Plan A Acquires Badger & Winters

by Larissa Faw , November 30, 2018

Plan A is acquiring Badger & Winters, an agency well-known for its female-empowerment messaging. Terms of the deal were not disclosed.

Founded in 1994 by Madonna Badger and Jim Winters, the agency employs 60 people and expects to increase head count another 20% to 25% next year, according to the Wall Street Journal which broke the news earlier today.

B&W clients include Procter & Gamble , HP, Olay, JCPenney, Dick’s Sporting Goods and MetLife, with 2018 revenue estimated at around $15 million.

The agency is probably best-known for being at the forefront of efforts to improve positive representations of women in advertising. Badger started the #WomenNotObjects movement in 2016 to help move the industry away from sexist depictions of women in ads.

Among the guidelines of the movement: Advertisers and agencies agree not to use women as props, unrealistically airbrush them or objectify them.

Plan A was created earlier this year by industry veterans Andrew Essex and MT Carney. Essex told the Journalthe firm was attracted to the agency because it is “the preeminent voice in the way that women are depicted in contemporary communications.”

agency, m&a, women

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