“It Feels Like a Natural Next Step for Me”: Cass Farry on Her Move to Hard Work Club
Late last month, advertising and design agency Hard Work Club (HWC) made some waves when it announced that Cass Farry would be joining on as VP, managing director. A name that’s existed in the Canadian industry for a good while now, she brings with her a wealth of experience from the likes of Cossette, Zulu Alpha Kilo, and most recently, Broken Heart Love Affair, all of which she’ll be utilising to further the agency’s ‘Grit Makes Great’ ethos.
As part of this, Cass will be placing an emphasis on elevating creative and operational standards, and, crucially, enabling Hard Work Club’s recent momentum to be built upon. With a slew of great pieces for clients ranging from DoorDash to eBay, there’s a strong foundation in place, and she’ll be ready to play her part. Whether that’s through emphasising collaboration and transparency, or nurturing young, promising talent – of which the team has lots – one thing is for sure, with Cass in this role, the future of the agency looks very exciting for 2025 and beyond.
To learn more about her decision to join, and how she’s leading the charge to help Hard Work Club leave its mark on the Canadian advertising scene, LBB’s Jordan Won Neufeldt sat down with Cass for a chat.
LBB> Obviously, the big news is that you’re moving over to Hard Work Club, taking on the role of VP, managing director. Congratulations! What inspired the jump, and what does this opportunity mean to you?
Cass> Thank you! It feels like a natural next step for me. Hard Work Club’s ethos and energy resonated with me immediately – we share many of the same ideas about creativity and its potential for brands. I’m excited to have the chance to help shape an environment where great ideas thrive and there is so much potential for growth. Plus, the people are really nice and talented.
LBB> Of course, elevating creative and operational standards is no small task. Where does one start with an endeavour like this?
Cass> Honestly, it all starts with listening and learning. Getting to know the team, understanding how things work, and figuring out where we can maybe do things differently together. My focus is on building a culture that’s driven by creativity and openness while making sure we’re delivering for the businesses we work with. Ultimately, I want to help us achieve things we’re all proud of and all part of.
LBB> Building on this, you’re also going to be strengthening the agency’s ‘Grit Makes Great’ ethos. What does this mean to you?
Cass> For me, ‘Grit Makes Great’ is all about determination and passion. I love how simple it is in its direction. It means showing up, giving your best, and not being afraid to get your hands dirty to make something happen. When everyone is up for that, it becomes a fun time despite the inevitable challenges, and it shows through the work.
LBB> Notably, you’re coming on board at a time of great momentum for the agency. How are you going to ensure this gets built upon and accelerated into the future?
Cass> Momentum is about keeping the energy alive and focused. I’ll be working with the team to fine-tune how we collaborate, celebrate our wins, and keep delivering more for our clients with every brief. Great work isn’t just rewarding for clients, it's hugely gratifying for the teams making it too. By tapping into that, we can grow in a way that feels true to HWC. It’s exciting to be part of a new generation of creative thinkers who are open to fresh ideas, grounded in experience, and ready to push boundaries.
LBB> And how will you be collaborating with your leadership team as part of this? What is that relationship like?
Cass> Well, firstly, everyone at HWC is great, which makes collaboration genuinely really easy. I think for me it goes back to listening and learning, as well as bringing an honest, ‘outside’ perspective while I’m new here. Meg (Kraemer, co-founder/ECD) and Cam (Stark, co-founder/head of strategy) have asked for as much, even in our early conversations, simply because they are constantly striving for great things, and they know that’s impossible to create in a partner vacuum. As soon as I met both of them, I felt that not only did we have a lot in common when it comes to our ‘philosophy’ of advertising, but we were immediately bouncing ideas off one another about how things might be done better.
Empowerment also plays a big role in this dynamic. I want to empower the team to feel confident in its abilities and ideas, while also being empowered to bring fresh perspectives and experiment with new approaches. It’s about creating a relationship built on trust, respect, and the shared belief that we can achieve great things together.
LBB> Let’s talk a little more about you. How would you describe your leadership style? What can your new colleagues expect from you?
Cass> I’d say I’m approachable, honest, and hands-on. I’m big on trust and ensuring everyone feels empowered to bring their best work to the table. Very few people thrive when they doubt their abilities, and I take seriously my role within a team of bringing people’s confidence out. It’s amazing how quickly that happens when the atmosphere is open, transparent and yes… FUN to be in. My goal is to create an environment where people feel supported, but also stretched to grow.
LBB> It’s also been emphasised that you very much value collaboration and transparency. What makes these traits so important to you? And how do you embody them in your day-to-day work?
Cass> Collaboration sparks the best ideas, and transparency builds the trust needed to bring them to life. When everyone’s aligned, staying strategic and moving forward together is easier. As a leader, being truthful – both in hearing and sharing it – is essential. Someone once told me, ‘It’s not the what, it’s the how’, and that’s stuck with me. I aim to be direct but respectful, using transparency to drive understanding and solutions.
LBB> As part of this, you also are a firm believer in nurturing talent. How do you approach this? And what is the younger talent at Hard Work Club like?
Cass> The best part of the job! Nurturing talent is about appreciating potential and giving people the space and support to grow. I love mentoring and helping others develop, especially in the places they love the most. A couple of times that’s actually meant someone from my team moving into a different area of advertising altogether, so sometimes it’s backfired on me!
The talent at HWC is unreal, and I’m already really excited to be part of making the work we have coming. Not only are the ‘big’ ideas brilliant, but the execution and attention to detail is meticulous. Our design team is also amazingly talented and strategic in its thinking. I’m learning a lot from this very creative group!
LBB> Looking at your career, you’ve been in Canada for a while, but you started across the pond, in England. What makes you keen to stay here nowadays?
Cass> I left London for a two-year adventure here, but decided after a few months that I’d probably stay. It’s been nearly eight years. I get really fired up if I ever hear complaints about Toronto, because it’s become home to me now.
Working abroad has been amazing for broadening my perspective. It’s shown me how different cultures approach creativity, and it’s influenced how I tackle challenges. The best part, though, is when I have a stupid question to ask, I usually blame it on not being ‘from’ here. I’m still getting away with that one.
LBB> Building on this, what are your thoughts on the state of the Canadian industry? Where do you think Hard Work Club’s place is in all of that?
Cass> The Canadian industry is buzzing with talent and potential. I think we’re also a bit more tenacious and used to making stuff happen on lower budgets than some of our global counterparts, which makes for a more interesting mix of people coming up with the ideas.
As with most industries, we need more female leaders, and a more diverse group of people at the helm in general, but I’m hoping our ever-changing customer base in Canada keeps moving us in that direction.
HWC is in a great spot to lead the charge – we’re creative by nature, smart, and focused. We’re a group of relatively young people looking to use our experience to make a mark. It feels like a new generation, and there’s a lot of exciting ground to cover. I’m thrilled to be part of that!
LBB> Finally, the work isn’t everything. Is there anything you’d like your new peers to know about you?
Cass> Hmmmmm. OK… I’m a proud ‘book slut’ – a founding member of a book club that, over the last five years, has read nearly 50 books. Also, I’m a diehard, lifelong, utterly devoted Liverpool fan. Talk to me about books, and about football! :)
