“Creative Alchemy for a Complex World“
In the ever-evolving landscape of creative agencies, one visionary stands at the intersection of business, technology, creativity, and culture. As Partner and CEO of Anomaly New York (and Chairman of Anomaly Toronto), Franke Rodriguez has spent nearly two decades redefining what it means to challenge the status quo in an industry constantly in flux. This month’s cover story explores how his leadership philosophy has solidified Anomaly as an award-winning agency that consistently pushes boundaries, and examines the values-driven approach behind his success in navigating the most turbulent times in recent memory.
Leadership Forged Through Storms
For some leaders, success is measured by achievements during times of stability and growth. For Franke, the most rewarding aspects of his nearly twenty-year tenure at Anomaly have come from the organization’s resilience during periods of profound challenge.
“The most rewarding experience as a leader of Anomaly has come from the cumulative experience of having to navigate the really difficult times over the last two decades and manage the company through the storms,” he reflects. From the Great Recession to the COVID-19 pandemic and the cultural reckoning following George Floyd’s murder, these crucibles have defined both his leadership philosophy and Anomaly’s enduring success.
Citing Dr. Martin Luther King Jr., Franke notes, “The ultimate measure is not where you stand in moments of comfort and convenience, but where you stand at times of challenge and controversy.” This perspective has shaped his approach to leadership—one that values character development, maintaining standards, and emerging stronger without compromising core values.
This steadfast commitment to principles hasn’t come at the expense of creative excellence. Under Franke’s leadership, Anomaly continues to receive recognition as one of the best creative agencies in the country, consistently positioning itself at the vanguard of the industry despite—or perhaps because of—its willingness to weather difficult times with integrity.
Cultivating Creativity Through Connection
At the heart of Anomaly’s success lies a deliberate strategy for fostering creativity and collaboration—one that begins with talent acquisition but extends far beyond it. “In our business, it really starts and ends with the quality of the talent we employ,” Franke explains. “The first strategy I would say is to hire well and inspire often.”
This commitment to finding exceptional talent isn’t confined to formal recruitment processes. “I am always networking, always meeting people, always ‘interviewing’—even when we’re not necessarily hiring or looking to fill a role,” he shares, highlighting his perpetual quest to discover individuals who embody Anomaly’s distinctive approach.
Once the right people are in place, Franke focuses on keeping them inspired through structured initiatives like monthly all-agency meetings where he shares “the big picture” and celebrates the agency’s best creative work. “I’m a big believer in ‘what you celebrate, you duplicate,’” he notes, emphasizing the importance of recognizing excellence.
The physical environment plays a crucial role in Anomaly’s collaborative culture. The agency has adopted a three-day in-office work week (Tuesday through Thursday), with spaces specifically designed to facilitate interaction. “Our office space is designed to facilitate collaboration: one massive open floor plan, everyone sitting together with lots of soft seating, collaboration spaces and white boards,” Franke describes. Even the inclusion of a beautiful bar and large shared kitchen reflects a deliberate choice to create spaces where ideas can flow naturally.
This emphasis on physical togetherness is complemented by programmed events throughout the year, often aligned with cultural moments like Hispanic Heritage History Month or Advertising Week in NYC. By bringing in outside voices—authors, artists, musicians, entrepreneurs—Anomaly creates a platform for fresh perspectives to be shared and influence their creative approach.
Knowledge sharing extends beyond in-person events through the agency’s internal training platform, DNA. This digital resource hosts video content from Anomaly employees across seven global offices, covering topics from case studies of effective work to new trends in marketing and presentations skills—ensuring that insights and inspiration can spread throughout the organization.
The Red Light Revolution: Creative Problem-Solving in Action
What happens when America’s beer meets Canada’s sport? This cultural disconnect presented a unique challenge for Budweiser Canada, which Franke cites as a classic example of Anomaly’s problem-solving approach. The business dilemma was clear: in Canada, hockey is the premier beer-drinking occasion, but Budweiser was perceived as distinctly American—creating an emotional disconnect for Canadian consumers.
