MERRY BASKIN
FOUNDER
BASKIN SHARK


Kodi Foster  

I started out over 35 years ago as a market researcher, evolving into Planning Directorships at Chiat/Day in New York, Lowe in Stockholm,  and JWT London. In 2001, I founded Baskin Shark (where brands move forward or die!), a brand consultancy, focussing on brand strategy and communications development.

My international, blue chip client experience extends from classic packaged goods (Kellogg, Kraft, Diageo, Unilever) to travel (British Airways, Avis, Royal Caribbean) to financial (Visa Europe, Goldman Sachs, JP Morgan) to retailers old and new (Argos, Subway, IKEA, Boots, Secret Sales).

 I write a Best Practice column for Admap, making me one of the most downloaded authors on WARC. I co-edited a compilation of Stephen King’s greatest papers – A Masterclass in Brand Planning. I am the principal trainer for the Account Planning Group in the UK, and I’ve run craft skills training courses in over 20 cities on 4 continents. In 2012, I was appointed a Visiting Fellow at London’s New College of the Humanities, and I have twice been the Executive in Residence at University of Oregon’s School of Journalism. I’ve judged Effies on three continents, both the APG and IPA awards in London, and in 2015 was a Cannes Effectiveness Master. Or do I mean Mistress?