Badger & Winters
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.
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While Badger & Winters lost the JCPenney account in 2019, it maintained relationships with Serta Simmons Bedding, Dick’s Sporting Goods, Intuit, Citigroup, MetLife and Pepsico. And the shop has not strayed from its activist roots. Badger & Winters staged a well-publicized street guerrilla campaign with life-size models of “kids” in cages to protest the U.S. keeping families apart at the Mexican border. —Judann Pollack