AdAge 2020 A-List Agencies to Watch

It might have been easy for Badger & Winters to fizzle after the campaign that put it on the map: #WomenNot Objects called out the industry for failing to respectfully portray women in ad campaigns. Instead, the agency has become the go-to shop for brands that want to build and maintain relationships with women.

The 45-person agency was projecting up to $20 million in revenue in 2019, bringing on clients including Citigroup, Le Pain Quotidien, additional Pepsico assignments, Intuit, QVC, Beautyrest and the National Hotline for Domestic Violence. The shop also expanded its remit for Procter & Gamble’s Olay with a literal moonshot, notching a Super Bowl ad earlier this year that featured female astronauts.

CEW Honors Women’s Achievements In Beauty 2019

The power of women’s voices was front and center at this year’s Achiever Awards, as Cosmetic Executive Women (CEW) honored exceptional achievers in the beauty industry.

Recognizing the contributions of women in moving the industry forward, Carlotta Jacobson, President, CEW spoke at New York’s Hilton Hotel on October 18, 2019, at the 2019 Achiever Awards, calling attention to the abundant talent in the room.

CCO Madonna Badger On Losing Your Fear Of Change

For Madonna Badger, Chief Creative Officer of Badger and Winters, there’s always been a big payoff from making bold moves. Whether it was her edgy campaigns for Calvin Klein or her shop’s viral hits like #WomenNotObjects and, more recently, the provocative #NoKidsInCages work, which garnered 120 million impressions overnight through guerrilla installations across NYC. Learn why this award-winning risk-taker’s advice to herself and others is all about embracing change.

Woman To Watch: Madonna Badger, Founder Of Badger & Winters

Madonna Badger is behind some of the most popular ads for women as the co-founder of Badger & Winters. Madonna grew up in Newfoundland, Canada and pretty much always wanted to get into advertising. She credits a 1970s Revlon ad for Charlie perfume, which featured confident, seemingly powerful women.

Her dream turned into reality. First stop: Calvin Klein. Madonna worked on campaigns for Marky Mark and Kate Moss, until she left to create her own agency. At the time, she was only 30. Madonna has gone on to make a name for herself as the female empowerment advertising agency.

Holding Company Plan A and Badger & Winters Back Out of Deal as JCPenney and Agency Split

Badger & Winters was to join Plan A, but the deal announced last year was never finalized. Plan A, the alternative holding company formed by Andrew Essex and MT Carney, and Badger & Winters have backed away from plans for Badger & Winters to join the network as the agency splits with client JCPenney.

The unconventional deal shone a light on both the “alternate” holding company founded by the ex-Droga5 executive and the former president of marketing at Walt Disney Studios, and the agency it acquired, known as a leading voice for female empowerment in advertising.

Small Agency Of The Year 11-75 Employees, Silver: Badger & Winters

New York-based creative agency Badger & Winters credits its strong female influence as one of the keys to its long-standing success. The shop emphasizes that its mission is to “infuse empathy and humanity in all the work we create,” and it prides itself on its prioritization of female leadership. About 70 percent of Badger & Winters’ employees—including 50 percent of its director-level staff—are women. The majority-female company makes it clear that it is unwilling to compromise the values it upholds, and in doing so, it hopes to lure powerful clients with similar morals.

In The Gig Economy, Small Agencies Are Ideally Suited To Remain Creative And Thrive

All the energy now in advertising is with small agencies. In the last couple of years, a slew of creative superstars left the holding companies and big agencies to start their own agencies. Among them Mark Fitzloff, former chief creative officer of Wieden & Kennedy; Anselmo  Ramos of the David Agency; Jeff Kling of Fallon; Jaime Robinson of Pereira & O’Dell; Eric Kallman of Goodby Silverstain; Izzy DeBellis of KBS; Craig Allen of Wieden; Mike Geiger of JWT and Jason Peterson of Havas. Add to these two hotshot London agencies, Adam&Eve and Lucky Generals which opened NY offices, and the continued success by a number of small shops like Fig, EP+Co., Mekanism, Terri & Sandy, Bullish, Johannes Leonardo, Badger & Winters, Preacher and Barton F. Graf, as well as the more established Droga5, Anomaly, Wieden or 72andSunny.

‘Don’t ask me how many people I’ve killed.’ HP Reveals the Awful Questions Asked to Veterans

Since its launch last year, HP’s “Reinvent Mindsets” campaign has shown how unconscious bias negatively impacts talent. Powerful and moving ads targeting the African-American, female, LGBTQ and Latino communities have demonstrated the range of issues each face, whether it’s in the workplace or life. The brand continues to tackle the issues head-on with a commitment to diversity and inclusion that is proving to be among the best in the tech industry.

Special edition of one-word answers on diversity and inclusion

Last week, Campaign US announced the honorees for its Inclusive & Creative Top 20 at an event in New York City, which included a panel on diversity and inclusion.

Panelists Sophie Kelly, senior vice president of marketing for Diageo whiskey brands in North America; Madonna Badger, CCO and founder of Badger & Winters; and Jackson Jeyanayagam, CMO at Boxed Wholesale; offered honest views on the industry today.