Fallon Appoints Creative Leader Nikki Baker as CEO

Publicis Groupe agency Fallon has appointed Nikki Baker as its new chief executive officer. Baker, who joined the agency in 2018 and has served as co-chief creative officer with Leslie Shaffer since 2021, succeeds Rocky Novak, who has been in the role since 2019. Novak is leaving Fallon for a yet-to-be-named new opportunity but is staying on to transition with Baker through the beginning of next year. Baker will shift into the role of CEO immediately and Shaffer will continue to creatively lead Fallon as chief creative officer. “Over the last six years, Rocky has reminded me about what it means to stay human in this business and shown me the power of having a leader who fights for great creativity and for Fallon, every single day. And he’s demonstrated how we can do those things all while protecting and nurturing our client partners and driving business results,” said Baker. Baker's recent career highlights include creatively leading the Walmart partnership with the Publicis Groupe team and spearheading campaigns including the award-winning "RomCommerce" 23-episodic series and the popular Mean Girls campaign, among others. Together with Shaffer, Baker has also been instrumental in elevating Fallon's creative output for long-standing clients including Arby's, Mattress Firm, and Front Door/American Home Shield. Baker will lean on her creative roots to help elevate Fallon on a national and global stage. "As a creative, I’ve always thrived on client connections. I believe trust and communication are the only path to get to truly great work. As I look to this next step, I’m able to bring a deep understanding of what drives value for our clients and their businesses,” Baker told ADWEEK. She added that Fallon needs to continue to deliver breakthrough creative ideas that move the needle for clients, as well as foster a culture that attracts and retains great people. Prior to joining Fallon, Baker held creative positions at agencies including DDB and GSD&M, working with brands such as McDonald's, Southwest Airlines, and Wrigley. Her work has been recognized by Cannes Lions, Clio Awards, and One Show, among others. She was also recently named to the Adweek 50, and together with Shaffer, was named to ADWEEK's Creative 100 and one of Business Insider's 30 Most Creative Women in Advertising lists. "Nikki's visionary approach to creativity and her ability to drive real business impacts make her the ideal leader to guide Fallon into its next chapter," said Susie Nam, CEO of Publicis Creative US in a statement. Fallon's quiet comeback The Minneapolis creative agency, founded in 1981, has quietly been regaining momentum, with six consecutive years of growth. Recent wins include Cuisinart and multiple brands in the entertainment space. As CEO, Baker will focus on driving growth, developing Fallon's creative capabilities and nurturing the agency's culture of innovation and inclusivity. She will continue to be involved in the Walmart business. “Creativity should always be a catalyst for success. But in today’s media landscape, it’s not only about creativity. It’s about how that creative idea comes to life. Brands have to show up where customers are, and in a way that feels natural to the platform they’re on,” said Baker, noting the success of the 23-episode shoppable RomCom on TikTok for Walmart. Fallon was a top creative agency in the aughts, wowing with ads for Rolling Stone, Porsche, Miller, BMW, and the famous EDS "Cat Herders" Super Bowl spot. The agency oozed talent, including future stars David Lubars and Greg Hahn. After selling to Publicis Groupe in 2000, Fallon expanded quickly and internationally. But eventually, it lost numerous clients and millions of dollars of billings, as well as staff. The agency may be back to its smaller roots, while still being backed by Publicis Groupe, but it’s been winning clients and putting out top-quality work for Arby’s, Cuisinart, KeyBank, and Mattress Firm under Baker and Shaffer. “I’m hoping to show the industry and beyond everything that makes Fallon so special—big breakthrough creativity led by amazing humans,” said Baker. Novak said that after 22 years at Fallon, including the last six as CEO, he is proud of what the agency has built and is excited to hand the leadership to Baker. He called her “a groundbreaking creative leader who will continue to be a champion of our people, clients, and work.” Looking ahead to next year, Baker said the goal is to build on Fallon's legacy of creative excellence while showing growth. She wants people to see Fallon as a top agency that understands how to show up in culture with big creative ideas that driving business results.

Leadership & Talent

Fallon Appoints Creative Leader Nikki Baker as CEO

The former CCO will use creativity as a catalyst to guide the agency through a new era of growth

Kyle O’Brien

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