WAA has confirmed the appointment of McCann Erickson Central's Paul Baker as its new head of creative.
Baker joined McCann Central as executive creative director in 2003, following a spell in the capital with agencies including Saatchi & Saatchi, Grey and Publicis. He led the integration of traditional and digital offerings within McCann’s Birmingham and Bristol offices.
Baker’s arrival at WAA comes three years after he was first set to join the agency – before he made a last minute decision to stay at McCann.
He said: “When you have hundreds of clients it’s very hard to bring your full depth of experience to effect on their behalf. The independent nature of WAA means I can focus on quality rather than quantity, and build deeper, more productive relationships with clients and their brands.”
Baker will join WAA’s board, reporting to managing director Jacqui Lennon, and head up a team which includes creative directors Steve Eltringham and Henry Becket.
WAA managing director, Jacqui Lennon, said: “We’ve coveted Paul for some time and have worked hard to bring him on board, so this is a particularly gratifying announcement for us to make.
“He comes to us with a wealth of experience in establishing a world class integrated creative product, team and strategy - and his appointment is indicative of our intentions for WAA.”
Meanwhile, the agency has confirmed that it will re-pitch for the Sony Centre ad account, which it has handled for four years, after the business called a review.
Becket said: “We understand that the client is reviewing its business strategy and that this will naturally result in a new brief.
“WAA has a great track record and working relationship with Sony Centre and we will be pitching for the business.”