Nikki Baker Interview
Nikki Baker discusses her career in advertising, Fallon’s creative process, the importance of collaboration, and tips for young writers in this exclusive Subtext interview.
Published on
May 22, 2024
6
min. read
We fell hard for Add to Heart, Fallon’s incredibly creative holiday campaign for Walmart. So of course we’re very excited to have some time to chat with Nikki Baker, the Minneapolis-based agency's incredibly talented Chief Creative Officer. Enjoy!
What are your pronouns?
she/her
In as few words possible, how would you describe what you do?
I help brands sell things.
How did you get your start as a creative and what inspired you to get into it?
Starting with Sesame Street at four years old, I’ve always loved television and movies. I knew I wanted to “make things that went on TV.” I took a few classes in college that told me in order to make money making things that went on TV, the easiest path might be a job in advertising vs moving to Hollywood. After messing up media job interviews by talking about creative work too much, I was told that maybe I should go to ad school and become a creative.
Fallon is known for great storytelling. What is your perspective on writing within Fallon and how does it influence the Fallon creative process?
The thing about writing at Fallon is that before you start writing you have to have a good strategy. I know that sounds cliche but without it we shouldn’t even start writing. We are very lucky to have best in class strategists who are not only smart as hell, they’re also creative and soooo acutely tuned into human behaviors. It can take a long time to uncover something that might be obvious - but that’s where we want to start writing. I believe the key to great advertising is simplicity. First we need to start with a simple human truth - then, as we write, we are always trying to keep things smart, human, relatable…and simple.
Fallon collaborates with other agencies often. What is your POV on working across teams, agencies and clients?
The secret to collaboration is relatively simple: don’t be an asshole.
Forgive me while I wander into a sports analogy here - but the best teams are the ones that have a good player at every position. Jordan was Jordan because he had Pippen and Rodman and Kerr and…I’ve found that you can make even greater work with a team of experts if every expert leaves their ego at the door. This is very hard to do though!
You work on some of the biggest brands in the world, what is your advice for selling ideas into executive teams? Any tips for getting clients bought in?
Honesty I used to think there was a secret but then I just started telling stories in my own voice. I went to a workshop once where people were presenting with GIFs and it blew my mind (this was years ago) and I was like WHY DON’T I USE GIFs?! It’s how I communicate with my friends. It’s how I explain things. Even the most important clients are also human beings who like being entertained. If you tell a clear, but engaging, story that is on-strategy, you will usually win.
What are some skills beyond good writing that make the biggest difference in your work?
I think the answer above - the craft of good storytelling is difficult but it’s a hugely helpful skillset when selling things in. I also think you just go further in life being nice. I have a print up at my house that says "Work Hard and Be Nice." It’s not a skillset, but maybe it is?!
What advice would you offer to young writers looking to make a career of being a creative? And as someone who went through Miami Ad School, would you recommend that now?
I don’t think I’d be where I am without going to ad school - the difference now is the invention of things like TikTok. There are so many platforms to “build up your book” now, but the actual skill of writing for advertising is something that needs to be honed. It’s not easy. It’s very specific. You have to be able to unlock a clear strategic point, creatively. And the really good ones can do it for a range of products/tones of voice and they can do it FAST. This takes a long time to craft.
The brand and advertising landscapes are always evolving. How do you see it changing over the next few years? Any predictions or wishes?
I could never predict. It’s beyond overwhelming the amount of messages we get on a daily, hourly, and minutely(!!) basis. My wish is the same it has been since we started writing for banner ads: please stop making us do banner ads. Nobody wants to click on a banner ad. In fact, “success” for click through rates are less than 1%. Why are we still writing banner ads?!
Instead, I’d love for everyone to realize the power of an idea. And that there are only a few people left that can really give you a BIG IDEA - that can travel to all of the places that are bombarding us by the minute - even a banner ad, IF YOU MUST!
What gets you most excited about what you do? And how do you keep the passion alive for the work?
Honestly it’s the people I work with. All of the ego-less non-assholes that I get to work with every day. Seeing people make work I could NEVER have made. Being able to help sell ideas to clients — ideas that I could NEVER have thought of. I’m so proud of the people I work with at Fallon — and within the agencies across the Publicis Groupe Walmart team. It’s what keeps me going. The fact that I still get to “make things that go on TV” is something I love. It is a fun job, and if you’re not having fun doing this? Yeesh!
What’s next for you and Fallon? Anything exciting on the horizon?
That actually is a perfect segue from the previous question — another thing I love about this job is every single day is different. My CCO partner, Leslie Shaffer, and I just celebrated our 6-year anniversary at Fallon. It feels like the last couple of years have been a lot of learning and just finding the right groove, but now there’s a bit of electricity in the air. Our creative department is double the size we were just two years ago and every single creative is a Swiss Army knife of media/creative/strategy brains and talents. It's an exciting time.
Where can The Subtext readers keep up with you?
linkedin.com/in/nikkibakercreative
IG: @nikkijbaker
Bonus Round
Dream brief -- what does it say in one sentence?
Make people think differently about this really silly product.
Fuck, Marry, Kill (for copywriters) – Commercials, Billboards, Social Campaigns
I LOVE THIS
Marry: Billboards
Fuck: Commercials
Kill: Social Campaigns
In one word, what is the enemy of good creative work?
Fear
If you could life swap with anyone, who would it be (no explanation needed)?
