Anomaly London has appointed Toby Allen as its first Chief Creative Officer (CCO), marking a significant shift in the agency’s leadership. Allen, who previously served as the partner and CCO at T&Pm, replaces Joe Corcoran after his nine-year tenure. Allen’s extensive experience in the creative industry positions him as an ideal fit for this role, as he joins CEO Camilla Harrison and other key figures such as head of design Clara Mulligan, global strategic advisor Stuart Smith, and head of strategy Ant Morris on the leadership team.
Allen’s career spans various prestigious agencies, having previously been the Deputy Executive Creative Director at AMV BBDO. His move to T&Pm in 2021 marked the beginning of his notable leadership journey, where he helped shape the agency’s creative direction and won accolades for impactful campaigns. Allen’s work has been celebrated globally, with numerous awards including six Cannes Grand Prix and three consecutive Titanium Lions, as well as a D&AD Black Pencil, which cemented his reputation as one of the most innovative creatives in the industry.
Allen’s contributions to transforming the Bodyform/Essity business are particularly noteworthy, where he was instrumental in breaking cultural taboos and driving a remarkable business transformation, growing the brand from $400 million to over $1 billion in just six years. His work has focused on campaigns that not only resonate with culture but also deliver measurable business results, demonstrating his ability to bridge creativity and business success.
At Anomaly, Allen will oversee the agency’s creative output for major clients like Diageo, Revolut, Unilever, Rimowa, and Cancer Research UK. His role will also involve leading the creative vision for newly acquired clients, such as Women’s Professional Leagues, ensuring that Anomaly continues to produce culturally significant and impactful work.
CEO Camilla Harrison commented on the appointment, stating that Allen brings an “unparalleled track record of work that truly impacts culture.” She emphasized his progressive mindset and ability to collaborate across design and talent development, which will be crucial for Anomaly’s continued growth. Global CEO Karina Wilsher echoed this sentiment, noting that Allen’s deep understanding of creativity’s power to solve business problems will be vital for the agency’s success in London and beyond.
