Contact Baskin Shark
Call 01367 850 179
or email Merry Baskin at:
This email address is being protected from spambots. You need JavaScript enabled to view it.

Curriculum Vitae: Merry Baskin


October 00 > Baskin Shark, Brand Planning Consultancy

Founded strategic marketing and market research consultancy business – Baskin Shark - where brands move forward or die!

Baskin Shark offers its clients sound strategic and creative advice, insightful thinking grounded in market data and customer research, enabling their brands to move into new, differentiated and productive waters.

She specializes in strategic planning, brand (re)positioning, qualitative and quantitative market research, communications brief development, brainstorming facilitation, workshops, group moderation and training in all of the above.

Recent and current clients include: ACC Belgium, Alton Towers, Argos, BAT, Berry Bros & Rudd, Chellomedia, Coca-Cola, Dragon School, Dairy Crest, De Beers, First Drinks, Glaxo Smith Kline, Goldman Sachs, HM Gov. COI, Home Office, Dept. of Health, Dept. of Work & Pensions, IPA, J.P. Morgan, Kimberly Clark, Littlewoods, Merck, Nestle, Nike, Odgers Berndtson, P&G, Subway, Unilever, WARC

Communications and Research Agency clients: Bray Leino, Britain Thinks, Consolidated PR, Contagious Content, Dare Digital, Diamond Conspiracy, eatbigfish, Engine, Euro RSCG, Frame, Grey, Jam Digital, J. Walter Thompson, Leo Burnett, McCann Erikson, Ogilvy & Mather, Opinion Leader Research, TBWA, VCCP, WCRS.

August 01 to 07 Partner, Express-Train (UK) – training for the marketing and advertising industry.
April 06 > Partner, the Cassie Partnership – unleashing the human potential of organisations.

Previous Employment Record:

Oct 92
to Sept 00

J. Walter Thompson, London, UK Head of Account Planning
Running dept. of 25 planners, member of JWT Executive Board, World Partner, lead planner on Kellogg Company of Great Britain (agency’s largest account).
Other account experience: Boots the Chemist, RAF, De Beers, Kraft coffee portfolio, Allied Domecq. Helped develop Thompson Total Branding (brand planning toolkit).

March 91

GV/Brindfors, Brussels, BELGIUM
European Planning Director

Relocated from Stockholm to Brussels to be more centrally located within the network to service Germany, Holland, France. Building a planning dept from scratch in these offices. Recruiting, training, supervising plus ongoing strategic consulting on international accounts and new business, working closely with Chiat/Day London.

Sept 90

Brindfors, Stockholm, SWEDEN
European Planning Director

Transferred initially as part of joint venture between Chiat/Day and Brindfors to introduce account planning system and cross-pollinate corporate culture between the two networks. Primary account responsibilities include strategic planning and creative development for IKEA (12 European markets) and SAS (primarily Scandinavia and Europe).

Oct 86

Chiat/Day, New York, USA
Director of Account Planning

Managing a dept. of 10. Representing Account Planning in new business presentations for the agency as well as within subsidiary direct mail, pr and design companies. Responsible for graduate trainee and internship programmes. Worked directly on following accounts: Anne Klein II, Arrow Shirts, Bissell, Johnson & Johnson, National Car Rental (including Disney relationship), Quaker dog food brands, Rockport, Royal Caribbean Cruise Line, Veryfine fruit juices and drinks.

Jan 85

Saatchi & Saatchi Compton, New York, USA
(Pioneer) Account Planner

Transferred over primarily to work on British Airways global campaign. Also, Cunard and new business (as a novelty act!). Began to integrate Saatchi briefing system and planning methodologies into New York office post merger.

July 82

Saatchi & Saatchi PLC, London, UK
International Account Planner

Helped to implement British Airways global advertising strategy (‘The world’s favourite airline’) into 32 markets, Silk Cut (Europe, Africa, Middle East), Avis Europe, Massey Ferguson (3 markets)

Sept 81

Brûlé Ville Associés, Paris, France
ée D'Études
Research Executive for British and American clients (including Citibank and C & A clothing)

Sept 78

British Market Research Bureau, (BMRB)
London. UK Graduate Trainee

Research Executive on both qualitative and quantitative multi country market research projects in Europe, USA and Far East. Major client assignments included Rank Xerox, Holiday Inn new hotel development, Ford Orion npd, Singer Compact launch, Remy Martin and Krug positioning and pack design, Cadbury Schweppes European confectionary expansion, Avon Cosmetics repositioning, Costa Smeralda resort development. Responsibilities included designing, supervising fieldwork, implementation and briefing, analysis and report writing primarily for Francophone and Anglophone markets.


