Jonathan Cude
PHILOSOPHY
People don’t inherently care about brands. They care about their ambitions, their hopes and their desires. Our job is to understand what motivates people, then find interesting, provocative ways for brands to matter in their lives.
APPROACH
Create an inclusive environment built on personal responsibility and autonomy, where people do the best work of their careers.
THE JOB
I’ve worked on all kinds of brands, across many categories. Some of the work even won things. But that is not the work of which I am most proud. This is:
Hmmm...selecting the recommended relationship category here pretty much says it all...indeed, we ‘studied together.’ And, mostly, I was the student. He taught me about the human condition--that, as in life, at the beginning and end of each milestone in our business, we are all humans. And it is that genuine interest in understanding each other's humanness, being vulnerable, and being able to laugh and cry hysterically together, that bonds you in the muck and mire so you can breathe the rarified air of trust. He was this CPO's secret weapon--because he led with his heart regardless of an individual's x or y hierarchical coordinate. He found the best in our people even when they lost their way. The lessons I learned from Jonathan are far too numerous to share here...suffice to say, I am better in all facets of my being because of my nine-year JC degree. Lucky me.”
Sue
I’ve had the privilege of working closely with Jonathan as a Creative Resource Manager and Project Manager at McKinney. Jonathan has a rare gift—he makes you feel like the most important person in the room because he genuinely cares and listens. His empathy and profound wisdom set him apart as a leader. In an industry where authenticity can sometimes be in short supply, Jonathan is honest and bold. He doesn’t just talk the talk; he embodies his values and inspires those around him to do the same. This blend of vision and relentless passion for the creative product has resulted in some truly iconic work that has left a lasting mark on our industry. On a personal note, Jonathan is more than a brilliant creative; he’s an incredible person with a big heart and unmatched passion. The time I’ve spent in his office, soaking up his sage wisdom is something I’ll always treasure. Even as a member of the c-suite, he always gave me the gift of uninterrupted time. I am thankful for the lasting impact he has made on my career and development as a person.”
Hartlee
Cude is an impactful leader and true coach; the best of all listeners, credible, compassionate, and most importantly, honest with himself and others. I had the incredible opportunity to work directly with Cude as his Ops/Resourcing Director for 3 years and continue to seek his counsel. To this day, he never misses an opportunity to call me to provide actionable feedback and/or celebrate a win in support of furthering my professional growth, and he does this for so many both within and outside the agency. What's most admirable is that he continues to seek feedback from all levels to challenge and better himself. For a man with such a profound presence, it's his empathy, attentiveness, and open mind that sets him apart. I know for certain that I would not be in the position I am today without Jonathan Cude.”
Virginia
I was fortunate enough to have the opportunity to work closely with Jonathan for many years across a number of clients and projects at McKinney. From day one, I have been in awe of the way Jonathan operates: demanding (of both the work and the people he knows can do the job), passionate (for both our clients' businesses and ours), but always, ALWAYS, human. He empowers and inspires, advocates for his people, and never makes you feel you are going it alone. He is a leader but also a consummate teammate - never shying away from rolling up his sleeves, having it out (again), and putting pen-to-paper together. Jonathan's leadership, dedication to the craft, and kindness are always on display, helping make the people around him and the work we do for our clients better.”
Ryan
In the most formative moments of my time at McKinney, Jonathan was by my side pushing me to think bigger, harness my voice with clarity, and lead with humanity. Even as an Account Manager, he made me feel that my opinion was valued and has continued to stay involved in my growth because he’s just a good guy. He’s taught me how to get to better work, when to push back, and how to do it with both passion and compassion. I’m not sure where I’d be without his leadership, but I can assure you I’d be worse off.”
