Former 72andSunny Creative Leader Keith Cartwright Launches LA Agency With WPP’s Backing [Video]

Today, Cartwright announced the launch of a new agency bearing his name. The eponymous shop has the backing of WPP and will tap into the global creative network of Grey Group. Initial clients include P&G—which Cartwright and his fellow Saturday Morning co-founders worked with last year on “The Look,” a powerful ad for the brand—Facebook and LVMH brand Loro Piana.

According to Cartwright, the attention economy demands different approaches to the work and has to be “audacious enough to cut through.”

“The most successful pieces of work that I’ve done in my career have been audacious, and that principle forces you (and brands) to be unignorable,” he said.

Cartwright (the agency) also hangs its hat on its process, keeping nimble but also constructed to scale. The shop currently has 20 employees with it set to grow with future clients wins and work. Cartwright (the founder) believes the WPP investment and access to Grey’s global talent …