Boston Homecoming For Veteran Creative

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

“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 indie 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, who he worked with at Hill, Holliday, Connors, Cosmopulos 20 years ago, for the past year and started work at MMB last week.

With the hire, MMB is attempting to build its creative reputation and ability to compete against larger agencies in the market like Havas’ Arnold and IPG’s Hill, Holliday. “[He] gives us added depth and horsepower and the ability to help clients build brands,” Bertino said. “I can’t believe he’s sitting here.”

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 cd Jamie Mambro, originally an art director.

Cronin describes his leadership style as “friendly, as long as the work’s really good. … I want to create a culture that’s fun and hardworking and [gets] things accomplished.”

After early jobs as a Sheetrock worker and bartender, Cronin got into advertising in Boston before joining Wieden in 1989. He was a copywriter on the Nike spot “Meat” in which a boy rubs a soccer ball with a juicy steak that won a gold Lion at Cannes in 1999.