Steve Cragg is CEO of the Buchanan Group Africa, India & Middle East, Turkey and Brazil, which recently developed and launched HomeTesterClub.com in South Africa, India and Australia. After first working in the Australian office, Cragg returned to SA and set up the African office. Prior experience includes roles as marketing manager at Unilever SA and ad agency executive for Singleton Ogilvy in Australia. Contact Steve on tel +27 (0)21 424 2310 or email .
Steve Cragg is CEO of the Buchanan Group Africa, India & Middle East, Turkey and Brazil, which recently developed and launched HomeTesterClub.com for the group in South Africa, India and Australia.
HomeTesterClub is a social community of grocery buyers and influencers who provide uncensored ratings and reviews, which help others buy better and the Buchanan Group already provides marketers with powerful marketing tools in the form of Brand Power, New Product Watch, Zoot Review and Medifacts.
After working in the Australian office for several years, Cragg returned to SA and set up the African office with all the help he could get from family. His wife did the makeup for the ads and they used their house to shoot them in. His brother Chris, a chartered accountant and joint COO based in London, provides the commercial infrastructure and governance to allow them to have a multinational operating business.
Prior experience includes roles as marketing manager at Unilever SA and ad agency executive for Singleton Ogilvy in Australia. He also distributed SA surf boards and surf skis across Australia while living there.
In the late '90s, working together with his best friend Theo Heerman, Steve bought and sold three hotels and also built up a nationwide used-oil and -fat collections service.
He has travelled extensively living in countries such as Jordan, Kenya and the UK, and does up to 80 international flights a year for business, travelling to places such as Beirut, Singapore, Mumbai, Delhi, Pakistan, Istanbul and London in his position of regional CEO.
When Steve isn't globetrotting or following his true calling to keep Bob Marley 'alive', he's also a husband and father to four. He was an international model - the face of Golf VR6 and Police Sunglasses - in early '90s.
[Steve Cragg] As crisis-hit Europe continues to impact economic growth, and projections for the local economy are trimmed, the battle for a share of consumer spend is getting increasingly fierce. Retailers will rely on technology to drive innovative discount models and integrated loyalty programmes by optimising the one device every consumer has access to already - even in-store - the mobile phone.
[Steve Cragg] What does 2012 hold in terms of marketing and advertising in the FMCG sector? It is going to be the year of helping consumers empower themselves through mobile and social media platforms, of turning over cents and creating value, in short, of making peace with technology and its influence on the behaviour of consumers, while taking steps to counter the continued effects of the Great Recession.
[Steve Cragg] People - your customers and mine - are using the tools provided by social media to great effect in their purchase decision-making process. While consumers have always shared their opinions on products and services, digital amplifies their ability to communicate these to their peers, and not only friends and family, but also to friends of friends of friends.