“We knew that we needed to do more than just sponsor hockey,” Franke explains. “We really needed to win the hearts and minds of beer-drinking, hockey-loving Canadians by proving to them that we genuinely loved their favorite pastime just as much as they did.”
The team approached this challenge with a brilliantly simple creative brief: “If Budweiser was a billionaire hockey super fan, what would they do to make the experience of watching hockey even better?” The answer became the Budweiser Red Light—an internet-connected physical hockey goal light that consumers could purchase and sync to their favorite team. When that team scores in any real-world game, the light instantly activates wherever it’s placed, bringing the in-arena goal celebration experience into homes across Canada.
This innovation transcended traditional advertising to become a true creative platform that has evolved over more than a decade. The concept expanded to include massive blimps, a 70-foot-tall version at the North Pole synced to Canada’s Olympic hockey team, mini-versions as Christmas lights, and goal-synced pint glasses for World Cup matches.
“In the 10 years since it’s launched, hundreds of thousands of Red Lights have been sold and made Budweiser synonymous with the most exciting moment in Hockey—the goal,” Franke notes proudly. The longevity and impact of this creative solution was recently recognized when Budweiser’s parent company awarded it the “Best in Show Creative Excellence award” from the entire body of work they’ve done around the world over the last decade.
This case exemplifies Anomaly’s approach: identifying the emotional core of a business challenge, crafting a simple but profound creative concept, and executing it in ways that transcend traditional marketing to become part of culture itself.
Navigating an Industry in Constant Flux
With over 20 years in the industry, Franke has witnessed seismic shifts in the creative and marketing landscape. “In many ways, absolutely everything has changed,” he observes, noting how categories have become more competitive, media has proliferated extensively, and consumer behavior continuously evolves.
Today’s consumers sometimes want straightforward information about products and services, while at other times seeking deeper understanding of company values. “Generally speaking, buyers are more informed today and care about more things—sustainability, purpose-driven brands, ingredient stories,” Franke explains. Meanwhile, technological advancements like generative AI are creating massive disruption in production and delivery methods.
Yet amid this whirlwind of change, Franke identifies a timeless constant: “We often say at Anomaly, ‘Nothing is more powerful than an idea whose time has come.’ And I’ve always believed that the best ideas are often the simplest to understand, and the hardest to forget.”
This perspective is captured in a Native American proverb that has guided him for over two decades25 years: ““Tell me the facts and I‘’ll learn; tell me the truth and I‘’ll believe; tell me a great story, and it will live in my heart forever.“” For Franke, this wisdom transcends technological and cultural shifts, remaining as relevant today as it was generations ago.
The Leadership Philosophy: Impact, Influence, Inspiration
For Franke, leadership in a creative environment like Anomaly centers on three key elements: impact, influence, and inspiration. ““I‘’ve always believed that real leadership is about making others better as a result of your presence and making sure that impact lasts in your absence,“” he shares. ““And the truest sign of superb leadership is the ability to make more leaders.“”
This philosophy rejects ego-driven approaches, particularly in creative fields. ““In a creative environment like ours, I don‘’t believe anyone can be a great leader who tries to do it all themselves… or who wants any credit for having done it,“” Franke states.
His leadership perspective was shaped early by his upbringing as a military child. ““My dad is a US Marine and Vietnam Vet, and he taught me that leadership is about solving problems,“” he recalls. This practical wisdom continues to guide his approach: ““The day your team stops bringing you their challenges and issues is the moment you‘’re no longer leading them because either they don‘’t believe you can help or they don‘’t believe you still care, and that is the ultimate failure of leadership.“”
This problem-solving orientation grounds Franke‘’s leadership in tangible impact rather than abstract authority—creating an environment where creative professionals feel empowered to bring challenges forward, confident in the support they‘’ll receive.
