WAA, the Midlands’ largest independent communications agency has appointed Paul Baker as its new head of creative.
Mr Baker joins the agency from McCann Erickson Central, where he heads the agency’s creative team.
At McCann Erickson Central, Mr Baker was responsible for strengthening the agency’s creative product, which has had a major effect on new business success rates with wins including Harley Davidson, Casio and Whitbread.
He also led the integration of traditional and digital disciplines within McCann Central’s Birmingham and Bristol offices.
Mr Baker said: “When you have hundreds of clients it’s very hard to bring your full depth of experience to effect on their behalf.
“The independent nature of WAA means I can focus on quality rather than quantity, and build deeper, more productive relationships with clients and their brands.
WAA managing director Jacqui Lennon said: “We’ve coveted Paul for some time and have worked hard to bring him on board, so this is a particularly gratifying announcement for us to make.
“He comes to us with a wealth of experience in establishing a world class integrated creative product, team and strategy, and his appointment is indicative of our intentions for WAA.”