Anomaly has named Kira Montgomery as executive strategy director, head of communications strategy, expanding her remit from Toronto to the agency’s full North American business.
Communications strategy has always been central to how Anomaly works. The agency’s model is built around business challenges, not channels, guided by its founding belief that “Everything is Media.” Comms strategy is the discipline that makes that belief operational: figuring out where, when, and how a brand shows up in culture to drive real business outcomes.
Montgomery joined Anomaly Toronto four years ago and built the office’s comms strategy practice from the ground up. Her work has helped produce some of the most talked-about and awarded campaigns in Labatt history including Budweiser’s “It’s not the same without your Buds” and “Kings of Zero,” and the Michelob Ultra “Ultra Hole Challenge.”
Her expanded role reflects a straightforward reality: the work she’s been doing in Toronto has earned demand across the network. Rather than replicate her approach market by market, Anomaly is putting her at the center of it.
“Kira finds the angle no one else is looking at,” said Candace Borland, CEO of Anomaly Toronto. “When everyone’s watching the obvious story, she’s already building the strategy around what they’re missing. Expanding her role was the easiest decision we’ve made.”
Montgomery will work across Anomaly’s North American offices, partnering with strategy, creative, and media teams to strengthen how the agency connects brand thinking to communications planning.
