Craig is a highly regarded brand strategist, having led the creation of groundbreaking work for the world’s leading brands and agencies.

Craig’s career has been all about helping big global brands gain cultural traction. Mastercard in its “Priceless” heyday. IKEA’s global catalogue. He wrote the strategy that led to the IBM “Smarter Planet” campaign. And he spent ten years as the global strategy lead for McCann Worldgroup’s engagement with The Coca-Cola Company, driving real growth for the network.

Craig has spent his career in leadership positions at McCann Worldgroup, DDB, Ogilvy & Mather and Wieden+Kennedy, pioneering excellence models covering Truths & Insights, Strategy Development, Cannes Creative Archetypes, Data Dynamics, Client Input Briefs, Client Creative Feedback, a longitudinal analysis of the strategic and creative drivers of effective marketing using EFFIE as a database, and a working tutorial of how to write winning effectiveness cases. He also writes disarmingly simple and soulful strategies that tend to reveal our better nature and untapped strength. Craig also led the Global Strategic Excellence practice for McCann Worldgroup, helping strategists and creatives level up their work.

He is a frequent contributor to ADWEEK and Campaign Magazine on topics such as Super Bowl ads, Cannes awards and purpose-driven marketing. He regularly lectures at EFFIE’s Global Marketing Bootcamp.

Craig is also a well-known photographer of all things New York, and his work can be found at www.bagnostian.com.