USA
Anomaly Appointed Creative Agency of Record for Alaska Air Group: Alaska Air Group has appointed Anomaly LA as its creative agency of record, assigning the agency responsibility for integrated creative and brand development across Alaska Airlines, Hawaiian Airlines and its loyalty programme, Atmos Rewards. The agency will lead integrated creative and brand campaigns for Alaska Airlines, Hawaiian Airlines and Atmos Rewards.
The appointment follows a competitive request-for-proposal process led by UTA Advisory. Anomaly will oversee creative work across multiple platforms, including television broadcasts, digital media, outdoor advertising and social media.
The partnership comes as Alaska Air Group advances its strategy to expand its international network, strengthen premium travel offerings and promote the benefits of its loyalty programme. The company aims to communicate the opportunities created by bringing Alaska Airlines and Hawaiian Airlines together while maintaining their distinct brand identities.
Eric Edge, Vice President of Brand and Marketing at Alaska Air Group, said the company had spent the previous two years building the foundation for a stronger travel experience across Alaska Airlines and Hawaiian Airlines. He noted that the next phase would focus on communicating the combined group’s expanded global reach, premium offerings and loyalty benefits through Atmos Rewards.
Khara Wagner, CEO of Anomaly LA, described the appointment as an important moment for both airlines. She said the agency would focus on communicating the brands’ expanded networks, premium experiences and evolving travel proposition to customers.
Brendan Kneeland, Vice President at UTA Advisory, said his team had worked with Alaska Air Group to reassess its marketing operating model, evaluate the market
Anomaly’s Los Angeles-based team brings experience in travel and hospitality marketing. The agency will work with Alaska Air Group to translate its business priorities into integrated campaigns that reflect the company’s brand values, including safety, customer service, performance and hospitality.
place and conduct the agency selection process to establish a creative partnership designed to support the company’s future growth.
Anomaly’s first campaign under the new partnership is expected to launch in early 2027.
