‘A towering figure in Adelaide’s advertising industry’: Vale John ‘JB’ Baker
Tributes have been flowing in for one of Adelaide’s leading adland figures, John ‘JB’ Baker, who died suddenly last Friday.
Baker was a prominent member of South Australia’s advertising community, having spent nearly three decades at KWP+Partners. In 2008, he was a joint managing partner, and by 2013, he rose to managing director. He had served as group business development director since 2022.
He is survived by his wife Jo and children Harry, Kate, and Annabel.
John Baker
Tributes and messages of sympathy from those within advertising and beyond have begun streaming in, including from KWP+Partners’ CEO, David O’Loughlin.
“John Baker, JB, was a friend, a father, a colleague, and a fierce advocate for people he worked with,” O’Loughlin said.
“He loved life in the trenches, fighting for good work, fighting for his clients, and fighting for what was right and just. But, although fierce in the fray, JB was gentle. Big and gentle – a big man, with big heart, a big smile, and a big impact on everything he touched.
“My friend, my partner in crime, and my lunch buddy, JB leaves a big, big hole in our hearts and in the world today.”
The Adelaide Advertising and Design Club described him as a “true legend”.
“A towering figure in Adelaide’s advertising industry, the surf lifesaving movement and community service, JB’s career and contributions left a lasting mark in boardrooms, on beaches and in the hearts of countless people,” a statement reads.
“The Adelaide Advertising & Design Club sends our most sincere condolences to John’s family.”
James Rickard, a freelancer creative in the Adelaide community, and creative mentor at the AADC, echoed O’Loughlin, describing Baker as a “larger-than-life character”.
“His loss will be felt deeply by all those he forged strong bonds with,” Rickard said in a tribute.
“He was a gentle giant, with a mischievous glint in his good eye. They didn’t break the mould when they made him, they shattered it. Our relationship wasn’t always smooth sailing, but the great moments far outshone the bad. I’ll miss you mate.”
Outside of advertising, Baker was a long-time member of Surf Life Saving Australia. He was an active patrolling member of the Brighton Surf Life Saving Club for over 40 years, before serving as South Australian president for a decade. In 2021, he became Australian president of the organisation.
Adam Weir, CEO of Surf Life Saving Australia, said his loss will be felt by many. He described Baker as “one of our most dedicated volunteers and leaders”.
“JB’s passion for Surf Life Saving was felt at all levels of our organisation. He remained an active volunteer with his Brighton Surf Life Saving Club and the South Australian Westpac Lifesaver Rescue Helicopter Service, performing thousands of hours patrolling our coastlines,” Weir said in a statement on Friday.
“As President of SLSA, he recently launched the new 2030 Strategic Plan for the organisation, always pushing the organisation to strengthen the Federation and focus on how we can make it easier to be a lifesaver. His advocacy for water safety went beyond Australia’s coastline, serving as vice-president of Asia-Pacific on the International Life Saving Federation.
“Beyond the accolades and awards, John was a beloved member of our Surf Life Saving community and will be missed. Our thoughts are with his wife Jo and his family and friends at this time.”
He was also on the Westpac Life Saver Rescue Helicopter Service board of directors, was deputy national chairman of the Virtual War Memorial Australia, and chairman of V-Star Powered Lift Aviation.
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Lauren McNamara is a freelance journalist contributing to Mumbrella. She previously spent three years at the publication, most recently as the associate editor. She first joined in 2022 after completing a Bachelor of Communications (Journalism) at UTS. She left her staff role at Mumbrella in August 2025.
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JB was a giant of the industry – well respected and very well-liked. A sharp mind for comms and one of the funniest bastards I’ve known. I’m honored to count him as a mate. I miss him immensely.
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