Chris Baker
Partner, Bacon Strategy & Research
Chris is the founder of Bacon Strategy & Research Limited, a consultancy that brings fresh thinking, solutions and ways of working to brands, businesses and marketing communications.
With degrees in Physics and Economics from the University of Sussex, 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. Subsequent mergers in 1997 and 1998 took him to senior planning roles at GGT.BDDP, then TBWA as Director of Strategic Consultancy.
His experience spans most sectors, including CPG, automotive, public sector, charities, and beyond. 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 was IPA Effectiveness Awards Convenor of Judges and editor of ‘Advertising Works’ volumes 7 & 8 in 1992 and 1994, and has won several IPA Effectiveness Awards in his own right. He maintains an ongoing involvement with the IPA Effectiveness Awards as a mentor for entrants and consulting for clients on effectiveness evaluation, both directly and with The Effectiveness Partnership.
Chris is a Fellow of the IPA, and was one of the first inductees to the IPA Effectiveness Hall of Fame.