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Baker to leave WAA for KLM

Following the news of Paul Baker’s departure from WAA as creative director, it has transpired that he is to join Birmingham agency KLM.

Baker will take on the role of creative director at KLM from Thursday, made vacant by his former protégée when he was creative director at McCann’s Birmingham, Gary Setchell who has returned to McCann’s to take on the corresponding creative director’s role.

Jon Derry, chairman of KLM told The Drum that they had been talking to Baker about joining the agency since Setchwell departed.

Derry said: “When Gary resigned to back to McCann’s it was shortly after that when we started speaking to Paul. Gary did a fantastic job for us and left a big hole, so we needed a big pair of shoes to fill that and that’s what Paul will do. He’ll be on the board of KLM ltd, working with myself and the other directors in taking the agency forward.

“Paul is an outstanding creative leader with a proven record of developing top quality creative work. I know he will make a valuable contribution to KLM’s overall development,” continued Derry.

Baker said, “KLM view their creative product as integral to the agency’s overall strategy – which is a pre-requisite for any long term success in my view. KLM is an open and positive place - a well run independent agency which offers me both the opportunities and the culture I’m looking for.”

He will head up a creative team of around 12 which will look to services clients such as Britvic; BSkyB; Continental Tyres; Diageo; Marketing Birmingham; Birmingham Children’s Hospital, Peel Airports Group and Volkswagen Commercial Vehicles.