McCanners of New York: Blair Baker
Welcome to 'McCanners of New York', a series that delves into the lives of the talent behind McCann New York's greatest work. Featuring employees across departments and various roles, this series is an exploration of their personal stories, side-hustles, passions and the projects they cherish.
'McCanners of New York' offers a glimpse into the lives of these talented advertisers, showcasing both their professional and personal journeys.
In this edition, we’re getting to know Blair Baker, senior strategist.
Q> Why did you decide to pursue a career in Advertising?
Blair> I’ve always wanted to do something creative. Growing up art class was always my favourite and I dreamed of being a fashion designer. Despite my passion for creative endeavours, I lack the hard skills of drawing or designing. In parallel, I have always been the one to ask “why?”– striving to understand why people are the way that they are. In college I was a sociology major which nicely fit into my constant curiosity about the world around me, but sociology didn’t have a clear path to a job outside of academia. Reflecting the fable of Goldilocks and the Three bears, I interned in PR (not creative enough), and account at an ad agency (too analytical), leading me to discover my 'just right' - strategy! Post-grad, I did three-month strategy course at Miami Ad School which solidified my passion. Strategy is the perfect combination of creativity and curiosity.
Q> Outside of work, do you have any personal interests or hobbies that you're particularly passionate about? Has this hobby/passion influenced your work in advertising at all?
Blair> I have been on a journey for the past few years to re-discover my hobbies. In college and early adulthood, it’s so easy for school and work to become all-consuming and we lose the fun things that bring us joy.
I love to host people at my apartment. Hosting is a hobby in itself, but I’ve been going for the 2-for-1 special by hosting dinners and arts and crafts parties. Dinner parties are an outlet for my hobby of cooking (and eating). I love to explore new flavours, try new recipes, and bring people together with food. When not cooking, I have a thorough NYC restaurant spreadsheet where I organise and rate places I have eaten.
When it comes to art-and-crafts, I have reignited this childhood passion through the aforementioned craft parties where I bring friends together for some wholesome collaging, candle painting, water colouring, crocheting, etc. I have also used my passion for art to re-create art pieces I’ve admired to decorate my home.
Lastly, reading and books is, arguably, my largest hobby. I have always loved to read, it satiated my curiosity for other experiences by allowing me to dive into different worlds, experiences, and lives. Since graduating college, I have built out my bookshelf (metaphorically and literally) and have extended this love for books through starting two book clubs. One is outside of work, evolving from friends to friends of friends, to friends of friends of friends. I have also recently started a McCann book club through The Voice. I love talking about books I’ve read, and my book clubs are the source of much joy. Shameless flex that I read 50 books last year and am on track to surpass it this year.
Up next is an ASL class, more books, and a dinner party series I’ve named, 'Girl Dinner'.
Q> Can you share a project or campaign you've worked on that you're particularly proud of?
Blair> Everything I’ve worked on for TJ Maxx has been such a labour of love. I have loved seeing our most recent, 'Maxx What Makes You *You*' campaign come to life, but my favourite project is one that is for the holiday season and will be released at the end of the year. Working on this strategy was one of those rare moments where you could feel the truth in your bones, the narrative even brought tears to the eyes of our internal teams and clients. I can’t wait for it to be in the market and to share the emotion we put into it.
Q> What advice would you give to someone aspiring to pursue a career in advertising, especially at a large agency like McCann?
Blair> My first piece of advice is to have grit and tenacity. Advertising, especially strategy, can be hard to break into, but the difference between those that make it and don’t is tenacity. If you really put your heart to it and don’t give up, the sky is the limit!
In-line with above, 'a squeaky wheel gets oiled'. If there is something you want, vouch for yourself. While you may have amazing mentors and managers, you are your most important ally. Whether it’s a promotion, or just a project you really want to work on, raise your hand and follow up.
Lastly, don’t take anything too personally. Strategies, ideas, and creative work are in constant flux based on things outside of your control and if you are emotionally attached to every single thought, you’re going to get hurt time and time again. Sometimes you do need to stand behind an idea and fight for it but know when to let go and be open to changes. Often, we all make better work when we work together.
Q> What is your favourite area in NYC and why?
Blair> West Village. It may be basic, but the West Village feels like you’re in a movie about New York. I love the small, winding streets and that you are always a few steps away from your new favourite coffee shop.
Q> If you could recommend one hidden gem in NYC that not many people know about, what would it be?
Blair> A tiny little tea shop in West Village is Paquita. Ceiling to floor are different types of tea with every single flavour profile you can imagine. You can sniff each other before you can select a tea that they will brew for you. While you wait for your tea, you can enjoy browsing their amazing collection of vintage kitchen décor. It’s the perfect warm (or iced) beverage to meander around the neighbourhood.
