Creative agency BTG has announced that it is joining WTF, a move the founders describe as a new kind of partnership rather than a traditional acquisition. The announcement was shared on the company’s LinkedIn page, where the founders explained their reasoning behind the decision and reflected on the journey so far.
For years, creative businesses have faced a tough choice. They could either remain small and independent, or join a larger company and risk losing the identity that made them stand out in the first place. According to BTG, this partnership with WTF offers a different path altogether.
The founders said what drew them to this deal was not the idea of simply becoming part of a bigger organization. Instead, it was the chance to continue operating as a founder led business while working alongside other companies that are also run by their original founders. They believe this approach could represent a better direction for the creative industry going forward.
Why BTG Was Built
BTG was started by three founders who felt that creativity deserved a bigger seat at the table in business decisions, not just a supporting role. Since launching, the team has worked with several well known brands, built a team they are proud of, and learned an important lesson along the way. According to the founders, what truly sets great creative companies apart is not the list of services they provide, but the way they approach problems and think through ideas.
In their announcement, the BTG founders took time to thank everyone who has been part of the company’s story so far, including their team, clients, collaborators and friends. They described this partnership as a milestone that belongs to everyone who contributed to building the company over the years.
The founders also specifically thanked Nikhil Kamath and the team at WTF for believing in what BTG has built and for supporting where the company can go next.
While the announcement does not go into specific financial or operational details of the partnership, it signals that BTG will continue functioning with its founders still at the helm, even as it becomes part of the WTF network. This structure suggests a growing trend where larger platforms are choosing to support independent, founder led businesses rather than fully absorbing them.
As more details emerge about how this partnership will shape BTG’s future work and growth, the creative industry will likely be watching closely to see if this model becomes a blueprint for similar deals ahead.
