Chris Baker studied Physics and Economics before starting his career in market research at BRMB. He joined Saatchi & Saatchi in 1981, becoming Deputy Head of Planning in 1988.
In 1990 he left Saatchis to found Bainsfair Sharkey Trott (BST.BDDP) where he was Planning Director. Two mergers in 1997/98 took him to senior planning roles at GGT.BDDP, then TBWA as Director of Strategic Consultancy. He was editor of ‘Advertising Works’ Vols 7 & 8 and has won several IPA awards, including a Gold and Special Prize for Integration for the launch of the Central London Congestion Charge. He is a full member of the Market Research Society and a Fellow of the IPA.