Craig started his career in 1992 as a marketing graduate trainee at Thomson Holidays, leading to a role as a Product Manager. Craig joined Virgin in 1997, where he rose to become Sales and Marketing Director of Virgin Trains. He joined John Lewis in March 2008, where as Marketing Director he presided over an overhaul of the retailer’s customer and marketing strategies, helping to drive market-beating performance over multiple years.
He is probably best known for the high profile campaigns he has been behind, including Always A Woman, The Long Wait and Monty's Christmas. The brand has gone from strength to strength under his tenure, winning numerous awards including the Marketing Society’s Brand of the Year in 2010 & 2011, the IPA Effectiveness Grand Prix in 2012 and Cannes Lions Grand Prix in 2013, 2015 & 2016. In September 2015, Craig was promoted to the main Board at John Lewis, becoming Customer Director and taking on responsibility for customer experience alongside his marketing, insight, CSR and Internal Comms responsibilities.
Last Thursday I went to the latest instalment of The Marketing Society’s ‘Inspiring Minds’ programme - Inspiring Creativity.
Being a young creative, I think it’s really important to attend as many industry events as possible. But when the three speakers are three of the greatest creative minds in Scotland, I think it’s extra important.
These are the kind of people who have the answers to the questions in my mind – Where do you get your ideas from? How do you get past a creative brick wall? What do you do when your mum asks, “What is it you do, again? ”for the 478thtime?...
But even after studying at art school, graduating and working for a couple of years, one question still remains rooted to the top of my mind – what exactly is creativity?
The Marketing Society has a vision to help build a world class marketing community in Scotland.
A great place to study, work and invest in marketing.
There is an extensive range of major events in Scotland from the Star Awards and the Amplify Marketing Festival to the St Andrew’s Day Dinner at the end of the year.
Inspiring Minds is a development programme structured to promote best practice in the key areas of marketing – from briefing and planning to creativity and results.
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For over 20 years, Scott has worked with leading UK brands, helping them deliver marketing communications with big ideas, planning, strategy, creative direction and design execution.
At LEWIS he works closely with marketing teams, brand specialists, digital strategists, UX consultants and technical teams to design, develop and deliver innovative, creative solutions for National Museums Scotland, Scottish Power, Royal London, See Me Scotland, Santander and Dynamic Earth and more.
We caught up with Scott ahead of his appearance at Amplify 2018. Book your tickets now.
Where does your love of design come from?
A niggling instinct from the age of 5. It’s always bothered me when something is out of place and delighted me when it’s not. Everything from a ruffled dishcloth to a poorly kerned headline bugs me. While a polished nightclub flyer or minimal shelving gets me excited.
Gráinne Wafer is the Global Brand Director for Baileys at Diageo, and therefore responsible for the Baileys brand globally. One of the world’s leading spirit brands, it is an iconic Irish success story, loved by over 150m consumers in over 160 countries around the world.
She is accountable for strategy, commercial and consumer performance & innovation for the Baileys brand, in both developed and emerging markets. Following a decade of decline, Gráinne has led the brand’s turnaround, with three consecutive years of growth based on a totally new strategy
Gráinne also is joint lead of Diageo’s Progressive Gender Portrayal programme and is the Diageo representative for the UNstereotype Alliance, a UN and industry wide platform which seeks to eradicate harmful gender-based stereotypes in advertising.
Gráinne has spent over twenty years with Diageo working on a wide variety of brands, with local, European & global roles spanning communications, brand marketing, innovation and commercialisation.
Nike’s new Colin Kaepernick advert has been effective at provoking the desired political controversy and polarised opinion: 30% of US consumers feel more positive about Nike after seeing the ad, but 39% feel more negative.