Anneliese Rapp
Head of Strategy @Anomaly
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WORK HISTORY
Head of Strategy @Anomaly
Berlin, DE
Taking on Head of Strategy has meant more than a new title: it’s been an exciting challenge to supercharge the strategic heartbeat of the agency. I\'ve locked arms with the CSO to define how we push what strategy can be: co-building a \'total strategy\' practice and a bespoke methodology for brand building that\'s elevated strategy into a key growth engine. My remit stretches from ensuring effectiveness at scale to exploring what’s next: developing data and performance capabilities, expanding our perspective on emerging tech, and shaping how human and cultural intelligence can drive both reputation and revenue. Along the way, I have taken the Insight Studio to the Effies and StratCon, evolved The Unschool as a platform for talent development, and continued to champion excetional work that works as a judge for the Effies and AMEs.This chapter is still being written so stay tuned.Key clients: Zalando, Gaggenau, Aston Martin, Lipton, Puma, L’Occitane en Provence, tonies
EDUCATION
Wesleyan University
B.A.
Munich International School
International Baccalaureate Diploma, Economics, English, German
SKILLS
ABOUT ANNELIESE RAPP
I’m a strategist, a people person, and a self-avowed nerd.Raised between NYC and Munich in an artist-architect household, I\'ve always danced on the faultline between analytic precision and blue-sky imagination. I believe creativity is our greatest superpower, and that colliding diverse perspectives enables us to unlock more of it. This has fueled my wanderlust across Europe and North America, giving me a truly global POV on how to unleash potential for people, companies and culture at large.Over 15+ years, I’ve had the privilege of helping build some of the world’s most iconic brands – work recognized by the Effies, Jay Chiats, and more than 50 creative awards. I’ve worked across Los Angeles, New York, and Europe, developing strategies for companies including Google, Target, Instagram, Unilever, LVMH, Nike, Porsche, Zalando, L’Occitane, and Diageo. My portfolio spans industries from technology and luxury to sport, wellbeing, fashion, and consumer goods. For me, it’s about the complex challenge, not the market, category or type of answer. That’s where the thrill comes from.Today, I serve as Head of Strategy at Anomaly Berlin, where I partner with CEOs, CMOs, and founders to simplify complexity, navigate transformation, and unlock sustainable growth. As part of the Berlin leadership team, I co-lead our multi-disciplinary ‘total strategy’ practice alongside the CSO. Together, we surround every business challenge with expertise in going up (business & brand strategy), deep (creative, communications & cultural strategy), and forward (innovation & transformation strategy).My sweet spot is turning ambiguity into clarity and uncovering unexpected insights. I’m energised by puzzles of all kinds, and slightly obsessed with tension points. Because they’re often where the most powerful ideas emerge: the ones that change perceptions, reshape categories, and push culture forward.I’m passionate about growing talent, building inclusive teams, and shaping how strategy evolves at the speed of culture and tech. From launching Anomaly Berlin’s Unschool, to mentoring with TLNT & TLNT, to co-heading the Insight Studio and serving on The Run at the Future Council, I love thinking about what’s next with people who get me out of my comfort zone.Outside of work, you’ll find me backcountry skiing, running long distances or scoping out art. On my lazy days, I\'ll be curled up with my dog Olive, reading at least three books at the same time (currently reading: The Case Against Reality, Children of Dune, Conversations with Friends, On Our Best Behaviour).
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