‘Never backed down’: Tributes flow for SA business leader
A titan of South Australia’s advertising sector and a passionate Surf Life Saver died suddenly last week. He’s been remembered as a “larger-than-life character who has left a big impression upon the world”.
KWP+Partners executive director and Surf Life Saving South Australia president John Baker AM ESM died suddenly last week, aged 55.
Baker – who was awarded the Member of the Order of Australia in 2024 and the Emergency Services Medal in 2017 – has been remembered by colleagues and peers for dedication to his craft and passion for surf lifesaving.
Beyond his award-winning work in advertising at KWP+Partners – where he was managing director for more than seven years until 2020 – Baker was a prominent South Australian business identity and chair of aviation company V-Star.
He was also an active member of Surf Life Saving nationally, and was serving as the seventh national president and chairman of Surf Life Saving Australia since it was established in 1907.
That work expanded internationally; he was also the vice president of the International Surf Life Saving Federation, headquartered in Belgium.
Members of both the business and the Surf Life Saving communities have expressed tributes to the Adelaide identity.
Surf Life Saving Australia CEO Adam Weir last week said Baker’s passion for surf lifesaving was felt at all levels of the organisation.
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“Today is terrible for our Surf Life Saving community, losing one of our most dedicated volunteers and leaders,” Weir said last Friday.
“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.”
Surf Life Saving SA President and National Director Sarah Cutbush said the South Australian surf lifesaving community was devastated by the news.
“This is such a loss for our movement – of a leader, and of a friend,” she said.
“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.”
Chair and CEO of KPW+Partners, David O’Loughlin, remembered ‘JB’ as a “friend, a father, a colleague, and a fierce advocate for the people he worked with”.
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“He loved life in the trenches, fighting for good work, fighting for his clients, and fighting for what was right and just,” he said.
“But, although fierce in the fray, JB was gentle. Big and gentle – a big man, with a 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 a big, big hole in our hearts and in our world today.”
Friend of JB, former InDaily editor and current head of publications at the Australian Medicines Handbook, Jim Plouffe, reflected on the businessman’s presence in Adelaide.
“Having often been mistaken for JB, random people have come up to me delighted that I was at their function or event,” Plouffe said.
“This always made me marvel at the amazing presence JB had, how people gravitated to him.
“I looked to JB as a mentor, especially on how to interact with groups that held diverse opinions on a subject. He mastered getting people to pull in the same direction.”
JB was “larger-than-life” and “left a big impression upon the world”, per a tribute from James Rickard on behalf of the Adelaide Advertising and Design Club.
“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,” wrote Rickard.
“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.
“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.”
New South Wales Liberal Party state director Christopher Stone said he was “devastated”.
“JB played an integral role in our campaigns over the past few years, one of the creative minds behind our advertising for the 2019 and 2023 NSW state elections. While he was always the consummate professional, working with JB was a hell of a lot of fun and his energy and enthusiasm seemed boundless,” he said.
Baker is survived by his wife Jo and children Harry, Kate and Annabel.
