Holding Company Plan A and Badger & Winters Back Out of Deal as JCPenney and Agency Split

Last year's agreement was never finalized

Illustration of arrows that say Plan A and Badger & Winters pointing away from JCPenney in the middle
Badger & Winters was to join Plan A, but the deal announced last year was never finalized. Plan A, JCPenney, Badgers & Winters, Getty Images

Plan A, the alternative holding company formed by Andrew Essex and MT Carney, and Badger & Winters have backed away from plans for Badger & Winters to join the network as the agency splits with client JCPenney.

@ErikDOster erik.oster@adweek.com Erik Oster is Adweek's senior writer covering Agencies.