Craig H
Brand Strategist
Broad skillset including market research, strategic planning and branding strategy.
Summary
Craig has a broad skill set. He was originally a Planning Director at DDB, then ran his own company, sold it, ran a research company, then went back to running his own company - Blacksheep Group. So Craig is a market researcher, strategic planner, brand consultant. He has worked with a large amount of top brands in Australia (ANZ, nab, Coles, Victa, Lend Lease, and Aveo to mention a few).
Craig is also a Lecturer at Deakin University and has recently published a book on Brand Strategy. He advises the large agencies on strategic development processes and occasionally helps them out with their clients.
Experience
Blacksheep Group
Founder/Oner (2011 - current)
Helping Australia’s leading national brands position and market themselves in a changing marketplace: Aveo, WWF & PINP, Victa, Tontine, ANZ, Coles, Bosch, Nando’s, Lend Lease, Miele, and many smaller and newer brands. Also, working with the Federal Government to position and improve myGov.
The Leading Edge Research Consultancy
MD (2008 - 2009)
Led successful re-branding of nab brand. Integration of planning principles into research methodologies.
Blacksheep Group
Research, Brand and Communications Planner (2005 - 2008)
Building a million-dollar plus business in three years. Securing branding and research projects with ANZ, nab, AGL, Beaurepaires, Esanda, Australian Unity, Fosters VB, and iSelect. Consultant for ANZ on creating a new bank and online mortgage function, and a new approach to commercial credit cards.
DDB Melbourne
Planning Director / Management Team (2003 - 2005)
Being part of the new management team who relaunched the agency through successive new business wins (Kmart, Heinz, Australian Unity, PZ Cussons, and ANZ). Establishing strategic and agency practices that established DDB in Melbourne as best in region.
DDB Sydney
Strategic Planner (2000 - 2003)
Identifying AUSTAR’s maximum capacity business problem, being part of the team that changed McDonald’s menu for the first time anywhere in the world and helped take J&J’s Clean&Clear to number one.
Qualifications
Grad Cert. Education & Learning (2022)
Deakin University
Bachelor of Arts (1993)
University of Southhampton