# M&C Saatchi Abel

Creative direction, product design, AI, leadership and digital thinking by Craig Jamieson.

## Driving national digital creative to support major South African brands.

![](https://craigjamieson.netlify.app/img/mcsa.webp)

As National Creative Director I led digital across two offices, helping teams express strong ideas in ways that reached people effectively across channels while maintaining the energy and clarity that defined the groups traditional strengths.

### Overview

- **Title:** National Creative Director
- **Location:** South Africa
- **Years:** 2012 – 2013
- **Type:** Agency
- **Industry:** Advertising

### Connecting Two Creative Groups

I supported Johannesburg and Cape Town on shared briefs, ensuring digital expressions felt unified rather than divided by geography. This helped clients experience steady quality and gave teams confidence working across locations without friction.

### Enhancing Established Concepts

Ideas often began in film or print. I helped shape online expressions that extended those concepts through purposeful content or functional additions that deepened impact without complicating the central thought that anchored each campaign.

### Building Trust Across Accounts

Early wins on key brands demonstrated how digital additions could strengthen established platforms. This helped marketers support broader expressions and allowed teams to approach more ambitious digital opportunities with confidence.

## A selection of projects  I worked on at M&C Saatchi Abel

Aero

## Let It Go with Aero

Releasing everyday frustrations through an online experience that captured Aeros sense of lightness across the wider campaign.

Coming soon

![](https://craigjamieson.netlify.app/img/aero.webp)

Edgars

## Fashion at Digital Speed

Powering the retailers fast moving fashion cycle with ongoing digital campaign work covering weekly promotions and seasonal ranges.

Coming soon

![](https://craigjamieson.netlify.app/img/edgars.webp)

Air Frisco

## Get Onboard with Black Coffee

Inviting fans to join Black Coffees exclusive London event through a national online competition aligned with the brand partnership.

Coming soon

![](https://craigjamieson.netlify.app/img/air-frisco.webp)

Edgars Active

## Sport Starts Here

Showcasing leading athletic labels through a focused digital campaign hub shaped around activewear, sport culture, and seasonal offers.

Coming soon

![](https://craigjamieson.netlify.app/img/edgarsactive.webp)

KIA

## Game Changing Test Drive Registration

Driving interest in the new KIA Cerato with an online competition that paired fans with their favourite celebrity for a memorable test drive.

Coming soon

![](https://craigjamieson.netlify.app/img/kia.webp)

Edgars Intimate Wear

## The Gift They Will Not Forget

Encouraging thoughtful gifting with personalised digital prompts that guided partners toward lingerie suited to meaningful moments.

Coming soon

Kelso

## Introducing Kelso to the Market

Introducing the Kelso apparel label with its first digital campaign presence, framing the debut range within the Edgars fashion portfolio.

Coming soon

![](https://craigjamieson.netlify.app/img/kelso.webp)

Wide Awake Shake

## Wake Up Your Campus

Activating student excitement across the country with an online competition that brought surprise, high energy moments to campuses.

Coming soon

![](https://craigjamieson.netlify.app/img/wide-awake-shake.webp)

[Back to work](https://craigjamieson.netlify.app/work/)