Head of Cultural Strategy, AMV BBDO, UK
Gerard is a senior cultural strategist with global experience in public relations, digital, social media, brand and cultural strategy. He believes brands have a responsibility to use their power to make a positive impact on the world. In this role, he crafts purpose-driven brand platforms that are culturally led on behalf of some of the world’s largest brands including British Telecom, Guinness, Walkers, Snickers, etc.
Prior to AMV BBDO London, Crichlow led and founded the social media team at Droga5 New York, where he was responsible for crafting the content strategies for: Newcastle Brown Ale who won the Super Bowl war without ever advertising in the big game with the ‘If We Made It’ campaign; Honey Maid, a 100 year old company that redefined what wholesomely is by putting gay, interracial, and blended families in the national spotlight, with the ‘This Is Wholesome’ campaign; and Under Armour who redefined beauty from external to internal with the ‘I Will What I Want’ campaign.
Prior to joining Droga5, Crichlow worked at R/GA New York, where he developed mobile and social strategies for Nike, MasterCard, Google, McCormick, and Capital One amongst others.
Prior to R/GA New York, Crichlow worked at Ruder Finn New York, a public relations agency, as an insights specialist, pitching reporters, writing surveys/polls to influence the public to vote, buy or go places on behalf of governments, CPG organizations, and technology startups.
In his spare time, Crichlow teaches an online course on cultural strategy on lynda.com, speaks to groups of kids who want break into advertising and mentors upcoming creative talent.