Boston Homecoming for Cronin

BOSTON Jerry Cronin, whose resume lists work on Nike and ESPN campaigns for Wieden + Kennedy and a stint running Omnicom Group’s BaylessCronin in Atlanta, has joined independent McCarthy Mambro Bertino here as partner and co-creative director.

“We’re at a point where we’ve attracted some great national brands and to get to the next level of our development we need to create some defining campaigns,” said Fred Bertino, president of the 4-year-old shop.

Cronin, 47, had most recently been freelancing on Delta Air Lines at independent Brighthouse in Atlanta. He left BaylessCronin—which recruited him in 2000—in May 2003, seven months before the agency closed amid management turmoil and client losses. He’s been talking to Bertino for the past year and started work at MMB last week.

With the hire, MMB is attempting to improve its creative reputation and ability to compete against larger agencies in the market like Havas’ Arnold and Interpublic Group’s Hill, Holliday. “[He] gives us added depth and horsepower and the ability to help clients build brands,” Bertino said.

At MMB, whose clients include Subway, Jiffy Lube and Meow Mix, Cronin will oversee five creative teams and, as a partner, will help run the agency. A copywriter, he will work with former sole creative director Jamie Mambro, originally an art director.