Pictured above left to right: Reiner, Badger, Holt-Walters, Tuggle 

Madonna Badger’s The Badger Agency is morphing into a new shop called the Futura Collective, which will be led on the management side by agency veteran Debby Reiner as CEO. 

Badger will retain her role as chief creative officer of the new entity. Reiner was previously president, global clients/Grey Worldwide New York.  

Kelli Tuggle, who most recently served as chief operating officer for Grey North America joins as a founder and president. Celeste Holt-Walters, also a founder, led Production at the Badger Agency for the past decade. She will now be chief content officer of Futura Collective.   

“Some things are just meant to be, and this is one of those things,” says Badger.  “Debby and I have worked together in various capacities for many years, and I have always deeply admired her business smarts and creative strength.” 

Adds Reiner: “Nothing unlocks value for clients like experience and that’s why they want to engage senior people who are passionate about being hands-on, sizing up and solving business problems with creativity and speed. We are those people.” 

The Badger agency was previously known as Badger & Winters, which was founded in 1994. Jim Winters was president and retired in 2022.  

Badger clients P&G, Clairol, Wella, Target and Olay remain clients of Futura.