TBC Welcomes Industry Veteran Jonathan Cude as Chief Creative Officer

Jonathan Cude, new Chief Creative Officer at TBC

BALTIMORE, Md. (March 13, 2025)—TBC, an independent, full-service creative agency based in Baltimore, is thrilled to announce the appointment of Jonathan Cude as its new Chief Creative Officer. Cude, a celebrated creative leader with over two decades of experience, joins TBC to further elevate the agency’s creative vision and drive transformative growth for its clients.

TBC, currently celebrating its 50-year anniversary under its new and first sole owner, Nichole Baccala Ward, is positioning itself for a creative renaissance in a city often overlooked in the advertising space. Cude is the agency’s first key new hire under Ward’s ownership.

Before joining TBC, Cude spent a significant portion of his career at McKinney, where he set the standard for the agency’s award-winning work. Under his leadership, McKinney created groundbreaking campaigns that fueled brand success for industry giants such as Audi, Sherwin-Williams, Samsung, ESPN, Sony, Little Caesars and Pampers. His teams consistently earned top honors at major awards shows, including Cannes Lions, One Show, Clios, ANDYs, D&AD and Effies.

“Jonathan’s track record of shaping iconic campaigns and fostering a culture of creative excellence is second to none,” said TBC CEO & Owner Nichole Baccala Ward. "At TBC, we have something truly special in our culture—and take pride in the fact that our work drives real business results. “He’s a visionary leader who knows how to push creative boundaries while staying focused on what matters most—our clients' success. With his leadership, we’re poised to make an even greater impact."

Prior to McKinney, Cude contributed to iconic advertising campaigns at Wieden+Kennedy in Portland, Oregon. His work on the humorous “Streaker” ad for Nike Shox and the celebrated “Before” spot—recognized as one of Wieden+Kennedy’s 12 best ads—solidified his reputation for storytelling excellence. He also played a pivotal role in crafting “Road to Paris,” a film considered one of the top five cycling documentaries of all time.

Cude’s advertising journey began as an assistant at an Atlanta agency then known as Tucker Wayne/Luckie (now 22Squared), where as he’ll tell you, “This is where I learned how to answer the phone.” His career trajectory, built on innovation, resiliency and fearless leadership, makes him the perfect fit for TBC’s culture of curiosity and ambitious creativity.

“I’m incredibly excited to join TBC and help build on the agency’s momentum as a fiercely independent and entrepreneurial business under Nichole’s leadership,” said Cude. “Baltimore has this gritty, authentic energy that is mirrored at TBC…I was certain I wouldn’t take another CCO role but this opportunity had too many good things in place for me to pass up. It allows me to focus on what I love about advertising: taking risks, pushing boundaries and championing fresh, unheard voices in the industry.”

Over the past five decades, TBC has grown from a small creative shop to a full-service branding, media buying and planning, advertising and strategic communications agency while maintaining its successful in-house production capabilities. The agency’s services include advertising, brand development and strategy, content strategy and copywriting, strategic communications, social media, public relations, media planning, buying and analytics and digital marketing. As TBC continues to evolve and expand its creative footprint, Cude’s appointment signals the agency’s commitment to delivering compelling, effective campaigns that drive brand success.

For more information about TBC, visit tbc.us.

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About TBC:

Founded in 1974, TBC is an independently owned, full-service branding, advertising and strategic communications agency with headquarters in Baltimore, Maryland, USA. Combining strategy and data to drive results, the agency’s services include advertising, brand strategy and branding, content strategy & copywriting, social media, public relations, media planning, buying & analytics and digital marketing. TBC also maintains in-house TV and broadcast production. To learn more, visit tbc.us.