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craig290316
Firstname/Profession
Craig
Copywriter / Creative Director
12 Plus years Experience
Auckland
1757

Represented: 16/03/16

Bio

My name is Craig. I am a writer-based advertising CD and ECD.

 

I have worked in New Zealand, Australian and Asian advertising for 20 years at advertising agencies such as: Colenso Wellington, The Campaign Palace Melbourne, Clemenger BBDO Sydney, Whybin\TBWA Auckland, and Ogilvy Singapore. I have been Regional Creative Director at Y&R / Red Fuse Hong Kong for the past five years.

 

Award highlights along the way include: eleven One Show Pencils (five of them Gold), Gold. Silver and at least six Bronze Lions at Cannes, one Yellow and one White Pencil at British D&AD, along with two nominations for Yellow Pencils, and at least 8 'in books' or 'Wooden Pencils' as they have recently been renamed, and six Australian AWARD pencils. Other awards include Silver, Bronze and a Best of Show at MADC (the Melbourne Art Directors Club), eight or so trophies at Spikes, at least seven trophies at LIA, some Clios, four Golds at Axis (the New Zealand awards), and more finalists and mentions than I can keep track of.

 

I was born and grew up in New Zealand and am a native English speaker and writer. During my seven years in Asia I've also learned to speak Mandarin (普通话), and to read and write Chinese (中文写). I am not fluent, but can get by and it does come in handy in Asia, particularly being able to read and write. I'm sure that if I was living and working in a Mandarin-speaking environment, I would become fluent fairly quickly.

Expertise

Advertising Campaigns Concepting Copywriting Creative Direction Creative Strategy Interactive Advertising Print Script Writing Writing

Software

Acrobat X Pro Illustrator CC InDesign CC Microsoft Word Photoshop CC

My skills

Advertising
Copywriting - Long copy, scriptwriting, headlines, print
Creative Direction
Brand Strategy
Interactive Advertising
Concept Development
Social Media
Campaigns

Recent Employment

Creative Director / 2010 - 2017 / Y&R / Red Fuse Hong Kong

Creating integrated advertising for Colgate Palmolive brands throughout Asia.

Creative Director / 2008 - 2010 / Ogilvy Singapore

Senior Copywriter / 2004 - 2008 / JWT Auckland

Industries I know well

Pharmaceutical
Retail
Automotive
Finance
Banking
Insurance
Petroleum
Food and Beverage
Sports
Alcohol
Broadcast
FMCG
Corporate
Media
Apparel

Honours & awards

One Show: 5 Gold Pencils, 2 Silver, and 4 Bronze (multiple finalists)

D&AD: 1 Yellow Pencil, 2 Yellow Pencil Nominations, 1 White Pencil, 6 graphite/wooden pencils or in book

Cannes: 1 Gold Lion, 1 Silver, 6 Bronze (multiple shortlists)


LIA: 2 Silver statues, 4 Bronze


Spikes: 1 Gold, 3 Silver, 2 Bronze


Clio: 1 Gold statue


Axis Awards (NZ’s top ad awards): 4 Gold, 3 Silver, 4 Bronze,
3 ‘People’s Choice’

AWARD (Australian Writers and Art Directors): 3 Gold Pencils, 1 Silver, at least 7 Finalists

MADC (Melbourne Art Directors Club): 1 Best of Show, 1 Silver Pencil, 2 Bronze Pencils

Campaign Brief Creative Showcase: featured 6 times
Well over 100 odd other assorted Creative Awards total to date

Qualifications

University of Auckland

Bachelor of Arts - History & Political Studies

 

NZIM 

Diploma of Marketing

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