Accounts

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

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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.

Last November, the two parties announced that Badger & Winters would join Plan A and gain an unspecified share of equity in the agency network, which launched in June of 2018. The deal was not finalized, however.

Plan A declined to comment.

“We let the announcement go out … though the legal paperwork had not been completed.