THE WHAT? L’Occitane has bought on Anomaly as its agency of record, according to a report published by Ad Week, thereby ending its relationship with DDB Paris.

THE DETAILS The MDC Partners-owned ad agency will be Lead Creative and Strategic Markets for all markets, and was appointed thus following a review, says Ad Week. The account will be run from its Berlin office.

Anomaly is charged with an ‘urgent brand reappraisal and renewal’ as well as assisting with brand and product innovation.

THE WHY? Quoting L’Occitane’s Remi Guigou, Ad Week reports that the natural beauty brand was ‘confident in the solutions and collaboration Anomaly provided’. Agency shake ups have been rife during this GVC – with many opting for smaller, boutique agencies.