Nikki Baker and Leslie Shaffer, Co-CCOs at Fallon, on Getting to the Weird and Wonderful

There's no one answer to creative problems—and that's a good thing

Nikki and Leslie lead the creative department at Fallon. Clients include Walmart, Mattress Firm, Arby’s and KeyBank. Prior to Fallon, the pair created work for Southwest Airlines, McDonald’s, Porsche, and ConAgra Foods.

We spent two minutes with Nikki and Leslie to learn more about their backgrounds, their creative inspirations and recent work they’ve admired. 

Nikki and Leslie, tell us …

Where you grew up, and where you live now.

• Nikki: I grew up in Rochester, Minn. And after doing a full counterclockwise circle around the U.S., I now live in Minneapolis.
• Leslie: I grew up in Arlington, Texas, and now in Minneapolis, which is “right up 35,” much to the comfort of my parents, who were not fans of me living in New York. 

How you first realized you were creative.

• Nikki: Making bubble letters with shadows for my student council posters in high school.
• Leslie: Math was just so uninspiring. 

A person you idolized creatively early on.

• Nikki: John Hughes
• Leslie: Gary Larson. Is that nerdy? Oops.

A moment from high school or college that changed your life.

• Nikki: Realizing I could make the best bubble letters with shadows in high school and being the only one of my friends to NOT get that media job right out of college at Starcom (tears!!!!)  is really what sent me down the creative path. 
• Leslie: Nikki sure is referencing bubble letters a lot. 

A visual artist or band/musician you admire.

• Nikki: Beyoncé <said at same time as Leslie>
• Leslie: Beyoncé <said at same time as Nikki>

A book, movie, TV show or podcast you recently found inspiring.

• Nikki: A 60 Minutes segment about a neurosurgeon who is using focused ultrasounds to cure addiction.
• Leslie: The last scene in the most recent season of Fargo felt like taking good drugs. 

One of your favorite creative projects you’ve ever worked on. 

• Nikki: Walgreens Beauty—”Whatever Makes You Feel Beautiful”
• Leslie: Nikki took my answer. Still my favorite. 

A recent project you’re proud of.  

• Nikki: Mean Girls
• Leslie: TaxAct. I love the line.

Someone else’s work that inspired you years ago. 

• Nikki: Citi – “Live Richly,” from Fallon  
• Leslie: This ad for Blue Bell ice cream ran a lot in Texas when I was a kid. It made me want to drive trucks for them. Very effective. Great line.

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Someone else’s work you admired lately. 

• Nikki: Airbnb (the photo campaign from W+K):

Your main strength as a creative person.

• Nikki: Selling.
• Leslie: Casting creatives. Knowing who to put on which briefs and brands (and WHEN to do so) is a never-ending and sometimes frustrating—but important—part of a creative leader’s job. 

Your biggest weakness.

• Nikki: Articulating why I don’t like something.
• Leslie: Interrupting. 

A mentor who helped you navigate the industry.

• Nikki: Jay Russell, CCO at GSD&M
• Leslie: Marianne Malina, North American president at 72andSunny

How you’re paying it forward with the next generation of creatives.

• Nikki: When I started in this business, I was THE woman in the room. An account guy offered to buy me a new outfit for a client meeting. My bosses stopped cursing when I walked in the room. I’m building spaces and teams where everyone feels at home and at peace being themselves. It’s the only way we get to weird, interesting places with our work. 
• Leslie: There’s a long-standing history of creative leaders who operate as though they have the one and only and truest answer to any question. I’m not doing that. I lead by being honest with the creatives who work for me. I don’t always have the answer, but I want to do everything we can to find it together. It’s better to be tough on the ideas but not each other. 

What you’d be doing if you weren’t in advertising.

• Nikki: Either still bartending at TGIFridays or making my way into a scouting career for a Division 1 Men’s College Basketball team. I’m still avail for that hoops gig btw. 
• Leslie: I’m a little disappointed I’m not an intern in public radio somewhere. That or driving a truck for Blue Bell.