Maggie
Jonathan hired me as a mid-level creative and showed me the ropes of becoming a leader, presenter, and a well-rounded creative thinker. He's the best boss I’ve had, and I’ve done the best work of my career under him. The reasons for that are numerous, but the biggest are: 1) He has an incredibly high standard for creative and gives a clear idea of the type of work he expects. His mental bank of great creative is like the Library of Congress. That is helpful. 2) He empowers his people. His leadership style is focused, but human. I always felt like he made me more confident of my own abilities, which made for better work. This is true across multiple clients and categories, big and small. 3) He’s a shaper of thinking and is great at organizing a presentation. 4) He is loyal as hell. He will stand up for great ideas and the people who came up with them. 5) He is inspiring. People like working for him. He’s powerful. He’s human. He is a powerful human. He’s been a huge part of my life and I’m grateful for it.”
Will
Within 5 minutes of meeting Jonathan, I not only knew I could work for him, I knew I wanted to work for him. That rare CCO who has talent, can own a room and is also a really great human being. He sweats the work and he sweats his people—this is what great leaders do. Jonathan knows good work when he sees it and he knows how to make it better if need be. In a world where CCO's last a couple years and sometimes just a couple months, his dedication is stand out and speaks volumes of his passion and desire to facilitate a positive and productive work environment. Can't recco him enough!”
Piper
What do you say about a cynical creative who is also funny, kind, and really thoughtful but doesn’t really want anyone to know that part? Well, if you know, Jonathan Cude, then you know that guy. An experienced, empathetic creative, who believes in the power of a story and wants to create advertising that moves people not just to buy things but to feel things. He has enough ego to do great work and enough humility to be still open to learning. He is a patient storyteller whose cultural curiosity and consciousness are ever-increasing.”
Chandra
When I was coming up in the industry as an eager (and younger) strategist, I tended to learn as much if not more from the Creative leads I worked with than even my bosses. They may not have had the answers on the mechanics of Strategy itself, but they helped me figure out what I could and should do to help them make the work better. I've been really lucky not only to work with Creative leads who were much more senior than I was, but who also invited me in - they took the time to teach me, let me fail, help me get back up, and set me up to shine. Nobody has done more for me and my career than Jonathan. Nobody has taught me more. Nobody has advocated for me more. Nobody has given me more tough love. Nobody's taken more time to help me, no matter the situation. Remember, this is a recovering Strategist talking. So just imagine the effect he has had on copywriters, art directors, designers, content creators, and everyone else within and outside the department he's led for so many years.”
Walt
I had the honor of luring Jonathan Cude from Wieden+Kennedy to McKinney, and later promoting him to Chief Creative Officer, through which he has led the agency's creative successes for the past 16 years. He's a brilliant conceptualist and writer. Always concerned about results, he's a strong supporter of smart strategy as a springboard to creative breakthroughs. He's great at finding, supporting and growing talent. And he's simply a wonderful human being who has been a major part of the emotional fabric of the agency since the day he arrived.”
Brad
Experience
TBC
Baltimore, MD
McKinney
Durham/NYC/LA/Dallas/Phoenix
Wieden + Kennedy
Portland, Oregon
Brands
categories
Insurance, Automotive, Athletic Footwear/Apparel, Beverage (Soft Drinks / Beer / Wine / Spirits), Confections, Fast Food, Casual Dining, Packaged Goods, Home Electronics, Retail, Entertainment + Media, Home Goods & Services, Telecommunications, Airlines, Real Estate, Travel/Hospitality, Health & Wellness, Financial Services, Life Sciences, Non-Profit
work covered & Featured
Awards
RECOGNITION
(3x) Ad Age Agency A-List Standout, Cannes Lions, One Show, Clios, D&AD, Webby's, Communication Arts, Creativity Campaign of the Year, Effies, Andy's Association of National Advertisers Awards, National Addy's, Shorty's, British Television Advertising Awards, MIXX Awards Campaign of the Year, Named to Adweek 50 List – Vital Leaders in Tech, Media & Marketing
JURY EXPERIENCE
One Show, Effies, Addy's, MIXX, AICP, Best Ads on TV
Speaking experience
PUBLICATIONS & PODCASTS
EDUCATION
THE UNIVERSITY OF TEXAS AT AUSTIN
Bachelor of Science, Radio, Television & Film
THE CREATIVE CIRCUS
Copywriting