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Nick Cronk of Connelly Partners West on Resilient Optimism
Always moving forward to find a solution
Nick is co-managing director of Connelly Partners West. He has been in creative agencies for more than 16 years, with experience spanning multiple industries and brands across the U.K. and Canada. Prior to joining Connelly, Nick spent two years as director of brand marketing at Mountain Equipment Co. While there, he helped rebuild the brand after its acquisition.
We spent two minutes with Nick to learn more about his background, his creative inspirations and recent work he’s admired.
Nick, tell us …
Where you grew up, and where you live now.
I was born in London, but grew up in the rural British countryside near Stonehenge. I moved to Canada in 2013 and now live in North Vancouver.
How you first realized you were creative.
Growing up, I spent numerous hours playing in my father’s woodworking shop making everything from go-carts to bike jumps. But it wasn’t until I spent my summers working as a carpenter that I came to truly appreciate creativity as a craft. I love how it can be expressive, but also solve problems.
A person you idolized creatively early on.
I was pretty obsessed with AC/DC growing up because of Angus Young. I thought his rebellious persona was unique and found his guitar playing infectious.
A moment from high school or college that changed your life.
Less a moment, and more a specific person My tutor in the latter years of high school went above and beyond—he encouraged me to think differently, develop the ability to prioritize and taught me the value of hard work.
A visual artist or band/musician you admire.
Banksy. His work is provoking in many ways.
A book, movie, TV show or podcast you recently found inspiring.
The go-to podcast for some time has to be High Performance. It offers fascinating lessons in being your best self.
One of your favorite creative projects you’ve ever worked on.
I’m particularly proud of the noise we made for Phillips Brewing to help launch their new pilsner. The campaign garnered a crazy amount of media attention from around the world (including as far as Australia, Africa and the U.K.) And more importantly, it helped drive massive success for the brand.
A recent project you’re proud of.
During my time at Mountain Equipment, we had a long-term goal of restoring the brand in the hearts and minds of Canadians. It took an organization-wide effort, considering every aspect of where the brand and consumer intersect. I’m stoked to have played a role in returning MEC to the top spot of the Gustavson Index, making it Canada’s Most Trusted Brand.
Someone else’s work that inspired you years ago.
The Guinness spot “Sapeurs” by BBDO.
Also, Cadbury’s “Gorilla” from Fallon:
And Ikea’s “Silence the Critics” by Mother is also up there for me:
Someone else’s work you admired lately.
Liquid Death’s recent campaign to give away a fighter jet is a great example of their ongoing challenger mentality.
Your main strength as a creative person.
Resilient optimism – progressing forward to find a solution.
Your biggest weakness.
Impatience and the need to see progress happen.
A mentor who helped you navigate the industry.
Mike Leslie, founder of Full Punch. Mike has always been there when I’ve needed advice, and I’m incredibly grateful for his wisdom and support.
How you’re paying it forward with the next generation of creatives.
Mentoring newcomers to the industry.
What you’d be doing if you weren’t in advertising.
Working as a carpenter—I miss it. But I would specialize in building custom tree houses in the gardens of British Columbia.
2 Minutes With is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, please get in touch.
