Video: Carl Johnson on a 'nearly brilliant' idea that wasn't brilliant enough

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Anomaly's CEO discusses how close his agency came to launching the first YouTube celebrity sponsor

"A lot of the things we've done are nearly brilliant — but 'nearly' is of no use to anybody."

That's the moral of a story told to Campaign by Anomaly Global CEO Carl Johnson, reflecting on an effort seven years ago to capitalize on the success of an early YouTube star.

The woman had a following, and Anomaly was able to pair her with a makeup manufacturer and a distribution deal with Sephora. Only one piece was missing. ... Watch the video to learn why the plan was nearly brilliant.