Combining traditional ad principles with digital expertise.
Who We Are
TBC was born in 1974 out of the upstart idea that companies didn’t need to go to New York for impactful advertising that would move the needle for their brands. A fully integrated, full-service agency in Baltimore could do just that, and do it well.
Today TBC, Inc., Adweek’s 2013 Top Agency in Maryland, has 40 years of successful brand-building experience that has shaped our core agency principles: Creativity must come from every department, everything matters, and we measure our success by our clients’ successes.
Building strong, successful brands is TBC’s primary area of expertise. We know how to build and nurture brands, and we take that responsibility very seriously. But we also understand that building a brand alone isn’t enough. We’re also in the business of driving response and delivering measurable results.
Over our 40-year history we’ve helped build new brands and reinvigorate established ones across a variety of categories. We’ve helped many brands stand up to competitors with substantially larger budgets and well-established reputations.
Chairman & Chief Creative Officer
Allan co-founded TBC in 1974. As the agency's creative soul, he is a multitalented creative director with more than 40 years of experience writing, producing, directing and strategizing for clients across a breadth of industries. Allan's versatile resume includes award-winning work for countless clients, both in advertising and as a director of TV commercials.
Allan's experience includes Campbell Soup, Pepsi, McCormick Spices, CareFirst BlueCross BlueShield, University of Maryland Medical Center, Haribo, Yellowbook, Hair Cuttery, SABMiller, MinuteClinic, Dow Jones, Ford and the Wall Street Journal, to name a few. Allan has won numerous major national and international creative awards, including two Clios for copywriting.
Tom is a Baltimore native who grew up in a blue-collar mix of peoples and languages that turned him into a masterful communicator across racial, religious and cultural lines. Tom co-founded TBC in 1974 and has been the tireless force behind scores of successful advertising and direct marketing campaigns since.
Tom has overseen major campaigns for the Maryland Department of Business and Economic Development, the Wall Street Journal, America Online, the Smithsonian, the Chesapeake Bay Trust, the National Aquarium in Baltimore, Goodwill Industries, the Baltimore Ravens, Vanguard Financial and TESSCO.
Under his guidance and leadership, TBC has won three ECHO awards and a Best of Show Gold Mailbox. Tom was twice selected as one of the “Top 100 Creative People in America.”
Nichole Baccala Ward
Nichole Baccala Ward has nearly 15 years of global marketing and leadership expertise, 13 of which have been devoted to TBC where she has risen from New Business Coordinator at the age of 23 to her current role as President. Recognized as one of the Daily Record’s Leading Women in 2016 and the Baltimore Business Journal’s “40 Under 40” in 2014, Nichole has served at the helm of many of TBC’s successful campaigns and account wins.
Career highlights include her work on Dow Jones’s extensive portfolio of brands, including the Wall Street Journal, Barron’s and MarketWatch, helping to exponentially grow paid subscriptions from 40,000 to over 1.2 million paid subscribers, as well as the launch of Haribo USA first-ever brand campaign and social media presence. Nichole has also led marketing efforts for numerous blue-chip brands including CVS/MinuteClinic, Smart Balance, University of Maryland University College and Connections Academy.
Most recently, Nichole catalyzed one of TBC’s largest-ever account wins, and led the agency to its current position as Sears’s agency of record for all brand initiatives. Nichole spearheads the execution of all campaigns, which are inclusive of television, radio, print and digital advertising, alongside social media and community relations initiatives. Nichole is now heading the development of a new brand and messaging strategy for the international retailer.
Nichole has pioneered innovation in digital advertising, a medium that continues to become an increasingly critical marketing platform for brands and marketers worldwide. Her ability to navigate new advertising landscapes has cemented TBC’s position as a trusted expert in the industry. Nichole is a champion for her staff, a strong advocate of female leadership and is regarded by her colleagues not only as a leader, but a resolute mentor.
Additionally, Nichole has been an integral part of the agency’s pro-bono work for organizations such as the Hippodrome Foundation, the Brigance Brigade Foundation, the Red Cross of the Chesapeake Region and Goodwill Industries of the Chesapeake, Inc., among others.
Outside of TBC, Nichole is a dedicated wife and mother, philanthropist and active community member, serving as Navigator of the Living Classrooms Foundation and board member to the Hippodrome Foundation. Nichole is a graduate of Dickinson College with a BA in Political Science.
Over the years, Howe has been on both ends of the client/agency relationship and has learned that the best partnerships are built on trust and a shared desire to succeed. Howe joined TBC because he knew it would be a great place to put his experience to work in a hands-on environment that encourages collaboration and unconventional solutions to its clients’ communications challenges—an ideal setting for building strong brands and healthy businesses.
Before joining TBC, Howe spent two years as Vice President of Marketing/North America for Reebok, where he led the planning and implementation of a fully integrated marketing program for the company’s largest subsidiary; 11 years as SVP, Marketing Communications and Sports Marketing, at Fila, the global sportswear brand, where he helped drive sales from $500 million to $1.2 billion in four years; and 12 years as a senior-level Account Director at Doner Advertising, where he worked with a variety of Clients, including Black & Decker, Healthy Choice, Klondike Ice Cream and Ford Motor Company.
Besides being a frequent contributor to MSNBC, CNBC, ESPN and other national media outlets on integrated marketing, he also lectures on marketing and communications at some of the country’s leading academic institutions. Howe is also proud to say that he was recognized by Advertising Age in their “Marketing 100” as one of the world’s top marketing professionals.
Senior Vice President, Creative Director
Senior Vice President, Strategy & Account Management
Senior Vice President, Director of Design
Senior Vice President, Finance & Operations
HOW WE’ll ELEVATE
- Account Management
- Strategic Planning
- Brand Positioning
- Brand Strategy & Messaging
- PR & Social Media
- General, Retail & Direct
- Media Planning & Buying
- Media Analytics
- Sports & Entertainment Marketing
- Responsive Web Design & Development
- UX Design & Wireframing
- Microsites & E-Commerce
- Mobile Apps
- Banners & Online Ads
Branding & Design
- Brand Identity Creation
- Logo Design
- Packaging & Collateral
- Digital Design
- Full Broadcast Capabilities
- In-House Broadcast Production
- Full Editing Suite
- Dedicated Studios
- Online Videos
- Photography & Digital Retouching
- 3-D Modeling
- CGI Animation
- Motion Graphics
Charles Street Films is one of TBC’s unique selling points. It’s a full-fledged film production company that we own, and it allows us to produce broadcast work at a cost far below what you’d expect to pay for a quality television commercial.