“Jonathan Cranin is a strategic driven executive who provides exceptional ‘creative marketing solutions’ for companies. His role in the original launch of MasterCard’s iconic “priceless” campaign when I was CMO in the late 90’s, and E*Trade’s baby campaign launch 6 years ago is testament to his unique talent.
NICK UTTON, CMO, E*TRADE FINANCIAL
Jonathan Cranin retired from McCann Worldgroup in 2007 after 14 years, the last five as Worldwide Chief Creative Officer. He was responsible for the largest global accounts such as GM, Microsoft, Intel, Nestle, the US Army and Mastercard. He raised the company’s creative ranking into the top five, won dozens of creative awards and was responsible for the iconic “Priceless” campaign for Mastercard, which contributed one-third of the company’s $50 billion valuation at IPO.
“Jonathan Cranin has an uncanny ability to quickly zero in on where there is opportunity in your category to stand for something bigger and relevant. And he understands how vital it is to get the broader organization to live the new brand direction in every way. If you are a CMO or CEO who has a nagging feeling your brand could somehow be something much more, but can’t quite put your finger on how, a sit down with Jonathan is the right place to start.”
CARL SPARKS, PRESIDENT AND CEO TRAVELOCITY GLOBAL;
FORMER PRESIDENT AND CMO GILT GROUPE; FORMER CMO EXPEDIA.COM
Jonathan launched craninthink to combine the brains of a brand consultant with the creativity of an advertising agency. He believes business growth is rooted in brand strategy. His company creates differentiating and emotionally resonant brand platforms, then works closely with clients to ensure that every business and product decision is aligned with it. The popular E*TRADE Baby was a result of this approach, as well as business-transforming work for Morgan Stanley, Sun Life Financial, Endeavor.org, Care.com and others.
craninthink also serves as a brand and creative consultant directly to clients, such as GILT.com (Chief Brand Officer) and New York State (CMO), where he recently developed the new campaign and positioning “Big Happens Here.” Jonathan is also a co-founder and investor in a handful of consumer companies including Flywheel Sports, FITiST.com and Bandwagon.com. He is responsible for branding and marketing.
Jonathan graduated from Middlebury College in 1976 with a BA in Political Science. He has two children and lives in New York with his wife. He’s an avid tennis player and skier and is putting off golf as long as possible.
“If there was such thing as a “creative mastermind” Jonathan would be it. He is the ultimate creative problem solver, combining the spirit of an entrepreneur with the discipline of high-level analysis. He’s also relentless in searching for the right answers to business problems and never ever settles until everybody is inspired by the creative solution. That’s why more often than not it makes a lasting impression on the business itself.”
ERIC EINHORN, CHIEF STRATEGY OFFICER, MCCANN WORLDGROUP