The Anomaly Difference: Talent Meets Values
How does Anomaly maintain its distinctive edge in an industry filled with creative talent? According to Franke, it begins with who they bring into the organization. ““We hire and attract ‘‘Anomalies‘’ at Anomaly. Not just talented creative and strategic professionals, but those who share our values of ambition, curiosity, creativity, collaboration and the entrepreneurial spirit.“”
This selective approach extends to client relationships as well. ““We are very judicious about what new business opportunities we pursue and what clients we partner with,“” Franke explains. “Beyond the brand and the immediate opportunity they may present, we truly assess whether they want to push boundaries in some way and/or are capable of challenging the status quo.”
The agency has institutionalized forward-thinking through dedicated roles focused on emerging trends. “We have a number of people in leadership around the world who are ‘futurists’ of sorts, whose job is to spend a lot of time studying the big maps and understanding what is new and next and bringing that knowledge back to the agency in digestible, practical ways.”
Perhaps most importantly, Anomaly has developed a practice of perpetual renewal regardless of past success. “We remind our leaders and Partners to challenge themselves to start each and every new year, despite the success we may have had the year before, as if it was our very first and we are a challenger brand,” Franke shares. This mindset ensures the agency continually questions its model, structure, approach, and output—living up to its name by remaining truly anomalous in an industry prone to complacency.
Technology as Complement, Not Replacement
In an era where artificial intelligence and automation increasingly influence creative work, Franke maintains a nuanced perspective on technology’s role at Anomaly. Technology is integrated throughout their process—from consumer insight tools and generative AI for visualization to production innovations—but always with a clear purpose.
“The balance for us is a healthy one, which is to embrace technology as a complement to what our great minds are capable of and, where possible, to create efficiencies and accelerate the speed at which we’re capable of doing it,” he explains. This approach harnesses technological benefits without surrendering the uniquely human elements of creative work.
Franke remains convinced that certain aspects of effective communication require human involvement: “There is a nuance to great storytelling and an emotional intelligence required in order to truly tap that part of the soul that makes a person want to engage with a brand in a meaningful way that I don’t believe is possible without the human touch.”
This balanced perspective—embracing technological innovation while preserving human creativity—has helped Anomaly navigate the digital transformation shaping the industry without losing sight of the emotional connections that drive meaningful engagement.
The Enduring Power of Creative Alchemy
As Anomaly continues to evolve in a rapidly changing industry, Franke’s vision remains rooted in the transformative potential of creative thinking. The agency’s approach—combining business acumen, technological savvy, cultural understanding, and creative excellence—represents a form of modern alchemy, turning business challenges into golden opportunities for brands to connect with audiences in meaningful ways.
Through periods of tremendous uncertainty and change, this values-driven approach has enabled Anomaly to maintain its distinctive voice while helping global brands navigate complexity. By fostering a culture that attracts exceptional talent, embraces collaboration, and remains perpetually curious, Franke has built an organization capable of consistent innovation without sacrificing its soul.
In today’s fragmented media landscape, where consumer attention is increasingly difficult to capture and maintain, the fundamental principle that guides Anomaly’s work remains remarkably straightforward: nothing is more powerful than a great idea, simply expressed and memorably delivered. This timeless insight, combined with Franke’s leadership through challenging times, has positioned Anomaly as not just an agency but a creative force continually redefining what’s possible at the intersection of business and culture. This approach has helped Anomaly build a truly enviable roster of client partners, including: Ally Bank, Albertsons, Amazon Ads, Bud Light, Celsius, Chevy, Diageo (Bulleit, Captain Morgan, Crown Royal, Don Julio, Johnnie Walker, Tanqueray), Fanatics, Ferrero, IHG, Journeys, Pepsi, Target, Top Golf and Zales.
As both the industry and the broader cultural context continue to evolve, Anomaly’s commitment to pushing boundaries while staying true to core values offers a compelling model for creative leadership in an age of constant disruption. Under Franke’s guidance, the agency remains poised to transform whatever challenges arise into opportunities for innovative thinking and cultural impact—true to its name, an anomaly in an industry often defined by convention.
