John Baker: Brand Planning Director
Someone once described John as a blue-collar guy with a white-collar mind. In other words, a guy who’s smart and business-focused with an easygoing, down-home nature. In yet other words, a natural-born planner.
John came to The Richards Group in 1995 after ten years in Manhattan, training in the discipline of planning at Ogilvy & Mather and DDB Needham. Here, John has developed brand insights for a host of successful clients including Motel 6, Go RVing, Gander Mountain, 1-800 CONTACTS/Glasses.com, and Orkin. In the past, he’s worked on big clients (Campbell’s Soup, Heinz, Computer City) and small ones (Riggs Bank, Zephyrhills Bottled Water, Antares); however, he’ll be the first to say that the size of the client doesn’t matter – only the size of the insight.
Originally from the Syracuse area, John met his wife, Diane, while studying at Binghamton University. He enjoys sports, reading, and his three grown kids.