Fortune 100 clients.”

Being able to measure and remain accountable for that return, Nadal said, can only grow in importance.

“The days of just brand awareness being a mark of success are over,” he said.

Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

Voice of the Customer Is Far More Than Surveys

Voice of the Customer Is Far More Than ...

Linking what's learned from direct and indirect customer input creates a more holistic view of customers' expectations, needs, and perceptions.

All the Post Office Needs Is a Little Repackaging

All the Post Office Needs Is a Little ...

If big mailers want Standard Mail prices kept in line, they need to root, root, root for the Postal Service shipping team. It trails UPS and FedEx by $6 per ...

The State of B2B Marketing Automation

The State of B2B Marketing Automation

Adoption of marketing automation in B2B varies widely by industry—as does the perception of its value.