MT MAUNGANUI, Tuesday: Tauranga full-service brand creative agency Wave has promoted Craig Parker to the role of creative director. Parker swapped his city sneakers for gumboots for his first Wave client photoshoot when he started as art director at the agency just 11 months ago, with a view to stepping into bigger shoes in due course.
“I’m looking forward to leading the creative team at Wave,” he said. “I believe the key to unlocking creativity is culture. Wave embraces this more than any other agency I’ve worked at.
“Wave director and creative strategist Brendan Herring and I are committed to building an open, safe place for creatives to dream and solve problems.”
Parker sees himself as a ‘new type’ of creative director, part of a large collaborative process and not just the person people go to for sign-off.
“I entered the industry at a turning point so I never had to change my thinking to be more digitally focused – I’ve always just thought that way,” he says. “I’m inspired by the possibilities data and technology offer brands to enable them to create more meaningful relationships with their audiences.” adds Parker.
“Craig can also be found catching a wave of a different kind along the Bay of Plenty coastline.”
Parker brings 10 years’ experience to the role. He started his career as an intern at the agency in 2009 before working at advertising and design agencies in the UK, Australia and most recently, Auckland.
Parker and his wife returned to his hometown of Tauranga at the start of 2018. In his spare time Parker, dad to daughter Lola (one), can be found catching a wave of a different kind along the Bay of Plenty’s coastline.
Wave MD Glenn Dougal says Parker’s new role was a natural transition and he lives and breathes the values of the agency.
“He’s passionate and proud, always reaches new heights with his award-winning creative thinking and has fostered strong relationships with our clients,” Dougal says. “Craig is armed with relentless enthusiasm and expertise to support the agency’s loyal and dynamic client base and drive the agency forward.”
Parker works across Wave’s portfolio of clients, which includes Ballance, Zespri, AFFCO, Gallagher, Tauranga City Council, Trustpower, EastPack, Taura and NZ Certified Builders Association.
Wave was established in Mount Maunganui 25 years ago and has been pushing the creative boundaries ever since.
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