purpose driven leadership
group managing director
Entrepreneurial by nature, strategically minded, a born leader and a highly effective relationship builder, Craig delivers with absolute honesty, trust and integrity.
He lives to make a meaningful and positive impact in everything he does.
For the past 22 years he’s added value to the brand, marketing, media and advertising industry – working on some of the world’s most recognised brands, and leading multidisciplinary teams across eight Pan-European and six Pan-African regions.
His diverse set of specialist skills and truly integrated delivery capability make him your go-to person.
strategy & business development director
Evangelical is his approach, Pete was preaching purpose way before the rest of the world realised its importance to business and brand. He never stops thinking of the power of purpose and how it can change businesses, behaviours, create value, fuel innovation and ultimately do good.
Since 2003, he’s used that big strategic brain of his to get purpose on the agenda of leading global businesses, including Nakheel, BAT, Supercare and Shoprite Group.
Today, in a world experiencing a crisis of meaning, Peter is excited to be playing a role in a greater movement that is driving real impact.
After more than 15 years of strategising, conceptualising, creating, writing, pitching and producing on global brands such as Dove, Panadol, Tang, KFC, BP, IBM, Audi, Volvo and American Express in South Africa and Dubai, Shakera was experiencing a mid-career crisis.
‘Is this it?’, ‘Is this what I want to spend the rest of my life doing?, ‘What impact have I actually made?’’.
She eventually discovered her joy at an agency driven by purpose, and has spent the last five years happy to wake up and thread purpose from strategy to creative.