Craig+Bridget

What inspired you to start Craig+Bridget, and how has your journey evolved since then?

Our background is in advertising, having run strategy at one of the world’s biggest and best ad agencies, AMV BBDO. In 2016 we wrote a plan, a blueprint for a business, that imagined creative strategy existing separately from the ad agency.

It was designed to give truly creative strategy a new home and build a broader influence for strategy and strategists. It initially traded off the personal reputations we had built in advertising, but quickly transcended this, with clients coming to us for what we do in our new roles, not what we did in our old jobs.

Clients pay for our ideas, not for our time and our primary product is creative ideas that change how brands think about themselves and their role in the world, influencing everything they do, far beyond advertising. The brand we created to launch craig+bridget in 2021, reflects the simplicity of our thinking and how we express ourselves, enabling us to truly be a brand, rather than two individuals.

We have worked with all types of clients, in every sector, from some of the biggest global brands (like Pepsico and Google) to fresh new start ups. Our core product is creative strategy, and we can also extend this into beautiful design.

How does the creative and collaborative atmosphere at Second Home Holland Park influence your work?

It makes us happier, and as a result more creative and more productive.

We have also met other Second Homers in Holland Park who have gone on to become collaborators on our projects.

What’s one piece of advice you’d give to brands looking to create a strong and authentic strategy?

Our approach to creative strategy is all about uncovering the truth about that brand and organisation. What does it actually do? What do the people working there really care about? What has it been designed to deliver better than any other brand or organisation?

Then you look for a connection between these answers and what human beings (who may be your consumers or customers) are looking for in their lives. In the middle of these two things (who you authentically are as an organisation and what people authentically want in life) lies your brand strategy.