Agency acquires Cartwright’s creative boutique Union Made Creative
Creatively-driven, independent agency Butler, Shine, Stern & Partners (BSSP) has brought on Keith Cartwright as Executive Creative Director, as part of its acquisition of Cartwright’s creative boutique, Union Made Creative.
The move adds a new level of creative leadership to BSSP, a 22-year-old shop. Cartwright is joining BSSP as Executive Creative Director where he will partner with agency veteran Tom Coates, who is being promoted to the same position from his previous role as CD. 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 story telling point of view that transcends media,” explained John 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.
With Keith and Tom on board as Executive Creative Directors, I will have an opportunity to continue to evolve our own brand, working closely within the industry and with clients on how we can continue to leverage creative storytelling as our industry evolves.”
Over the past four years, Cartwright has built Union Made into a highly regarded agency known for taking brands beyond traditional advertising venues and building compelling experiences and stories that engage, entertain and sell across all platforms. His clients include GE, Nike, Lego and others. Before forming his own agency, Cartwright held senior creative posts at such agencies as Martin, Wieden + Kennedy, TBWA/Chiat Day and Ogilvy & Mather.
In commenting on his decision to join BSSP, Cartwright said, “By joining BSSP, I can continue to do what I’ve been doing on a larger scale and on a faster track. I can also play a role in helping BSSP continue to grow and evolve as our industry changes. There is an independent spirit and culture here that’s been built that has made this one of the most exciting agencies in the country. It was an opportunity too good to turn down.”
Greg Stern, CEO of BSSP said, “Keith is not just a proven creative leader and thinker, but also a proven entrepreneur who understands how to build business solutions for clients and the agency. It’s that rare combination that makes him so well suited for an independent agency like ours. He raises our bar even higher.”
Keith joins BSSP with almost 20 years’ experience in advertising during which time he has been awarded and recognized by every major awards organization in his field including; The One Show, Clio’s, AICP, AIGA, Addys, Art Directors Club, The London and New York Festivals and D&AD and Cannes.