Jen Aniston
I read once that she has a really cool bungalow with a pizza oven.
We fell hard for Add to Heart, Fallon’s incredibly creative holiday campaign for Walmart. So of course we’re very excited to have some time to chat with Nikki Baker, the Minneapolis-based agency's incredibly talented Chief Creative Officer. Enjoy!
What are your pronouns?
she/her
In as few words possible, how would you describe what you do?
I help brands sell things.
How did you get your start as a creative and what inspired you to get into it?
Starting with Sesame Street at four years old, I’ve always loved television and movies. I knew I wanted to “make things that went on TV.” I took a few classes in college that told me in order to make money making things that went on TV, the easiest path might be a job in advertising vs moving to Hollywood. After messing up media job interviews by talking about creative work too much, I was told that maybe I should go to ad school and become a creative.
Fallon is known for great storytelling. What is your perspective on writing within Fallon and how does it influence the Fallon creative process?
The thing about writing at Fallon is that before you start writing you have to have a good strategy. I know that sounds cliche but without it we shouldn’t even start writing. We are very lucky to have best in class strategists who are not only smart as hell, they’re also creative and soooo acutely tuned into human behaviors. It can take a long time to uncover something that might be obvious - but that’s where we want to start writing. I believe the key to great advertising is simplicity. First we need to start with a simple human truth - then, as we write, we are always trying to keep things smart, human, relatable…and simple.
Fallon collaborates with other agencies often. What is your POV on working across teams, agencies and clients?
The secret to collaboration is relatively simple: don’t be an asshole.
Forgive me while I wander into a sports analogy here - but the best teams are the ones that have a good player at every position. Jordan was Jordan because he had Pippen and Rodman and Kerr and…I’ve found that you can make even greater work with a team of experts if every expert leaves their ego at the door. This is very hard to do though!
You work on some of the biggest brands in the world, what is your advice for selling ideas into executive teams? Any tips for getting clients bought in?
Honesty I used to think there was a secret but then I just started telling stories in my own voice. I went to a workshop once where people were presenting with GIFs and it blew my mind (this was years ago) and I was like WHY DON’T I USE GIFs?! It’s how I communicate with my friends. It’s how I explain things. Even the most important clients are also human beings who like being entertained. If you tell a clear, but engaging, story that is on-strategy, you will usually win.
What are some skills beyond good writing that make the biggest difference in your work?
I think the answer above - the craft of good storytelling is difficult but it’s a hugely helpful skillset when selling things in. I also think you just go further in life being nice. I have a print up at my house that says "Work Hard and Be Nice." It’s not a skillset, but maybe it is?!
What advice would you offer to young writers looking to make a career of being a creative? And as someone who went through Miami Ad School, would you recommend that now?
I don’t think I’d be where I am without going to ad school - the difference now is the invention of things like TikTok. There are so many platforms to “build up your book” now, but the actual skill of writing for advertising is something that needs to be honed. It’s not easy. It’s very specific. You have to be able to unlock a clear strategic point, creatively. And the really good ones can do it for a range of products/tones of voice and they can do it FAST. This takes a long time to craft.
The brand and advertising landscapes are always evolving. How do you see it changing over the next few years? Any predictions or wishes?
I could never predict. It’s beyond overwhelming the amount of messages we get on a daily, hourly, and minutely(!!) basis. My wish is the same it has been since we started writing for banner ads: please stop making us do banner ads. Nobody wants to click on a banner ad. In fact, “success” for click through rates are less than 1%. Why are we still writing banner ads?!
Instead, I’d love for everyone to realize the power of an idea. And that there are only a few people left that can really give you a BIG IDEA - that can travel to all of the places that are bombarding us by the minute - even a banner ad, IF YOU MUST!
What gets you most excited about what you do? And how do you keep the passion alive for the work?
Honestly it’s the people I work with. All of the ego-less non-assholes that I get to work with every day. Seeing people make work I could NEVER have made. Being able to help sell ideas to clients — ideas that I could NEVER have thought of. I’m so proud of the people I work with at Fallon — and within the agencies across the Publicis Groupe Walmart team. It’s what keeps me going. The fact that I still get to “make things that go on TV” is something I love. It is a fun job, and if you’re not having fun doing this? Yeesh!
What’s next for you and Fallon? Anything exciting on the horizon?
That actually is a perfect segue from the previous question — another thing I love about this job is every single day is different. My CCO partner, Leslie Shaffer, and I just celebrated our 6-year anniversary at Fallon. It feels like the last couple of years have been a lot of learning and just finding the right groove, but now there’s a bit of electricity in the air. Our creative department is double the size we were just two years ago and every single creative is a Swiss Army knife of media/creative/strategy brains and talents. It's an exciting time.
Where can The Subtext readers keep up with you?
linkedin.com/in/nikkibakercreative
IG: @nikkijbaker
Bonus Round
Dream brief -- what does it say in one sentence?
Make people think differently about this really silly product.
Fuck, Marry, Kill (for copywriters) – Commercials, Billboards, Social Campaigns
I LOVE THIS
Marry: Billboards
Fuck: Commercials
Kill: Social Campaigns
In one word, what is the enemy of good creative work?
Fear
If you could life swap with anyone, who would it be (no explanation needed)?
Jen Aniston
I read once that she has a really cool bungalow with a pizza oven.
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