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.
Copywriting - Long copy, scriptwriting, headlines, print
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
Food and Beverage
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
University of Auckland
Bachelor of Arts - History & Political Studies
Diploma of Marketing