Veteran EP Tom Cronin to head Foundation/Chicago

Tom Cronin

With the hiring of veteran agency executive producer Tom Cronin as SVP/EP in charge of Foundation Content’s Chicago office, the versatile production company may be changing direction.

Cronin, who joins Foundation Jan. 1, had been freelancing since he left Draftfcb after its loss of the Coors beer account.

He will report to Samantha Hart, Foundation’s CEO/chief creative officer, who headquarters in the company’s Culver City studio. 

In describing Foundation as “an indie advertising and production collective,” Hart says Cronin’s responsibilities will be “much larger than those traditionally held by EPs at our company,” since he will run the Chicago operation and its staff of 20.

Cronin worked with major agencies and accounts

With his 28 years experience as a production executive for some of Chicago’s biggest agencies and national advertisers, Cronin is ideally positioned for the new model taking shape.

He started his production career in 1984 after college as an unpaid intern at Swell Pictures in its startup days. Eighteen months later he got into the agency business with BBDO. 

He was with Bayer Bess Vanderwarker for a decade, through its acquisition by FCB, where he becae VP/senior producer.  From there he spent seven years at Element 79 and in 2009 joined Draftfcb.

The accounts he worked on include Quaker Oats, Gatorade, Kraft, Motorola, Payless Shoes, Applebee’s and Wrigley Gum. 

Hart says she coined Foundation as an “indie advertising and production collective” as a nod to her past experiences in the independent recording and film worlds. “It’s what I believe the advertising world has become – indie advertising.

“Sometimes we are tapped to contribute to the (project’s) creative ideation and sometimes not.  We function in whatever way our clients need our help, she says.”

VP/Morrison to concentrate talents on editorial

Cronin’s arrival reunites him with former Draftcb colleague Steve Morrison.   Morrison left Draftfcb as SVP/director of creative editorial after five years to join Foundational last January as VP/general manager. 

Morrison will now focus on creative editorial and continue to supervise the staff of four editors, including Max Gold and Robert Stockwell, also from Draftfcb, and Drew Hall and Suzie Moore.