Barton F. Graf’s Closing Has Wider Implications for the Industry

The overall shift to project work led to the agency’s demise


It may have been a long time coming, but the closing of Barton F. Graf has raised questions around the role that independent, creatively driven agencies play in an industry that’s become increasingly reliant on project-based work and freelancers.

The New York agency is planning to close its doors at the end of this year after a nearly 10-year run. Founded by Gerry Graf in 2010, the shop built its reputation on creating humorous, wry work for brands ranging from Emerald Nuts to mobile game Clash of Clans.

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