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Awards Advisory Service Mentor - Chris Baker

To help authors shape their entries for the IPA Effectiveness Awards, the IPA has created an Awards Advisory Service which pairs agencies with mentors who are all experienced former judges and authors.

This page profiles Chris Baker, former Convenor of Judges and an award-winning author.

Chris was recently inducted into the IPA Effectiveness Hall of Fame.


Chris Baker, partner Bacon Strategy & Research.

Chris Baker is the founder of Bacon Strategy & Research, a consultancy that brings fresh thinking, solutions and ways of working to brands, businesses and marketing communications. 

With degrees in Physics and Economics, Chris 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. He set up Bacon in 2008.

Chris judged the IPA Effectiveness Awards in 1990, 1992 and 1994 and, as Convenor of Judges, was editor of ‘Advertising Works’ 7 & 8. He has won several IPA Effectiveness Awards over the years, including Silver for Castlemaine XXXX in 1986, Gold and Special Prize for Integration for the launch of the Central London Congestion Charge in 2004, plus Gold and Special Prize for Channel Planning for Digital UK in 2012.

His experience is broad, covering hundreds of brands across most sectors, consumer packaged goods, automotive, public sector, charities, and beyond. Some of his current work is direct with clients, but he also works flexibly with agencies and consults for The Advertising Association. He was recently inducted into the IPA Effectiveness Hall of Fame and maintains an ongoing involvement with the IPA Effectiveness Awards as a mentor for entrants.

In his spare time he is a Director at Ealing Golf Club.

Last updated 23/10/2015

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