Advertising risk-taker to champion ‘fresh, unheard voices’ as TBC’s new creative chief

TBC in Baltimore has named Jonathan Cude as its Chief Creative Officer. According to a release, 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 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.

“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.”