Publicis Groupe Agency Fallon has named Nikki Baker as its new general manager. Baker, who joined the agency in 2018 and has served as co-creative director with Leslie Shaffer since 2021, succeeds Rocky Novak, who has held the role since 2019.
Novak is leaving Fallon for a new opportunity that has yet to be named, but remains in transition with Baker until early next year. Baker will immediately assume the role of CEO and Shaffer will continue to creatively lead Fallon as chief creative officer.
“Over the past six years, Rocky has reminded me what it means to stay human in this industry and shown me the power of having a leader who fights for great creativity, and for Fallon, every day. And it demonstrated how we can do these things while protecting and nurturing our customer partners and driving business results,” Baker said.
Baker’s recent career highlights include creatively leading the Walmart partnership with the Publicis Groupe team and leading campaigns including the award-winning 23-episode series “RomCommerce” and the popular Mean Girls Campaignamong others.
Alongside Shaffer, Baker was also instrumental in enhancing Fallon’s creative output for longtime clients including Arby’s, Mattress Firm and Front Door/American Home Shield.
Baker will draw on his creative roots to help elevate Fallon on the national and global stage.
“As a creative, I have always thrived on client relationships. I believe that trust and communication are the only paths to truly great work. As I consider this next step, I am able to bring a deep understanding of what drives value for our clients and their businesses,” Baker told ADWEEK.
She added that Fallon must continue to deliver groundbreaking creative ideas that move things forward for clients, as well as foster a culture that attracts and retains great people.
Before joining Fallon, Baker held creative roles at agencies including DDB and GSD&M, working with brands including McDonald’s, Southwest Airlines and Wrigley. His work has been recognized by Cannes Lions, Clio Awards and One Show, among others. She was also recently named to Adweek 50and with Shaffer, was appointed to ADWEEK Creative 100 and one of Business Insider’s 30 Most Creative Women in Advertising.
“Nikki’s visionary approach to creativity and ability to drive real business impact make her the ideal leader to guide Fallon into its next chapter,” Susie Nam, CEO of Publicis Creative US, said in a statement.
Fallon’s quiet return
The Minneapolis creative agency, founded in 1981, is slowly regaining momentum, with six consecutive years of growth. Recent wins include Cuisinart and several brands in the entertainment space.
As CEO, Baker will focus on growth, developing Fallon’s creative capabilities and developing the agency’s culture of innovation and inclusion. She will continue to be involved in Walmart’s operations.
“Creativity must always be a catalyst for success. But in today’s media landscape, it’s not just about creativity. It’s about how that creative idea comes to life. Brands need to appear where customers are, and in a way that feels natural to the platform they are on,” Baker said, highlighting the success of the 23-episode shoppable RomCom on TikTok for Walmart.
Fallon was one of the top creative agencies of the time, stunning with ads for Rolling Stone, Porsche, Miller, BMW and the famous EDS. “Cat Breeders” Super Bowl spot. The agency was teeming with talent, including future stars David Lubars and Greg Hahn. After reselling to Publicis Groupe in 2000, Fallon expanded rapidly and internationally. But in the end he lost many clients and millions of dollars in billingsas well as staff.
The agency may have returned to its more modest roots, while still being supported by Publicis Groupe, but it is gaining clients and producing quality work for Arby’s, CuisineartKeyBank and Mattress Company under Baker and Shaffer.
“I hope to show the industry and beyond what makes Fallon so special: groundbreaking creativity led by extraordinary humans,” Baker said.
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 over leadership to Baker. He called her “a revolutionary creative leader who will continue to be a champion for our people, our clients and our 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 knows how to show up in culture with big creative ideas that drive business results.
