Agency of the year

Head of Planning Nick Baker

Nick joined us in January 2015 to lead the planning on our prestigious Lloyds Banking Group and The Economist clients. His hugely impressive impact has transformed the way we plan and strategically support these clients. But it’s not just the level of thinking we love – It’s also the bags of enthusiasm, ambition and drive – which makes Nick the perfect person to Head up our Planning team here at Proximity London and constantly challenge the agency to deliver a new level of thinking.


At work

Nick started out in the world of ‘direct’ on the graduate training programme at Black Cat Agency, where he worked on British Gas, Boots and Motorola. After Black Cat he went client side at Betfair, where he led one part of the Acquisition team and supported the huge growth that the business enjoyed. After a 6 month break, where he travelled around the world, Nick joined Digital & Direct – which became SapientNitro, where his first ‘proper’ planning role came, making the leap from account man to planner on the agency’s longest-term and biggest client, Sky. His success in this role saw him snapped up by the VCCP Partnership, where he became Head of Planning for VCCPme, leading the planning across a number of accounts, including MORE TH>N and First Drinks, while also playing a key role in the new business wins of Channel 4 and Kia.

At play

Nick has three major passions: his family, his music and his sport. Work/life balance is extremely important and he always has enough time for his two, adorable children – who are both as mischievous and playful as he is. Although not many people know this, he was also a bit of a raver in his time and you can frequently hear the thud of House music coming from his headphones. Nick is also very keen on sport, regularly playing tennis, golf and football. His wife would argue that Southampton Football Club is his mistress, but he kept that quiet until recently… funny that.