Vale John Baker AM ESM ~ Industry Leader, Lifesaver and Community Champion
John Baker AM ESM, affectionately known to many as “JB”, has passed away suddenly. A towering figure in Adelaide’s advertising, surf lifesaving, and community service, JB’s career and contributions left a lasting mark in boardrooms, on beaches and across countless lives.
In the Adelaide advertising industry, JB was a respected and influential leader. He spent nearly three decades at KWP+Partners where he rose to Managing Director in 2013 and then Group Business Development Director in 2022.
Alongside his professional achievements, JB was deeply committed to surf lifesaving. He joined Brighton Surf Life Saving Club in 1977 and remained an active patrolling member and life member for more than four decades. His leadership took him to the highest levels of the movement, serving as President of Surf Life Saving South Australia for 10 years, and later as the seventh President of Surf Life Saving Australia in 2021, following 14 years on its national board.
His dedication was recognised with the Emergency Services Medal in 2017 and, in 2024, as a Member of the Order of Australia. He was inducted into the SLSSA Hall of Fame in 2021. JB was also one of the longest-serving volunteer crew members of the South Australian Westpac Lifesaver Rescue Helicopter Service, joining in 1994, and was appointed Vice-President of the International Life Saving Federation in 2024, championing water safety across the Asia-Pacific region.
JB’s sudden passing leaves a deep void within the creative industry, the surf lifesaving movement, and the wider community. He is survived by his wife, Jo, and their family, to whom the industry extends its deepest condolences.
David O’loughlin, CEO, KWP+Partners wrote:
“John Baker, JB, was a friend, a father, a colleague, and a fierce advocate for people he worked with.
“He loved life in the trenches, fighting for good work, fighting for his clients, and fighting for what was right and just. But, although fierce in the fray, JB was gentle. Big and gentle – a big man, with big heart, a big smile, and a big impact on everything he touched.
“My friend, my partner in crime, and my lunch buddy, JB leaves big, big hole in our hearts and in the world today.”
A Tribute from James Rickard, creative director at James:
John Baker AM ESM was a larger-than-life character who has left a big impression upon the world. His loss will be felt deeply by all those he forged strong bonds with. The many men and women in the armed forces, surf lifesaving, the Adelaide advertising industry, and the ever-evolving KWP family, of which I am part of.
Of course, his beloved family will miss him most. Their pain will be the keenest. My sincere and heartfelt condolences to his wife Jo and children, Harry, Kate and Annabel.
People will remember with great fondness his raucous renditions of Rawhide and the Love Boat theme song. Many tales will be told about his bawdy jokes and politically incorrect sense of humour. There are so many ‘JB stories’ they could fill a book. Or two.
Professionally, passion and persistence were his hallmarks. Early in his career at KWP he was sacked but showed up for work the next day. He refused to accept the decision and kept on working. I guess it was easy to let him stay than attempt to manhandle him out the door.
As a creative team, Kev MacNamara and I would pin ideas on the wall we thought worthy. There was one proactive idea that caught JB’s attention. “If only there was someone good enough to sell the idea” we’d say. Rightly offended, he’d storm off and go pitch the ad to the client. He came back empty handed. And we’d remind him of his failing every time he walked past. He tried and failed several times for weeks and weeks but never gave up. Eventually, he sold it. It went on to win the AADC Gold Chair.
That’s what he was like. If the cause was worthy, he was like a dog with a bone. He refused to give in. Never backed down. In fact, he got a broken nose sticking up for me. But that’s a tale best left for another time.
He came in one day to tell me we’d be going to Vienna. He then explained all we had to do was come up with a competition-winning idea to promote the European Championships being broadcast on SBS. When I say we, he meant me. He was adamant we were going to win. Not winning was never a consideration. With the help of great photographer and good friend, Richard Lyons, I managed to cobble together something that secured us a trip to watch Spain beat Russia 3-0 in the semi-final.
Once in the Austrian capital, he insisted we eat a schnitzel every day. We got lost in a forest. Drenched in a storm. We laughed a lot. Drank too much, and he revealed his hitherto hidden passion for contemporary art and classical music. There was always asurprise with JB.
He was a gentle giant, with a mischievous glint in his good eye.
They didn’t break the mould when they made him, they shattered it.
Our relationship wasn’t always smooth sailing, but the great moments far outshone the bad.
I’ll miss you mate.
James Rickard
Adam Weir, CEO, Surf Life Saving Australia wrote:
“Today is terrible for our Surf Life Saving community, losing one of our most dedicated volunteers and leaders.
“JB’s passion for Surf Life Saving was felt at all levels of our organisation. He remained an active volunteer with his Brighton Surf Life Saving Club and the South Australian Westpac Lifesaver Rescue Helicopter Service, performing thousands of hours patrolling our coastlines.
“As President of SLSA, he recently launched the new 2030 Strategic Plan for the organisation, always pushing the organisation to strengthen the Federation and focus on how we can make it easier to be a lifesaver.
“His advocacy for water safety went beyond Australia’s coastline, serving as Vice-President of Asia-Pacific on the International Life Saving Federation.
“Beyond the accolades and awards, John was a beloved member of our Surf Life Saving community and will be missed. Our thoughts are with his wife Jo and his family and friends at this time.”
Sarah Cutbush, President and National Director, Surf Life Saving SA wrote:
“This is such a loss for our movement – of a leader, and of a friend.
“JB was incredibly dedicated to Surf Life Saving. It’s hard to believe that we won’t be hearing his voice over the radio as he’s patrolling in the chopper, or be able to laugh at his jokes – usually at his own expense.
“Our condolences go out to Jo and his family and friends, as well as Brighton SLSC – we will join you in keeping JB’s memory and legacy alive.”
1 Comment
Loved every minute of the 6.5 years I worked with JB at KWP in the 00’s. He was a great suit, and had a highly original and wicked sense of humour. Go well, old friend.