Butler, Shine, Stern & Partners (BSSP) has acquired creative boutique Union Made Creative and brought its founder Keith Cartwright on board as executive creative director at the California-based agency.
The move adds a new level of creative leadership to BSSP, a 22-year-old shop. In this new position, Cartwright will partner with BSSP agency veteran Tom Coates, who is being promoted to the same position from his previous role as creative director.
The duo will be partners in leading the creative department and assume day-to-day creative oversight from John Butler, who will become chief creative officer.
"I was looking for someone with creative chops and digital skills who looked at brands the same way we do -- from a storytelling point of view that transcends media,” stated Butler. “Keith is a phenomenal creative director who has successfully built his own company, so he understands this business from not only a creative point of view, but as a businessman."
"By joining BSSP, I can continue to do what I’ve been doing on a larger scale and on a faster track," said Cartwright. "There is an independent spirit and culture here. It was an opportunity too good to turn down."