July 1978

University of Bristol
BA Hons Hispanic and Latin American Studies

Other Relevant Experience:



Fluent French, Good Spanish, Basic German, Restaurant Swedish


2007 – Bronze, IPA Effectiveness Award (Subway)
2001 – ISBA award MRS conference (Two Tribes paper)
1998 - Commendation IPA Effectiveness Award (Boots the Chemist)
1998 – AME International Marketing Effectiveness (Boots the Chemist)
1996 - Silver AME International Marketing Effectiveness (de Beers)
1996 - Silver European AAA for Change of Strategy (de Beers)
1996 - European Special Prize, IPA Effectiveness Award (de Beers)
1987 – USA Gold Effie, Royal Caribbean Cruise Line
1986 – USA Gold Effie, Arrow Shirts


WARC, most read / downloaded author 2011 and 2012
Admap 2009 – Monthly Best Practice Column 
Adworks 16 – IPA Effectiveness winners - Contributing chapter (March 2008)
APG book – A Master Class in Brand Planning, co-editor and contributing author, October 2007
Readings in Account Planning – contributing author, September 2007
Brand Strategy - Article on Facilitating Brainstorms, June 2003
APG book : Brand New Brand Thinking – Co editor and contributing author, Autumn 2002
Marketing Forum Think Tank Report – European Marketers – a New Breed? 
Pollitt Papers – Preface to volume, January 2000
Marketing Forum Think Tank Report – Brand Differentiation, the Holy Grail 1999
Integrated Marketing Communication (text book) case history - Boots the Chemist –1999
Advertising in a Recession – The benefits of investing for the long term – best practice case history - De Beers - 1999
Marketing Forum Millennium Think Tank Report – 1998
International Marketing Files, Vol. 1 No.1 - De Beers paper, 1998
APG Book: How to Plan Advertising 2 – contributing author 1997
Advertising Works 9 - De Beers paper, 1997


AQR/QRCA Conference 2012 – ‘Politics and the Focus Group’
WARC Measuring Advertising Performance 2012 – PBR Debate Chair
WARC Advertising Research Conference 2011 – ‘Moving Beyond Conceptual Models’
Market Research Society 2007 - Conference Paper – ‘Full Circle into the Future’
Market Research Society 2007 - Expert Panel – ‘5 Generations of Researchers’
APG Argentina – Keynote Speaker, Inaugural Meeting, 2006
Admap Measuring Advertising Performance Seminar 2006 – speaker, 2006
AAAA’s conference 2004 – ‘Planning in the Matrix’
AdMap Advertising Research Conference, 2004 – ‘Better research or better planners?’
Market Research Society Conference 2001 – ‘Two tribes divided by a common language’
US APG Conference 2000 – ‘Starting a Regional APG’
Market Research Society Conference 2000 – Chair APG Question Time
Market Research Society Conference 1999 – Chair APG Debate
Market Research Society Conference 1998 – Chair APG Debate
Inaugural Conference APG Germany 1998 – How to Plan the APG
Marketing to Women, 1998
Marketing Toiletries to Men, 1997
Marketing a Sports Brand, 1996
Revitalising a Brand/Refreshing Brand Properties 1995


APG  (Account Planning Group)
2005 – Elected Honorary Member
2000-5 - Committee Member
1998/99 - Chair (during Planning’s 30th birthday and APG’s 20th anniversary)
1996-97 - Committee Member
Co-Chair Creative Briefing and Creative Role Reversal Training Courses (lots)
Co-Chair Brainstorming Facilitation course (annual) 2003-11
Co-Chair Strategic Thinking Course - run six monthly 2009-11
Co-Chair Quantitative Research for Planners – run annually 2008-11
Judge APG Creative Planning Awards 2003 and 2005
Speaker APG Planning conversion course, 2005-07, 2010, 2011
2000 to 2007 – (int’l) committee member
Chair Creative Briefing Training Course - March 2000
Co-Chair Quantitative Research for Planners –2002/03/04/05/06/07/08
Workshop Facilitation 2003, 2004, 2008 Planning conferences
Chair Inaugural Creative Briefing Training Course – December 2001
Chair Inaugural Creative Briefing and Role Reversal Training Courses – August 2006
Chair Annual Creative Briefing and Role Reversal Training Courses – annually 2007-2012

IPA (Institute of Practitioners of Advertising)
1998 - Speaker on IPA 2 (training course for 2-3 year olds
1999 & 2000 Co-chair IPA 2 training courses
2007 – industry judge of the IPA effectiveness awards
2012 – Official Mentor to entrants of IPA Awards

WACL (Women’s Advertising Club of London)
1997 – Chair of Christmas Charity Gala committee
1998 – Chair Events sub-committee
1997 – 00/03-04/06 - Executive Committee Member
2001 – 04 WACL Charity Ball Committee/Events committee
2004 – 2006 Hon Secretary (Officer)
2007 to date - Membership committee

MRS (Market Research Society)
Conference Committee 2001, 2004
Chair Advertising Session 2005
Panel speaker 2007
Member Editorial Advisory Board of the International Journal of Market Research (since 2005)

BMRA (British Market Research Association)
Effectiveness Awards Committee 2000

Marketing Forum – (Oriana)
Think Tank facilitator - 1998, 1999, 2000

Marketing Society  
Judge 2008 Marketing Effectiveness Awards

University of Oregon, School of Journalism - USA
“Executive in Residence” February 2009

Euro Effie Awards 2013 – Judge

New College of Humanities
2012 to date - Visiting Fellow.