Anomaly has hired Chris Neff as global head of emerging experience and technology. Joanne Peters meanwhile returns to Anomaly New York as general manager, while global innovation officer Natasha Jakubowski is elevated to global partner. Neff will report to global CEO Karina Wilsher and work closely with founding partner Jason DeLand, while Franke Rodriguez, partner and CEO of Anomaly New York and Toronto, will oversee Peters. 

In the newly created role, Neff will accelerate Anomaly’s innovation offering with an eye toward continuing to move the agency and its clients deeper into Web3. Most recently, he served as VP, creative technology and innovation at cross-cultural creative agency the community, where he used methods and technology to materialize products and ideas at the intersection of science and creativity. He has received over 100 industry awards from Cannes Lions, The Webby Awards, D&AD, The FWA, The One Show, Clio Awards, The Shorty Awards, CSS Design Awards, and Awwwards. Most recently, Neff served as co-creative lead on Samsung 83X, the Metaverse property launched in Decentraland this year. 

“Chris’ expertise and experience directly applies to Anomaly’s clients and the future of our business,” said DeLand. “We’ve been innovating in Web3 for over two years. Our move toward emerging platforms and experiences plays a critical role in our ongoing commitment to disrupt the norm.” 

Neff also sits on The Ad Council’s UX committee, serves as a founding member of Web3 collective Pesky Union working on its first NFT project called Mole Patrol, and works with AdFellows as an agency mentor to push DE&I within innovation and creativity. He holds the position of marketing advisor for Million Marker, a Y-Combinator startup centered on biological testing of plastic exposure and other contaminants in humans. Neff recently worked with startup Skynano to develop a super material forged from two of earth’s most chaotic elements, ocean plastic and carbon dioxide, to create a revolutionary compound that can be used to 3D print.

“I love the ethos of Anomaly because it sits on the bleeding edge of where brands meet new methods, technologies, and experiences,” said Neff. “That philosophy aligns with how I approach my work, and I’m honored and excited to help push the agency into new and expanding areas of growth by storytelling and shaping narratives using Web3 technologies, Metaverse worlds, and new realities.” 

Peters steps into the newly created role of general manager, Anomaly New York as former managing director Chris Hinkaty expands his role as managing partner to accelerate global priorities and solutions that will shape the future of Anomaly. Most recently, Peters expanded her capabilities and gained new experience at Peloton as VP, global creative operations. A trusted team member coming back into the fold, Peters previously held the title of head of project management and operations at Anomaly New York.

“After I left four years ago, a part of Anomaly always stayed with me, and I felt I’d be back eventually. It turns out I was right,” said Peters. “The leadership team saw the need for a person solely focused on agency operations, and I’m so happy they thought of me. My new position will allow me to flex my background in both operations and creativity to help us effectively and efficiently deliver excellence for our clients.” 

15-year Anomaly veteran and leader Jakubowski has been elevated to global partner from managing partner, while retaining her long-held position as chief innovation officer working across multiple Anomaly offices. She continues to leverage white-space opportunities for new and existing brands, while Neff’s role will further propel the agency and its clients into Web3.