CALIFORNIA, USA – Creative entrepreneur and agency veteran Keith Cartwright, a co-founder of SATURDAY MORNING, has launched CARTWRIGHT, an agency designed to work with brands who want a more direct relationship with agency leadership and seek a creative product built to stand out in today’s attention crazed economy.
The start-up is already working with are P&G, Facebook, and LVMH Brand Loro Piana. They are also in talks with several undisclosed clients.
CARTWRIGHT is launching with backing from WPP and will work in partnership with the global creative network, Grey Group. The new model agency will tap into Grey’s international network of talent and resources to provide fully integrated and curated capabilities to clients around the world.
“My goal in structuring our agency this way allows us to maintain the highest level of client interaction and partnership,” said Cartwright. “While giving us the ability to pull unlimited resources and scale globally as needed.”
Named to Adweek’s 50 Most Creative, the former 72&Sunny ECD, has experience building his own successful agency, having launched Union Made Creative in 2012 working with Nike, Lego, G&E and others before being acquired by BSSP in 2016, where he became an ECD.
“”f there’s one consistent theme today amongst our clients, it’s that they want new models that provide supreme flexibility relative to how they work, and the closer they get to the actual creative minds the better. CARTWRIGHT is another example of how putting creative leaders at the top delivers on what matters most to clients,” said Michael Houston, Worldwide CEO Grey Group.
Keith will also continue as co-founder of SATURDAY MORNING, a non-profit creative collective founded by ad executives in 2016 who came together to create ideas that bring awareness to and shift perceptions on racial bias, and injustice.
“Advertising hasn’t lost its way or become irrelevant. In fact, our business is now more important and necessary than ever before. We take in more information in a day than our parents did in a lifetime. People aren’t sitting around waiting on your ad to come out. This requires a different type of creativity,” Cartwright said. “Creativity has to be bold and audacious in order for you to pay attention, inspire you to share and entice you to want more.”
