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Craig joined The Affinity Group, having previously founded and run Craigology, his creative marketing and communications consultancy.


Before this, Craig was Creative Director in leading world-class in-house and full-service creative agencies in Europe and The UAE, leading and building global brands like Emirates Airlines, VW and Heineken. 


Craig launched the Emirates' ‘Hello Tomorrow' global brand marketing campaign across 170 markets, resulting in a multi-million uplift in brand value, making Emirates the most valuable airline brand in The Middle East.


He built and led the European Staples in-house strategic/creative agency serving 17 EU countries, creating brand consistency, boosting engagement and achieving record-breaking sales. 


Before relocating to The Netherlands, he spent six years in Hamburg, Berlin and Frankfurt working inside Germany's number one creative agency Jung von Matt as well as leading the VW account at DDB Berlin.


Craig studied Copywriting and Art Direction at the UK's renowned Watford College under the creative leadership and tutelage of the late Tony Cullingham. He is bilingual in English and German.

Portrait photograph of The Affinity Group's CMO, Craig Lovelidge

Craig Lovelidge

Sr. Marketing & Partnerships Director

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