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Panera Bread names Anomaly as lead creative agency

Anomaly's responsibilities will span from brand positioning to creative strategy and development.

September 10, 2014

Panera Bread Company announced it has chosen Anomaly as its lead creative agency. Anomaly's responsibilities will span from brand positioning to creative strategy and development.

"Panera and Anomaly's success have come from anticipating where the customer is going and addressing their needs in new and innovative ways. We pioneered the fast casual concept as a reaction to fast food, offering food you can trust, served on real plates, in a welcoming space," said Michael Simon, executive vice president and chief marketing officer, in a press release from Panera. "Anomaly is rethinking what it means to be a communications company in an increasingly complex marketing landscape -- focusing on big ideas instead of the constraints of traditional 30 second spot. We value this sort of disruption. It has been the key to the relevancy of our own brand."

Simon expects the new creative to debut in the first half of 2015.

Maxus North America, one of four global WPP media agency networks within GroupM, will continue to provide Panera Bread with strategic media planning services. Anomaly will support Panera Bread nationally out of its New York City office.