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Weavers launches Craft to put the Craft Back into Media

Sally Weavers has launched Craft, a communications strategy agency that aims to fill a gap in the market by "putting the media craft back at the heart of communication plans".

Weavers, the former UK managing director of Initiative, said the traditional "craft skills" of media planning and brand-building are at risk of being forgotten and advertisers are "super-frustrated with the service that they have been getting" from most existing media agencies.

She has got support from creative agency George & Dragon, which has "incubated" Craft, and Goodstuff Communications, the independent media shop, which will offer media-buying capabilities if her clients require them.

"Craft will be a team of senior strategists only," Weavers said. "I don’t want any junior people at all. It has to be people who can make a difference."

It could mean she recruits "only 10 people" but she said that reflects the fact that clients want high-level thinking.

"Brands say to me, ‘We don’t see senior people any more. We only see junior people and they don’t have any experience. The senior strategist who we saw on the pitch, we only see once a year now,’" Weavers said.


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