Founder and Director

25 years working in the fashion, advertising and PR industries with some of the world’s biggest brands and most high profile celebrity talent has made Tracy Baker one of the most experienced brand strategists in Australia. Tracy has the ability to forsee trends, rather than fads, always providing the right solution for clients at exactly the right moment. She understands the power of collaboration and excellence and brings long-term vision and effective strategies to every project. Tracy has held senior positions in advertising agencies, was Marketing Director at GUCCI Group during the Tom Ford years, Director of Publicity and Events at MYER during the infamous ‘store wars’ years and founded one of Australia’s best regarded fashion PR agencies. Tracy is known for her high-powered connections, strategic insight and passionate commitment.



Brand Strategy

We take a holistic approach that considers not only what your brand does and can stand for, but importantly the cultural, economic, political and media environments that it exists within. We use these insights to craft the message, behaviour, activities, alliances and roll-out to deliver strategies that are authentic, innovativeand deliver real cut-through.

We are visionary, but practical at the same time - respecting our client’s resources, risk-levels, budgets and corporate culture to ensure buy-in from management, stakeholders and workforce.

Strategic Brand Partnerships

Our role is to identify, engage and activate successful partnerships with brands, creating dynamic platforms and marketing solutions. We work directly with brands or in collaboration with their Agency partners. We have existing relationships with brands, industry leaders and talent agencies globally. We offer two different levels of service depending on your needs:

Strategy and connection only option: Based on a client’s brief we will identify, connect with and secure the right brand partnership or talent for your brand or campaign. With our wide-ranging networks and resources, we propose impactful talent alliances, develop a partnership strategy and creative pitch, conduct briefing processes, and engage and manage talent.

End to end service option: The ultimate campaign development plan takes in client-and-talent partnerships together with creative campaign solutions, including video production, content creation, digital campaigns, publicity, celebrity tours, media events and experiential.

Media Management

Technology and the new economic world order have created a new and dynamic media landscape. Our approach is to marry old-school public relations values – honourable relationships with media and influencers, authentic media angles, beautifully crafted content and meticulous follow through – combined with the currency, savvy and speed to market essential for digital cut-through.

Services include media strategy, media relations, launches, story and content creation, influencer and seeding campaigns, crisis management, digital and social campaigns.

Events and experiences

We are masters at creating multi-layered events and experiences that bring our client’s stories to life and deliver images that will extend reach through social and traditional media. Our best testimonial was granted by VOGUE Australia who voted three Baker Brand events as the best events of 2009 – Vogue 50th anniversary, ACNE Australia launch, Barbie’s 50th Anniversary Exhibition.