Chief Creative Officer
DDB New York
1) I think it’s safe to say the divisive state of politics will continue to make us all pine for simpler, more unified times. So brand stories that champion inclusion, diversity and unity stand to connect with people more than ever. Similarly, I think brands that align themselves behind “purpose driven” creative work will find receptive audiences – as long as its relevant and not gratuitous. I think consumers are wise to brands trying to jump on the “purpose” bandwagon. At least the McSweeney’s writer who wrote this hilarious piece, “What I Need Most in My Life Right Now is a Purpose-Driven Paper Towel Brand,” has it figured out: https://www.mcsweeneys.net/articles/the-thing-i-need-most-in-my-life-right-now-is-a-purpose-driven-paper-towel-brand
2) I hate to sound biased by referencing DDB work, but the “Skittles: The Broadway Musical” Super Bowl campaign really answers this question for me. And since I had zero to do with it aside from being insanely jealous, I’m going to gush a bit: just a brilliant blurring of the lines between advertising, entertainment and satire, and a warping of the rules of engagement with consumers, especially around the Super Bowl. It was a breakthrough creative moment and a huge business success for a very brave and deserving client.
3) We were fortunate enough to win two Gold Lions at Cannes for a campaign we did for the Tribeca Film Festival. Prior to coming up with the ultimate campaign idea, we’d presented a round or two to the clients. We shared some stuff we loved. Some of it more logistically complex. More techy. More experiential. More expensive and arguably more ambitious. And for a variety of valid reasons, we just couldn’t get to a green light from our clients. In the end, we just went back to the simple core truth that Tribeca is about storytelling, and we found a wonderful way to celebrate that without obscuring it in execution. It was a great reminder that simpler is almost always better.
Nikki Baker Becomes CEO At Fallon
Fallon has appointed Nikki Baker as its new CEO. Baker, who joined the creative agency in 2018 and has served as co-chief creative officer with Leslie Shaffer since 2021, succeeds Rocky Novak, who has been in the role since 2019.
Baker’s promotion to CEO comes at a time of significant momentum for the agency, including six consecutive years of growth and award-winning work.
Baker’s recent career highlights include creatively leading the Walmart partnership with the Publicis Groupe team and spearheading innovative campaigns such as the award-winning “RomCommerce” 23-episodic series and the internet-breaking Mean Girls campaign, among hundreds of other campaigns together with the brand over the past few years. Together with Shaffer, Baker has also been instrumental in elevating Fallon’s creative output for longstanding clients like Arby’s, Mattress Firm, and Front Door/American Home Shield.
“I’ve always been an admirer of Fallon, even before I joined. The chance to lead the agency is an absolute honor. Fallon is a place like no other with amazing talent and a legacy of building big, innovative, creative ideas,” said Baker. “Rocky has represented the best of Fallon. He’s been a great leader, and I couldn’t be more excited to take the reins and lead the agency through to the next chapter. With creativity at our core, we’re going to be as ambitious as ever, push boundaries, and continue embracing emerging platforms to deliver work that truly resonates in culture.”
Prior to joining Fallon six years ago, Baker held positions as creative director and art director at agencies including DDB and GSD&M, working with major brands such as McDonald’s, Southwest Airlines, and Wrigley. Her work has been recognized by... Read More