StrawberryFrog's Nick Sonderup on the Rewards of Agency Life

He's writing a book about advertising

Nick is a multi-award-winning and Emmy-nominated co-CCO at StrawberryFrog. Over 22 years, he has worked at agencies including W+K,  BBDO, Pereira O’Dell and Translation. Nick’s brand experience covers GE, Nike, ESPN, Amex, Anheuser-Busch InBev, General Mills, State Farm, Coca-Cola and more. He is currently writing his first book, How Not to Hate Advertising (Rutledge, 2025).

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 grew up in Eagan, Minn., a classic Midwestern suburb with big houses, finished basements, fenced in backyards, soccer fields, hockey rinks, lakes and big box stores. Basically, the exact opposite of where I live now, in Brooklyn. That said, I own a car and drive to the grocery store and Target, so maybe it’s not that different.

How you first realized you were creative.

As far back as I can remember, I loved to draw. I would lose myself in it for hours. My mom took me to museums, which I loved. My dad dragged me to old bookstores in Minneapolis, which I hated. How I became a writer is unclear to me.

A person you idolized creatively early on.

Prince. Not just his music, but his whole aura. Purple Rain came out when I was 7 years old and it was a huge cultural moment. It centered around Minneapolis, so it felt extra special. I bought the “When Doves Cry” 45 and listened to it non-stop on my parents record player. It remains my favorite song of all time.

A moment from high school or college that changed your life.

There are two moments. First, when I got a Division 1 soccer scholarship to Winthrop University. It took me far away from home, to South Carolina, where I experienced a different part of the country. The second one came halfway through undergrad, when I changed my major from marketing to the newly-created integrated marketing communications. Instead of just finance and econ classes, I was also taking PR and photography. It felt like home.  

A visual artist or band/musician you admire.

The National are easily a top-5 band for me. Their music is amazing, but I also love how they approach their art. Like in 2013, they played their song “Sorrow” from High Violet for six hours straight at MOMA P.S.1. Or in 2019, when they co-created I Am Easy to Find, an album and short film with director Mike Mills. The band shared snippets, demos and rough ideas with Mills. He sent back ideas for a film that informed those songs and vice versa. It resulted in a 16-song album and 25-minute film. This example of inviting creative collaborators into the thing you’re making is super inspiring and applicable to what we do.

A book, movie, TV show or podcast you recently found inspiring.

The latest season of Fargo was one of the best. The accents were back to the caricature level of the Coen Brothers’ movie, and the story was just as creepy and bloody. The film The Unbearable Weight of Massive Talent was hilarious. Nicolas Cage playing a washed up version of himself and an imaginary younger version of himself. Genius.

One of your favorite creative projects you’ve ever worked on.

I did a personal project back in 2009 called 100 Bands in 100 Days that’s gotten as much love as anything I’ve created for brands. It started as a personal challenge to see live music 100 consecutive days or nights. I documented each day on a blog, then turned it into a 15-minute documentary that premiered at SXSW in 2010. It was nominated for the Grand Jury award. It’s a favorite project because creatively, it was all mine, yet people cared about it and helped me complete it—both the music project and the film. It was a very DIY, labor-of-love-type project, and that’s pretty accurate to who I am creatively.    

A recent project you’re proud of. 

My first project at Strawberry Frog for Northwell Health. It’s the next campaign in the “Raise Health” movement, focused on women. The conceit is that their voices have never been stronger—in music, sports, business, etc.—and we are willing to hear what they have to say, except when it comes to their health. I was shocked to hear how often women’s symptoms get dismissed or misdiagnosed. But rather than write a bummer of a campaign, we went with an empowering message that lets women know that Northwell hears them, loud and clear.

Someone else’s work that inspired you years ago. 

Coming out of ad school in 2001, everyone wanted to work at Cliff Freeman. I was introduced to Jason Hoff, a writer there, when I moved to NYC in 2002. Everything they touched turned to gold. For me, it doesn’t get any better than their work for Outpost.com. Shooting gerbils out of a canon? Tattooing children’s foreheads? Ravenous wolves attacking a marching band? And then the CTA telling you to “send complaints to Outpost.com”? It’s perfect.

Someone else’s work you admired lately. 

Orchard‘s “Gift Mission” for Etsy. I messaged creatives I knew who worked on it to tell them how jealous I was.

Your main strength as a creative person.

I asked ChatGPT what my main strength is as a creative, and it said, “One common strength among many creative individuals is their ability to think outside the box.” If ChatGPT said it, then it must be right. 

Your biggest weakness.

French fries. I am powerless against them. That and saying “no” to a project. I always think I have enough bandwidth.

A mentor who helped you navigate the industry.

PJ Pereira taught me how to lead a creative department and navigate on the client side. My former CDs at W+K N.Y., Derek Barnes and Paul Renner, helped me understand how to craft good work without losing my mind. My first mentor was Michael Atkinson, who doesn’t even work in the business anymore, and doesn’t know how much I looked up to him. Michael was a copywriter at Clarity Coverdale Fury while I was an intern. I remember showing him my portfolio, and he gave me some advice that’s always stuck with me. But you’ll have to buy my book to hear it.

How you’re paying it forward with the next generation of creatives.

I’m nearly done writing a book called How Not to Hate Advertising: A Creative’s Guide to a Long and (dare I say) Happy Career in a Remarkably Silly Industry. It will come out in 2025. It’s not a “how-to” book for advertising, but rather a “how not-to” book, aimed at quieting your inner cynic. This is my way of reminding everyone that we work in a fun and rewarding business. No matter how hard it seems at times, it’s going to be OK. Once you get that breakfast burrito on day one of the shoot, it’s all worth it. 

What you’d be doing if you weren’t in advertising.

Writing movies or TV. Advertising always felt like a way of doing both, while making a consistent and decent living.