The Integer Group
EVP, Insight & Strategy
Craig Elston has spent the majority of his career in integrated strategy roles, marketing to shoppers across a broad range of business categories. A researcher by training, background, and inclination, Elston has a wealth of experience in marketing planning, consumer research, new business development and building diverse strategic teams. Before joining Integer, he spent five years in a sister Omnicom network, TEQUILA\, in London where he headed a large team of communication planners. There, Elston also led TEQUILA\Connect, a separate consulting group dedicated to the planning, management, and measurement of total brand experience. Elston was a founder and planning director of Alphabet, a boutique integrated shop in London, and he also served a stint heading the account planning department of Brann Worldwide. A full member of the UK Market Research Society, he is a regular speaker at industry conferences worldwide and has published numerous papers on the changing world of shoppers.