Craig K

Craig K

Copywriter

Craig specialises in integrated brand campaigns, product development, ideation and 360 executions underpinned by over 20 years of experience.

New Cemoh QLD, Australia Cemoh since May 2022
Cemoh Profile

Summary

A writer at heart, Craig has been a part of some of the fastest-growing agencies in Australia/China and enjoys nothing more than creating integrated campaigns that transform customers into engaged brand fans. From blue chips to charities. From TVCs to B2Bs.

A strong aptitude for solving complex business challenges with solid consumer insights and innovation. Conceptualising ideas that seem simple in retrospect, amplified by clever targeting techniques, touchpoints, and modern digital strategies.

In short, you will get a well-articulated strategy with a flowing, logical rationale. You will also get some disruptive headlines that you can take or leave.

Craig's methodical craziness has been pivotal in creating/developing large, over-arching ideation, personality blueprints, brand architecture and 360 integrated campaign execution.

In his spare time, Craig likes to eat naming and branding start-up briefs for breakfast.

Experience

Animal Welfare League Queensland

Content, Communications & PR Manager (2018 - 2022)

Managing the media and communications at one of Australia’s largest and leading animal welfare organisations means sharing stories about Animal Welfare League Queensland's lifesaving work through traditional media, communications, social media, advertising, digital and print collateral and website. I develop the media, communications and social media strategies to ensure the best ROI on all outreach.

I am responsible for planning, coordinating, implementing, and overseeing various marketing campaigns for fundraising, adoption, and advocacy issues within this role. This involves briefing external agencies and freelancers, monitoring and assessing campaigns and measuring the ROI of campaigns. In addition, I work closely with the Fundraising Manager to achieve these and manage spend and schedules.

This role involves providing creative direction, overseeing video and photography content, design work and digital projects, and working with Ambassadors and Influencers. I am responsible for crisis management and ensuring a timely brief is delivered when media issues arise.


Icing Enterprises

Creative Director (2015 - 2022)

Identifying trends/gaps in the market that may may be creative opportunities.

Applying proven techniques to establish business potential.

Planning, development, and execution of all aspects of marketing plans in line with agreed product portfolio/line-up including new product and brand launches.

Responsible for developing communications and product innovations, creating brand-building/sales driving/digital strategies and conceptual campaigns.

Responsible for taking projects from client brief through to completion including concept development and testing, creation of strategic response documents, managing production of all visual aids and materials, costing of projects ensuring profitability margins, supervising the production of all creative elements, compiling follow-up data for de-brief and ROI.

Developing complete brand strategy documents and creative marketing plans including the management of all creative work – concept development, and production of all visual materials.

Creation of both B2B and B2C end-to-end communication, acquisition, media and brand strategies.

Directing and co-coordinating teams of suppliers to produce high standards of creative materials including design/print (press ads/Collateral), audio-visual (corporate video/TVCs), multi-media (digital/website) and staging (events/exhibitions).

Innovative approaches to the creative process that enable all agency staff to be inclusive in the idea generation process.

Responsible for managing all of the day-to-day running of the business including the setting up and maintaining of necessary budgeting, regulatory requirements, staff management and new business acquisition.


Clemenger Group

Creative Strategist (2008 - 2015)

Lead planning, creative development, ongoing review, and optimisation of integrated go-to-market (GTM) marketing communication brand strategies, campaigns and 12-month programs of work for clients.

Responsible for taking projects from client brief through to completion including concept development and testing, creating strategic response documents, managing production of all visual aids and materials, costing of projects ensuring profitability margins, supervising the production of all creative elements, compiling follow-up data for de-brief and ROI.

Development and launch of campaigns for new and existing products including market insight research, development of brand strategies and media campaigns to establish clearly differentiated personalities for brands to connect with specific audiences and blueprints for brand growth via creative platforms.

Creating, developing, and executing 360 degrees integrated ATL/digital/trade/promotional campaigns for some of Australia’s most outspoken brands, such as: Carlton Draught / Carlton Dry / Corona / Juliet / Pepperjack / Sorbent / Mars Snack/Pet.

Responsible for big idea generation and strategic rationalisation of concepts as well as leveraging existing concepts to perform in the required forum; digital, retail, promotional, B2B and experiential.

Developing complete brand strategy documents and creative marketing plans including the management of all creative work – concept development, and production of all visual materials.

Developing brand strategies and media campaigns to establish clearly differentiated personalities for brands to connect with specific audiences and blueprints for brand growth via creative platforms.

Leading agency creatives, studio, and account teams to refine the creative process and create forums and workshops that involve all staff in the agency's creative challenges.

Planning, development, and execution of all aspects of marketing plans in line with agreed product portfolio/line-up including new product and brand launches.

