Steve Baer is managing partner of Code and Theory's brand design group. The group, which he launched in 2012, counts among its digital AOR clients Dr Pepper Snapple Group and L'Oreal Paris. Prior to launching the brand design group, Baer built and led the creative strategy discipline across the agency, consisting of a blend of product and brand strategists, as well as visual and UX designers. This team remains at the heart of the company's creative process today.
In 2010, Baer started Code and Theory's social media and content offering, acting as architect for Dr Pepper's social media program. The Facebook program alone has grown from 1 million fans to 15 million fans to date, and has been cited as one of the most engaged social brands in the market. Baer also currently oversees Code and Theory's teams on Maybelline New York's and Essie's successful social and digital programs.
Baer has implemented new and nimble creative processes at companies like the Brand Newsroom, which creates content on the fly for clients. By blending writers, social media strategists, product strategists, and designers, Baer has created a new agency model for marketers. In 2013, he was named on Business Insider's list of the "30 Most Creative People in Social Media Marketing."
Brands as Content Creators