Hard Work Club Appoints Cass Farry as Its First Managing Director

Toronto-based independent advertising and design agency Hard Work Club has appointed Cass Farry as VP, managing director. In this new role, Cass will focus on elevating the agency’s operational and creative standards while strengthening its “Grit Makes Great” ethos, a commitment to creating heart-grabbing work for hard-working brands.

Cass joins Hard Work Club after considerable growth as the agency prepares to announce a new business win in the new year. Since its founding in early 2021 by executive creative director Meghan Kraemer and head of strategy Cameron Stark, the agency has built a strong momentum and a reputation for delivering impactful work for brands such as DoorDash, Ontario Power Generation, Knix, Well.ca, eBay, Partake Brewing, and MoneyMart.

With a proven track record in client success and brand leadership in the UK and Canada, Cass brings extensive experience from her previous role at Broken Heart Love Affair. Her decade-plus career spans high-profile campaigns, strategic leadership, and the cultivation of partnerships for brands such as Walmart, Tim Hortons, Red Bull, ROM and Destination Canada, consistently delivering measurable results.

“Cass is a remarkable addition to our team,” said Cameron. “Her appetite for making fearless, high-craft, and impactful work is apparent throughout her career and makes her a great fit for us and the clients we attract. With her in this new role, we are confident she will help us stay true to our hard-working ethos and deliver thoughtful, impactful solutions to our clients’ most complex challenges.”

Cass’ approach is collaborative and transparent. She is passionate about finding change-making solutions rather than following the status quo. In her new role, she will oversee the agency’s growth strategy, nurture talent, and ensure that Hard Work Club continues to deliver on its mission to create work that works hard for its clients.

“Cass’ infectious energy and razor-sharp thinking are already making a big impact on our team and our clients,” said Meghan. “She perfectly embodies both the ‘hard work’ part and the ‘club’ part so beautifully—sharing our deep, abiding love for creativity and craft, as well as our strongly-held values of collaboration, kindness and fun.”

“This role is about building on an already incredible foundation,” said Cass. “Hard Work Club has shown how creativity and hard work can deliver meaningful results for clients. I’m excited to collaborate with Meghan, Cameron, and the entire team as we continue to shape what’s possible for our clients and the brands we represent.”

Cass’ appointment follows the recent addition of Carlos Game Garcia as group account director, marking another step in Hard Work Club’s ongoing growth. As Hard Work Club continues its trajectory, the addition of Cass underscores the agency’s dedication to evolving with the needs of its clients while staying true to its core principles of creativity and hard work. To support its growth and vision, the agency is actively hiring to expand its creative department.