Squarespace Taps Anomaly for Pop-Culture Boost and a Return to the Super Bowl

Agency eyes 'cultural tentpole moments' to define brand's next chapter

Seeking a bigger brand profile and a permanent place in the cultural consciousness, digital publishing platform Squarespace has selected MDC Partners' Anomaly in New York as its lead creative agency.

"With more people than ever looking to create their unique online brand, we're hoping to capture even more attention by launching a fully integrated campaign across all channels, with the highlight being Super Bowl 50," said Squarespace founder and CEO Anthony Casalena.

This will mark the brand's third consecutive big-game appearance. Squarespace's commercial for Super Bowl XLIX this past February was orchestrated by independent Wieden + Kennedy New York, and focused on an album of sounds, meditations and stories recorded by Oscar-winning actor Jeff Bridges. The brand's first Super Bowl foray, the year before, featured Internet memes personified, and was created in-house.

Anomaly is no stranger to adland's biggest creative showcase, having crafted Budweiser's puppy spots that topped the USA Today Super Bowl Ad Meter in each of the past two years. (We learned this week that Bud's SB 50 output won't feature the cuddly Labrador pup.)

Anomaly, which added the assignment following a competitive review, will leverage "cultural tentpole moments" such as the Super Bowl as part of its broader campaign strategy for Squarespace. Karina Wilsher, CEO and partner at Anomaly New York, said 2015 and 2016 represent "an incredible time in the business' life-stage. It's an opportunity to accelerate their leadership position and help define their next chapter."

That mandate moving forward includes business and media strategy in addition to creative. Media buying remains in-house. All told, Squarespace spent slightly more than $25 million on domestic ads last year, and about $15 million through the first half of 2016, per Kantar Media.

The Web hosting, design and publishing space appears to be heating up. Just two weeks ago, GoDaddy, which competes with Squarespace in some sectors, and has been a Super Bowl mainstay, tapped TBWA\Chiat\Day as its first global creative partner.

@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.