I'm Craig Lovelidge and I started Craigology after successfully leading the creative In-House agency at Staples Europe. The creative work the agency generated broke multiple sales records for the Staples brand across 17 EU countries, resulting in over €75m in sales during my two year tenure.
I took the insights, learnings and experiences from working at Staples to create a hands-on consultancy of positive impact for other In-House agencies, brand teams and small / medium sized businesses.
• Problem Solver
• Leadership & Team Building
• Visual & verbal communication (Native English)
• Strong cultural & cross functional communicator
• Operational & Strategic Thinker
• Project Management
• Business & Experience Design
• Campaigns + Content Expertise
• Bi-lingual: English & German
- Ranked one of the top Pan-European creative directors for omni-channel brand engagement.
- 25+ years experience. 10+ years as a Creative Director driving €250M+ of sales revenue, building collaborative teams to produce creative content/campaigns & digital products for brands like The CHALK Group, Staples, Emirates, Heineken, VW...
Craig has been a valuable, trusted creative partner who has helped me immensely on the digital front. His knowledge and experience have made such a difference. He talked with me at length to understand the business and then completely redesigned and built a new website for the restaurant, including shooting all the photography and writing the website’s copy.
A quick phone call and Craig updates the online menu plus he'll design and create special menus for days such as Valentine's and Christmas. Craig allows me to focus all my time running the restaurant, simply working around me to get his job done; promoting Graham’s Kitchen in an honest, believable and engaging way. If you need an agile, experienced and hands-on creative person, contact Craig.
Only a few people have the opportunity to have a manager who is also a mentor and coach - but I had when I worked with Craig. I had the pleasure of working with him for two years at Staples. He was always ready to give input, advice, and had the ability to change the point of view to lead us to an even more amazing result in work. He always tried to bring out the best in us, and give opportunity to develop and sharpen our skills.
I still miss our regular Friday afternoon out-of-office team meetings when we could talk freely about our feelings, thoughts, inspirations, or whatever came into our mind.
Craig's abilities made him an amazing mentor and I'm happy I got the chance to work with him - I hope one day we get to do it again.
3D & Concept Artist - Spil Games
I had the pleasure of working with Craig briefly as a Creative Partner. He has the great ability to conceptualise a strategy into a creative direction that will solve a clients business problem. He is an explorer learning from his surroundings with an inquisitive mind. He has a genuine and empathetic leadership style and is willing to mentor others to help them progress.
Strategy Director - Spark44
Craig is a SMART creative. He has a keen understanding of his team's capabilities, and is able to lead and encourage them to think strategically and develop creative solutions and brand stories that bring strategy to life. He is a solid partner, a serious thinker, and a brilliant creative, coupled with savvy business understanding.
Client Service Director
I worked closely with Craig for 2 years. He has an exceptional creative mind, very innovative and inspiring.
Craig has a very strong ability to think creatively about engaging culturally-diverse audiences with creative messaging and propositions in an omni-channel environment. His thinking is routed in the customer and taking the customer on a journey with the brand to drive engagement and ultimately sales. He has driven enormous value to Staples and helped to engage customers across 18 European countries and sell an awful lot of product in retail and online stores.
I would recommend Craig as one of the top Pan-European creative directors for omni-channel brand engagement.
VP Marketing - Staples Europe
In a creative environment where the bar for creativity is high, the deadlines tight and the clients - to put it mildly - difficult, Craig has proven to have a keen eye for talent, a limitless passion for creative work, photography and copy. And while working extremely hard to achieve his creative goals he remains a gentle and kind person, which is a rare find in this industry.
We worked together for more than a year on the Emirates 'Hello Tomorrow' campaign and it was a pleasure working with him.
Hire Craig whenever you need a confident, reliable freelance creative director.
Sr. Executive Producer / Art Buyer
I met Craig through the JobVine; an initiative he started that brought job seekers and jobs together.
As an advertising copywriter new to the freelance scene in Amsterdam, Craig advised me on areas such as finding employment in a volatile economy and tax and financial setup in a foreign country. Craig was not only helpful on a practical scale, but he also brought his own personal experience of navigating a continuously changing job market to the table. Craig has been a sensational contact to know. Not only has he deepened my own network of industry contacts, but he has remained a patient, respectable and honest mentor in the process.
Creative Director / Writer
Craig and I worked together on a project for Envision. It was an absolute delight working with him! Besides his lovely self, I really appreciated the level of communication in our collaboration and his honest professionalism. As well as his strategic thinking, Craig was a highly skilled copywriter doing magic to the brand tone of voice on the customer facing website and app store product listings. Writing and designing is an art form and Craig certainly knows his craft. I’d love to work together with him in the future.
