Gerard is a senior branding building executive with global experience in public relations, digital, social media, brand and cultural strategy. He currently leads the cultural strategy offering at AMV BBDO, the UK's most creative agency.
Crichlow, 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 worlds leading brands including: British Telecom, Bacardi, Essity, Snickers, etc.
Prior to AMV BBDO, Crichlow led and founded the social media team at Droga5 New York, one of the world's most innovative companies according to Fast Company, where he was involved in crafting the content strategies for: Honey Maid, a 100 year old company that redefined what wholesome 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 reinforcement to internal will, with the ‘I Will What I Want’ campaign.
Prior to joining Droga5, Crichlow worked at R/GA New York, an award winning digital design agency, where he developed mobile and social strategies to incite behaviour change on behalf Nike,MasterCard, Google, McCormick, and Capital One amongst others.
Prior to R/GA New York, Crichlow worked in public relations for Ruder Finn New York, as an insights specialist, pitching reporters, writing surveys/polls to influence the public to vote, buy or go to places on behalf of governments, CPG organisations 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 to break into advertising and mentors next generation creative talent.
Crichlow's personal mission is to use creativity to move humanity and he's dedicated his life to changing perceptions in the media, helping expand young people's view on what creativity can do and having fun along the way.