International Judge announced - 2017 Effie Awards in association with TVNZ

Posted 1 August 2017.

​The Comms Council is pleased to announce the appointment of Chris Baker, Founder at Bacon Strategy & Research London as this year’s International Judge for the Effie Awards in association with TVNZ.


Chris Baker 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. He has over 40 year’s experience working with brands and communications, with particular expertise in the area of communications effectiveness evaluation.

With degrees in Physics and Economics from the University of Sussex, he started his career in market research at BMRB in 1973, 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 Strategy & Research in 2008.

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.

Effectiveness Credentials

Chris has been involved with the IPA Effectiveness Awards since their early days – his first IPA entry, for Farmer’s Table Chicken in 1982, is perhaps best forgotten but is regrettably still available online via WARC/ IPA database. 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 Convenor of Judges, was editor of ‘Advertising Works’, volumes 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 Switchover in 2012. He maintains an ongoing involvement with the IPA Effectiveness Awards as a mentor for entrants.

He currently consults regularly for clients on effectiveness evaluation, both directly and working with The Effectiveness Partnership.

Chris is a Fellow of the IPA, was a Full Member of the Market Research Society, and was recently one of the first inductees to the IPA Effectiveness Hall of Fame. He also consults for The Advertising Association on subjects such as the impact of alcohol advertising on young people and the commercialisation of childhood.