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Bill Baker – Principal of BB&Co Strategic Storytelling

Since Bill first learned to talk, he has been telling stories: to grandparents, teachers, bus drivers, that nice lady at the grocery store…anyone who would listen. Early on, Bill recognized the profound impact that stories had on people, especially in their ability to connect them to ideas, shape the way they think and feel, and motivate them towards a desired action. This penchant for storytelling continued into his professional career as Bill started using stories not only in his day-to-day communications, but also in his strategic brand planning efforts. As these worlds of brand strategy and storytelling eventually collided, Bill founded BB&Co Strategic Storytelling specifically to help companies uncover the story of their brand, engage and align employees around it and attract customers to it.


An American by birth (a Canadian by choice), Bill spent the first 10 years of his career working in New York City managing global accounts for large multinational agencies such as Grey and Saatchi & Saatchi. Before starting BB&Co, Bill was part of the Global Planning Group of DDB Worldwide where he helped redefine and deploy the suite of strategic planning tools used across the agency’s 205 offices across the globe.


Based in Vancouver, BB&Co works with clients of all shapes and sizes all over the world, including GE, Coca-Cola, Relais & Châteaux, TELUS, Cisco, CPA Canada, Travel Alberta, Canada Beef, The Thayer Leadership Group at West Point, Municpal Insurance Association of BC, the Canadian Centre for Ethics in Sport, Irvine Company and UBC. Bill is a regular presence on the public speaking circuit, an avid blogger and is co-developer of an app called My Own Voice, which helps people consider, communicate and share their end of life care wishes. He sits on the Board of Directors for the Alzheimer Society of B.C., and is a fervent skier, an aspiring jazz pianist, and an eternally frustrated golfer.