Proximity appoints Nick Baker for Lloyds Bank and Bank of Scotland business

Proximity has named Nick Baker as new planning director, where he will work on the agency’s Lloyds Bank and Bank of Scotland business.

Joining from the role of head of communications planning at VCCP Me, where he worked on accounts for Channel 4 and More Th>n, Baker will develop new strategies for the recently rebranded banking group and will report to joint head of planning, Darren Burnett.

Burnett said “Nick is an award-winning planner and incisive thinker with exactly the approach we’re looking for. I’m confident he’ll be playing a key role as we work with Lloyds Banking Group to bring their incredible portfolio of brands to life for their customers in every interaction.”

Prior to VCCP Me, Nick spent four years in senior planning roles at SapientNitro and worked on the flagship Sky account.

Baker said: “I am absolutely delighted to be joining Proximity. The agency has enjoyed incredible success over the last two years and I’m excited about contributing to its continued growth in the future. There is a huge opportunity to place one-on-one communications at the heart of Lloyds marketing strategy, so I look forward to what is no doubt going to be a year of transformation in 2015.”

He will take up his new role in January 2015.