Legacy Agencies Help Startups Gain Footing in a Slippery Industry

Cartwright, backed by WPP, is the latest example

four panels from commercials including a moldy whopper and a girl in a box
Holding companies and bigger agencies are partnering with small agencies to create some of the highly notable ads from the last few years. P&G, Burger King, Clif Bar, WSJ

Earlier this month, Cartwright, a new agency bearing the name of former 72andSunny creative lead Keith Cartwright, formed with WPP’s backing and the ability to tap into Grey’s global network.

This story first appeared in the June 22, 2020, issue of Adweek magazine. Click here to subscribe.
@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.
@zanger doug.zanger@adweek.com Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.