Chris Baker.

Chris Baker
Chris has over 40 year’s experience working with brands and communications. With degrees in Physics and Economics, he started his career in market research at BMRB, before moving to Saatchi & Saatchi in 1981, becoming Deputy Head of Planning in 1988. He was a founder member of Bainsfair Sharkey Trott (BST.BDDP) in 1990, where he was Planning Director. Subsequent mergers in 1997 and 1998 took him to senior planning roles at GGT.BDDP, then TBWA as Director of Strategic Consultancy.

His experience is broad, covering hundreds of brands across most sectors, consumer packaged goods, automotive, public sector, charities, and beyond. In recent years much of his work has involved the translation of traditional planning disciplines to brands in the digital world. Chris has been involved with the IPA Effectiveness Awards since their early days. He helped pioneer thinking on the ‘longer and broader’ effects of advertising, and has written, judged and mentored on hundreds of effectiveness awards papers.

He judged the IPA Effectiveness Awards in 1990, 1992 and 1994 and, as twice Convenor of Judges, was editor of ‘Advertising Works’ 7 & 8. He has won several IPA Effectiveness Awards over the years, He maintains an ongoing involvement with the IPA Effectiveness Awards as a mentor for entrants. Chris is a Fellow of the IPA, was a Full Member of the Market Research Society for 35 years. He was one of the first inductees to the IPA Effectiveness Hall of Fame.