Craig Lyon is brand practitioner and director for Potency Communications (www.po10c.com), a specialised healthcare marketing company that is a division of OwenKessel. His extensive experience covers brands within the healthcare, IT, FMCG, tourism and beverage industries. Contact Craig on +27 (0)11 705 0200 or email .
Craig Lyon began his career at Trademark, where he focused on design and corporate identity. One of his first projects was being part of the team that rebranded Alpha Cement. He moved on to Hook Line and Sinker, where he took on the design, art direction and advertising for brands such as Bavaria Light, Aquafresh and Grandpa, among others.
From there, he went on to Old Shanghai Firecracker Factory and was tasked with design, art direction and advertising for brands which included Dimension Data and Sun Seekers.
Not one to rest on his laurels, Craig became a partner in Walk The Dog, where he worked on projects for names to the likes of UUNET, also known as Worldcom, Sun International and Gold Reef City.
Opting for a stint in freelancing lead Craig to Oglivy Healthworld as creative director, where he furthered his career on brands that included GSK, Nestle, Pfizer, Roche, Nycomed and Bayer, to name a few.
This saw Craig moving to take on the lead role as brand practitioner and director at Potency Communications (www.po10c.com), where he currently specialises in a range of clients operating in the regulated services arena that require the in-depth understanding of dark marketing in this highly legislated sector.
[Craig Lyon] Requiring specialised knowledge and high degrees of informed creativity, 'dark marketing' is becoming increasingly prominent in everyday life as more and more industries come under increased control and, even those that are not, turn to new and innovative ways to punt their wares. And it is in this domain that marketing for the pharmaceutical industry lies.
[Craig Lyon] For many, medical marketing may not invoke ideas of glamorous and imaginative marketing concepts that those in the creative industry view as desirable. However, medical marketing, along with other industries that are being increasingly regulated, such as tobacco, alcohol and finances, are becoming the pioneering developers of the most progressive and inventive forms of marketing around today.