Ilse Madelein Velema
Head of Growth & Marketing
Craig is a one off. The single word I would use to best describe him is 'gifted'.
His ability to identify an insight in a brief, turn that insight into a sound and appealing proposition, then spin that proposition into a unique strategy and creative execution is both exceptional and unique.
Craig's efforts have not only improved the profile and creative standing of all clients lucky enough to be touched by his thinking but greatly impact their bottom line for those brands shrewd enough to have invested in his services. A refreshingly down to earth, hard working, creative. I cannot praise Craig highly enough.
Executive Creative Director
I just got my website renewed and it is now live. It was the best investment ever!
Craig is a great person to work with. He built my new website entirely from scratch.
After spending time listening to every detail of what I wanted, he was able to deliver everything far beyond my expectations. Thank you Craig! You are amazing!
Julia Cunha Opzeeland
Founder / Owner - Health Journey
Add a personality built for collaboration with an eye for disarming simplicity and a soul made for invention and you get Craig.
He’s a classic observer of human nature who likes gadgets but loves ideas even more. Over the two years we worked together, he was simply pivotal in winning and launching a whole new integrated, global brand platform for Emirates.
Executive Creative Director
WORKED WITH CRAIG?
It was a pleasure working with Craig on Sound of Data's new website. Craig stepped in as Creative Director and led the project. Consulting with the founders, our copywriter and web agency whenever necessary. He made sure all heads were pointed in the same direction and that everyone stuck to their deadlines. He took a lot of work off our hands and we're incredibly happy with the final result!
Erzsi de Letter
Sales & Marketing - Sound of Data
If you're looking for an inspirational CD, Craig is your man. A natural people's person with the creative smarts to elevate any grand ideas. He never switches off, combining strategy, customer insight and advertising nous. A pleasure to work with no matter how tough the brief is.
Creative Director - Paal15
Craig is a passionate, professional, knowledgeable and innovative creative director. His strength to drive creative thinking in a strategic but also pragmatic way brought tremendous added value to the Staples (in-house) Creative Agency.
His amazing capacity to have a 360º view on all what he was working on, enabled him to work well in a multichannel environment.
Besides being an extremely valuable creative thinker, Craig was a passionate leader, engaging teams and motivating them during difficult moments by understanding their strengths and weaknesses plus the key motivators of each of his team members using all of these as levers to succeed.
He has an extremely developed capacity to understand people and their challenges. But above all, he is a good listener and a fantastic person to work with.
Viola De Bellis
MD - Staples Agency Europe
Two words: trust and honesty. Craig is blessed with both of these virtues. Having worked with him virtually every day during a 6-year period, I got to know Craig pretty well. And I can tell you this: I could tell him anything without any fear of judgement. I listened to his advice knowing he was looking out for my best interests. He’d be honest and open, even if it wasn’t what I wanted to hear and in doing so he helped me through many tough times, both at work and at play.
A true professional in so many ways.
Sr. Copywriter - Hogarth Worldwide
Craig thinks in powerful and creative solutions. He stood out as being honest and calm, polite and friendly to the people he was working with, which is very valuable and unique. Craig always points out the positive things during a project and is focused on delivering basic and clever designs. It's a pleasure to work with Craig.
Studio Marie Graphic Design
Although strategic and business minded, Craig is not afraid to take a creative leap of faith - an attitude that was the catalyst for a huge period of change at Staples Europe. He was my mentor, friend, and creative manager. An offerer of advice, not imposer of opinion. Craig gave me the space and encouragement I needed to develop and grow, and worked hard every day to help others in less senior positions succeed. If you're looking for all the industry experience without the ad man arrogance. Craig's your guy! And I'm grateful for having had the chance to work with him.
Senior Copywriter - Freelance
Craig's a true gentleman and a genuine, honest, man. He's also a very talented creative and if you haven't seen his work, please go and look at his site because it really really does (in my opinion) demonstrate how he solves creative problems. In an industry where people are forever trying to pigeon-hole each other, Craig stands out as someone who won't be typecast. And that's a great thing. He's also a nurturer of talent, a great networker and someone who naturally mentors (juniors, contemporaries and me sometimes!). He gives generously of his time and energy and takes a big picture view that doesn't lose sight of the detail. I like Craig a lot but I don't work with him enough. I'd like to think that I will work with him more though as my business becomes established.
He's one of the good guys!
Talent / Executive Search
On a wider scale, I have built a broad International & European network of CEOs, CMOs, production agencies, creatives, designers, digital content creators, growth teams, product specialists and influential advisors. (If I can't personally solve a problem, someone within my network can; Craigology is a member of Group of Humans)