Agency Anomaly has acquired a stake in online fashion retailer, Lyst. The agency were behind Lyst’s inaugural advertising campaign and although financial details have not been revealed, they have announced they have entered into a ‘long-term business partnership’. Anomaly will no longer charge Lyst for their creative service, but instead will take a share of the company. Lyst CEO added “we win, they win. We lose, they lose”; this investment is a new, truly partner-based business model for the digital age! Have they set a precedent for future deals?