Led the development of the integrated marketing channel strategy including integrated marketing campaigns, visual merchandising strategy, and digital content strategy for stores (included the development of in-store content), store engagement, promotions, shopper marketing, LAM activity, high impact activations and experiential activity.

Led the development of media strategy and integrated channel plans and Consumer PR activity.

Relationship and stakeholder management – clients, partners, sponsors, suppliers, and people (direct reports).


SMART Advertising Agency

Group Account Director (2003 - 2004)

Led the strategy development and success criteria for clients.

Managed the workflow, operational and quality processes within the team and across other agency departments including: ensuring a high level of creative output, initiating the integrated involvement of the agency to deliver solutions, drive measurement and evaluation of all activities.

Responsible for taking projects from client brief through to completion including concept development and testing, creation of strategic response documents, managing production of all visual aids and materials, costing of projects ensuring profitability margins, supervising production of all creative elements, compiling follow-up data for de-brief and ROI.

Implementation of client strategy across Team management including reviewing utilisation rates, participating in the hiring and recruiting process, and developing employees for career progression.

Lead development of new creative; work with creative department and ensure that creative is on target with the existing plan.

Maintaining relationships with key clients including Mirvac, Jay Jays, and Brumby’s as the agency was awarded B&T creative agency of the year.

Supervising workflow and production of TVC, radio, and print material for each account.

Full management of financials – budget control and forecasting.


SapientNitro (China)

Senior Creative (2002 - 2003)

Led the planning, creative development, ongoing review, and optimisation of integrated go-to-market (GTM) marketing communication brand strategies, campaigns, and 12 month programs of work for clients.

Responsible for taking projects from client brief through to completion including concept development and testing, creating strategic response documents, managing production of all visual aids and materials, costing of projects ensuring profitability margins, supervising the production of all creative elements, compiling follow-up data for de-brief and ROI.

Lead development of new creative; work with creative department and ensure that creative is on target with the existing plan.

Implementation of client strategy across multiple platforms, all requirements managed and overseen.

Development and launch of campaigns for new and existing products including market insight research, development of brand strategies and media campaigns to establish clearly differentiated personalities for brands to connect with specific audiences and blueprints for brand growth via creative platforms.

Responsible for big idea generation and strategic rationalisation of concepts as well as leveraging existing concepts to perform in the required forum; digital, retail, promotional, trade, experiential etc.

Responsible for taking projects from client brief through to completion including concept development and testing, creation of strategic response documents, managing production of all visual aids and materials, costing of projects ensuring profitability margins, supervising production of all creative elements, compiling follow-up data for de-brief and ROI.

Developing complete brand strategy documents and creative marketing plans including the management of all creative work – concept development, and production of all visual materials.

Developing brand strategies and media campaigns to establish clearly differentiated personalities for brands to connect with specific audiences and blueprints for brand growth via creative platforms.

Leading agency creatives, studio, and account teams to refine the creative process and create forums and workshops that involve all staff in the agency's creative challenges.

Planning, development, and execution of all aspects of marketing plans in line with agreed product portfolio/line-up including new product and brand launches.

Led the development of the integrated marketing channel strategy including integrated marketing campaigns, visual merchandising strategy, and digital content strategy for stores (including the development of in-store content), store engagement, promotions, shopper marketing, LAM activity, high impact activations and experiential activity.

Led the development of media strategy and integrated channel plans and consumer PR activity.

Managed the workflow, operational, and quality processes within the team and across other agency departments including: ensuring a high level of creative output, initiating the integrated involvement of the agency to deliver solutions, drives measurement and evaluation of all activities.

Team management including reviewing utilisation rates, participating in the hiring and recruiting process, and developing employees for career progression.

Supervising workflow and production of TVC, radio, and print material for each account.

Full management of financials – budget control and forecasting.


Pure Creative / DMB&B

Copy Writer (1998 - 2002)

Generated creative concepts and engaging copy in response to client’s briefs, ensuring consistency in brand, tone of voice, and messaging across all elements.

Actively involved in creative pitches for a large number of major clients including: Dunlop Tyres / Pulse Energy / Emirates Airlines / Saab / Holden Barina / Renault.

Integrated campaign copywriting, capable of story-telling and building out content narratives across multiple platforms.

Advertising and campaign copywriting (taglines, new product names, digital banners, ad sets, etc).

Copywriting and creating content for various mediums including website, packaging, scriptwriting and creating and implementing social media content strategies including curating, sourcing, and creating content across a variety of categories.

Developing creative advertising strategies to drive the client’s objectives.

Key Skills

Campaign Strategy Content Production Brand Strategy Marketing Strategy

Qualifications

Bachelor of Business – Marketing. (1992)
RMIT – Melbourne.

Key Industries

FMCG Food & Beverage Real Estate
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