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Nichole Baccala Ward

Nichole Baccala Ward


TBC, Inc.

Some of the state’s best known entities – the National Aquarium, Maryland Lottery, Visit Baltimore and Maryland Tourism – have been brought to life through authentic stories and voices that have Baltimore style. The common thread between them is TBC, Inc., a Baltimore-based, full-service advertising agency that is led by President Nichole Baccala Ward.

Nichole oversees more than 90 employees across varied creative and media disciplines, and continues to drive growth throughout the agency. Ward also fosters client relationships and provides strategic guidance for the agency’s current clients, including the likes of Sears Canada, University of Maryland University College and Connections Academy, to name a few. Throughout her career, she has also bolstered blue-chips brands including The Wall Street Journal Online, Smart Balance and Haribo USA.

Ward, who has been president of the firm since 2014, firmly believes that clients do not have to go to New York for good advertising and has made a commitment to her hometown to bring clients here.

“Each time TBC wins an account over New York-based competitors, it is a win for Baltimore,” Ward said.

In 2013, Adweek named TBC a top agency in Maryland. Ward said she leads with a philosophy of “strong mentorship;” a prime example is a former colleague who started at the agency as an administrative assistant and who recently accepted a position as senior account manager with a digital firm in Nashville, in part due to Ward’s continued mentorship.

Ward began her career with TBC in 2002 and is a board member of The Hippodrome Foundation and sits on the Holly Ball committee for Gilchrist Hospice Care.