Craft started 7 years ago as a push against the trends we could see happening in the industry: downgrading of strategic rigour, lack of creative integration, lack of planning expertise and an overt focus on spending a clients budget 'efficiently' rather than using comms to answer their problem.  The result were plans that all looked the same, based upon reach alone, and clients no longer knew what was right for them.  
We have crafted a space in the middle between creative & media working collaboratively with creative agencies to blow out an idea to make it more famous and working with media buying specialists to ensure the strategy is pulled through to every touch-point, from store windows to email to influencers & ads.

We believe the biggest challenge we face as an industry is the onset of greyification in culture and the homogenisation of plans so that "everything looks the same"
The global ad Industry will surpass one trillion dollars in 2025, and it is predicted 80% of this will be invested in pureplay digital.  To feed this insatiable appetite Group M predicts 80% of all media will be bought programmatically by 2030.

We believe our answer lies within the 27 human Crafties we have, crafting plans designed to stand out.  Because while we might not be called ‘creative’ we believe that comms planning is a critical energy in the fight against dullness


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