IN-HOUSE AGENCY CONSULTING
Creative Direction / Problem Solving / Leadership / Project Management / Talent hiring & retention
• Collaborative insight sessions + Creative workshops
• Use In-House knowledge and data to overcome challenges plus uncover opportunities for creativity, productivity & growth.
• Build and/or restructure fully integrated teams with the skills and capabilities to create commercially creative work, achieving profit and growth.
• Implement creative processes, project resources and supplier management.
• Inspire creative thinking, team collaboration and creative coaching.
Why I went In-House
Being held responsible for "one brand" was exactly why I chose to work In-House.
Building collaborative relationships, understanding core business focuses and connecting multiple departments together allowed for higher marketing spends with greater creativity once trust was earned and established.
Using first-hand customer data was also a critical factor in creating campaigns and content that returned millions of Euros in sales revenue.
By working on the two brands Staples & Emirates, so many lessons and experiences were learned.
If I was forced to boil the brand successes down to one thing, it would have to be; Open-minded Collaboration.
The Value I Bring
Knowledge is power. It's also a very clichéd statement!
Yes I bring heaps of knowledge (and experience) to consult on many aspects of your In-House agency, but the greatest value I bring is confidence.
Confidence you're working to solve problems fast, saving time, money and energy. Not just yours but your team and all those who interact with them. This reduces stress, opens up conversations and makes the daily work stronger, more focused and enjoyable. Don't just take my word for it, read what other people have said!
STRENGTHEN THE CHEMISTRY BETWEEN YOUR AGENCY AND THE MARKETING DEPARTMENT
LEARN TO INSPIRE AND RETAIN YOUR
IN-HOUSE TALENT - REDUCING CHURN
UNCOVER THE ESSENTIAL MINDSETS BEING USED BY TODAY’S BEST IN-HOUSE AGENCIES
WHAT TO DO TO ACHIEVE SUPER FOCUS & PRODUCTIVITY
HOW TO GET CUSTOMER DATA - THE ROCKET FUEL NEEDED FOR IN-HOUSE AND MARKETING SUCCESS
5 HIDDEN TRUTHS
Staples hired me to establish and build a completely new In-House creative department.
I had no idea how overwhelming yet exhilirating this complex role would be, but that is how I hired and oversaw 8 full-time creatives & producers, 8 intermittent freelancers, 6 designers on a 12-month project and a remotely plugged-in 5 person retail design team based in Lisbon.
As part of the agency leadership team, I fought to connect the agency with the marketing department to produce commercial/creative campaigns that earned over €75m for the business. The creative work broke sales records and was recognised with awards both internally and externally. Most importantly, it engaged customers, helping build thousands of SMEs.
This experience was undeniably priceless. It allowed the creative department to find clever solutions, push creativity and build a close relationship with the client, Staples Marketing.
It was trust and collaboration that helped build the brand and allowed for some incredible
creative work from a talented and successful In-House agency.
Role: European Creative Director - Staples Creative Agency
Craig is a professional, knowledgeable and innovative creative director. His strength to drive creative thinking in a strategic but also pragmatic way brought tremendous added value to Staples 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. Craig was a passionate leader, engaging teams and motivating them during difficult moments by understanding their strengths and weaknesses, 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, Managing Director, Staples Creative Agency
I worked closely with Craig for 2 years. He has an exceptional creative mind, very innovative and inspiring. Craig had a very strong ability to think creatively about engaging culturally-diverse audiences with creative messaging and propositions in an omni-channel environment. His thinking was routed in the customer and taking the customer on a journey with the brand to drive engagement and ultimately sales. He drove enormous value to the Staples brand 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.
- Michael Williamson, European VP Marketing, Staples Europe
I freelanced as lead creative to steer Strawberryfrog to win the $260m Emirates account.
When Strawberryfrog won the pitch, I was immediately hired as Global Creative Director for Emirates Airlines, working across all communication channels; TV, print, outdoor, online, experiential, sensory and social media.
My greatest responsibility was to undertake the global print production for the 'Hello Tomorrow' brand imagery, travelling around the world to create and shoot the launch campaign.
Although this wasn't your typical role, it was as close to working In-House (working solely for one client) as you could get. The time I spent working on Emirates completely ignited my passion for working In-House.
Role: Global Creative Director - Emirates/Strawberryfrog
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.
- David Warner, Executive Creative Director, Emirates/Strawberryfrog
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. 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 creative director.