Credit where it’s due: Nick Baker
Nick Baker has shouldered the responsibility of marketing Australia as a holiday destination not just to the rest of the world, but to Aussies as well. As he finishes his seven year stint at Tourism Australia tomorrow, we give Credit Where it’s Due to his efforts.
Imagine coming into a new job as a marketer where the last campaign has just been described as a “rolled gold disaster” by the Prime Minister.
This is what faced Nick Baker when he came into the big chair of chief marketing officer at Tourism Australia, inheriting the infamous 2006 ‘So Where the Bloody Hell Are You?’ campaign that did more for Lara Bingle’s career than Australia’s image.
I’d also like to mention that Nick has been an inspiring leadership figure in the world of marketing.
Despite his big workload, he’s always been available to put his head above the parapet and speak on big topics at industry events.
And I’ve always been a little daunted by how well he’s managed to keep his own knowledge up to date at the cutting edge of marketing technology. He knows a lot more than many in his type of position.
Under Nick’s leadership (and to be fair, his former boss Andrew McEvoy)’s leadership, the organisation has been a textbook example of building stakeholder relationships too. I don’t think I’ve come across a more inclusive government-funded body.
Nick, thanks for everything you’ve done for Mumbrella, but also the wider industry.
Cheers,
Tim – Mumbrella
Nick,
Appreciate your recognition.
My sincere thanks.
Sean
It’s worth saying that as CMO at Tourism Australia, you’re custodian of a country’s brand – something the people who live here (not just those born in Australia) and those who live overseas feel they themselves own. There cant be a more critiqued campaign that TA’s work and, while I don’t know Nick, I know from his willingness to take on that challenge that he’s got massive cajones. Its enough to scare the bejesus out of most people.
I worked alongside Lisa many years ago and I’m ecstatic for her that she’s stepped up. She too will be fantastic. She’s a smart marketer with an outstanding track record. Looking forward to seeing the output of her work.
I agree with the article (except I thought the ‘Nothing Like Australia’ song was anachronistic), but more so the whole idea of Credit Where Its Due. Love your work, Mumbrella.
Great piece on Nick who has been an outstanding creator of great storytelling platforms. His success has been that all the marketing has been of the highest quality, it has had impact and the commercial world has been able to partner in it (really important). Well done Nick and well done mumbrella for the acknowledgement.. Andrew
Echo all of the comments here regarding Nick’s contribution to TA and industry, and underline how he’s gone about his work. He is an absolute gentleman.
Nick’s greatest legacy could still be to come, with launch of the new australia.com, and an entirely new marketing platform.
Congratulations on a fantastic leg of what will no doubt be an enduring career.
Wow, that is a wrap sheet you want in your folio!
Congrats Nick on excelling in a job where even the most angelic of marketers would fear to tread.
As a former reporter who had a lot to do with Nick I can concur. He never shied away from answering the tough questions and even if his answers could lean to jargon (and in that respect he is not alone) he didn’t obfuscate. He always mounted a robust defence of his campaigns and advanced strong and credible arguments as to why he was investing heaps of taxpayer dollars into them. He had to face tough questions as his campaigns were rightly or wrongly viewed as de facto brand campaigns for Oz Inc and I think that as an Englishman it can’t have been easy for him when he found himself in front of his political masters. Much the same could be said of his boss Andrew McEvoy; between them they made a concerted effort to engage the media and bring them along on their journey. I wish Nick well.
Quite simply, the global benchmark has been set high by Nick, Andrew and their creative and commercial partners.
Well done for teaching a younger generation of up and comers how to roll.