Craig has a degree in Business from Bath University. He started his career at Saatchi & Saatchi, rising through the agency over 10 years and leaving as a Planning Director, having worked on most of the agency’s clients including Sony, Visa, P&G, T-Mobile, Flymo and Norwich Union.

He joined AMV BBDO in 2004 to lead the planning on Sainsbury’s. Shortly after (although he didn’t take it personally), Sainsbury’s went into review.

However, during the pitch, Craig helped develop the ‘Try Something New Today’ strategy, which retained the business and subsequently won the APG Creative Strategy Awards Grand Prix in 2007.

Craig was promoted to Joint Planning Director in 2008 and continues to lead the planning on Sainsbury’s and Royal Mail.