Craig Elston
SVP, Insight & Strategy
The Integer Group

As the head of Insight & Strategy, Craig has overall responsibility for the generation of insights and the development of strategies for all of our clients and new-business prospects. As a result, he has a great deal of experience in a wide variety of categories and channels.

Craig joined Integer in an effort to build a vision and devise an implementation plan for the growth and development of our strategic capability. Under his direction and leadership, the team has grown fivefold in the last three years and we have dramatically improved our thought-leadership position with our clients, along with our reputation in the shopper-marketing and consumer-promotions worlds.

Before entering the Integer fold in November 2006, Craig served in our sister network at TEQUILA\London, heading a large team of communication planners as well as leading TEQUILA\Connect, a separate consulting group dedicated to the planning, management, and measurement of the total brand experience. Craig brought with him a deep understanding of the Disruption philosophy and practice, which we continue to use and adapt to the shopper-marketing and consumer-promotions spaces.

At TEQUILA\, Craig was responsible for the strategic output of the agency across a broad range of categories including FMCG (Unilever, JTI), Retail (Sainsbury, Shell), Retail Financial Services (Abbey, Barclays), and Consumer IT and Telecoms (HP, O2, Intel). TEQUILA\ provides a range of promotional and CRM marketing solutions to its clients across Europe.