Madonna Badger and Debby Reiner Launch 'Futura Collective'

Photo caption (L to R): Debby, Madonna, Celeste, Kelli 

Madonna Badger and Debby Reiner, industry leaders renowned for their ground breaking work on dozens of iconic, global brands are uniting forces and decades of experience to launch Futura Collective, LLC.

Madonna will continue her role as chief creative officer, while Reiner, who was previously president, global clients/Grey Worldwide and CEO/Grey New York, will be CEO of Futura Collective. 

“Some things are just meant to be, and this is one of those things,” says Madonna. “Debby and I have worked together in various capacities for many years, and I have always deeply admired her business smarts and creative strength. There is no problem she can’t solve, and no client who doesn't want her by their side, building and growing their brands.”

Debby adds that “nothing unlocks value for clients like experience; that’s why they want to engage senior people who are passionate about being hands-on, sizing up and solving business problems with creativity and speed. We are those people.”

Madonna, Debby, Kelli and Celeste have collaborated in numerous ways throughout their careers. Badger notes “I’ve worked with these women over the years and know they are all unstoppable leaders. I couldn’t be more excited to officially put this band together.” 

Kelli Tuggle, who most recently served as chief operating officer for Grey North America is founder / president of this new entity. Celeste Holt-Walters, also a founder, led Production at the Badger Agency for the past decade. She will now be chief content officer of Futura Collective. 

Debby notes that the new Collective is uniquely structured to deliver breakthrough creativity, unencumbered by bureaucracy, "We’re set up for success because we’re focused on what’s essential:  MVP talent with deep expertise who are deep in the work to crack clients’ business challenges. And yes, we are proud to be independent, female-led and owned - 100% free from the patriarchy.”

The company name is inspired by the font, Futura, which was designed to be a distillation of what’s essential, powerful and beautiful with nothing extraneous. It simultaneously embodies clarity and progress.

"Everything about Futura feels freeing and so right for this moment,” notes Kelli. “It turns out what works best for our clients also works best for talent and the work: great chemistry and collaboration, more flexibility, and less red tape”.

Celeste said Futura is poised to redefine how brands engage with consumers, spark conversations, and shape culture. "It's about establishing new paradigms in communication and creativity…it’s idea-led storytelling and all the ways that can be exploded when brands go to market. The kind of content creation that’s only possible with a collective of the right people” she says. 

Adds Madonna, “I’m ecstatic about the future because of this partnership. We’re built for where creativity is going – and we won’t be held back by where it's been.”