Craig Millon, CEO
Describe your agency—what makes it unique and how are you different from the competition?
What sets us apart is rooted in our purpose: At Jack, we manifest culture. We know the most potent forces in anyone’s life are the cultures they belong to. Music festival fanatics, IT managers, healthcare providers, tech enthusiasts; these cultures empower people, define them, comfort them, and energize them. Through extraordinary experiences, our teams have made an art out of architecting branded cultures—big, small, public, or private—for the world’s biggest brands that drive connection, belonging, and ultimately action.
What are your core strengths and how are you using them to serve your clients right now?
Our strength is making experiences matter by creating cultural currency—work that resonates emotionally and delivers results. By fusing strategy, creativity, and craft at a global scale, whether it’s for Cadillac at the US Open or at adidas’ Liquid Billboard, we design experiences people want to be part of. In a world where meaning drives loyalty, that’s our superpower.
How is artificial intelligence positively impacting the business?
AI is a creative accelerant that’s reshaping the way we work. It’s helping us move faster, personalize smarter, and optimize in real time. For our clients, that means sharper insights, stronger ROI, and more agile, responsive experiences. To embed AI across our business, we launched AI Fest—a hands-on learning sprint that 94% of our team rated as valuable. But AI is just one tool in a broader innovation arsenal. Our job is to stay ahead of what’s next, constantly exploring new ways to push creativity, performance, and progress—for our clients and ourselves.
Given your agency’s successes, what approach and philosophy do you take to business?
Our values—passion, agility, and respect—guide everything we do. They drive us to lead with empathy, act with purpose, and build lasting relationships. We help brands show, not just tell, what they stand for. We believe in long-term relationships, just like our clients do with their customers and fans. It’s why some of the world’s biggest brands, from Chevrolet to Google, trust us with their most iconic experiences and why we’re still winning, more than 85 years in.
What are you seeing out in the field that inspires you?
I’m inspired by how culture is being shaped from the ground up—by creators, communities, and movements that aren’t waiting for permission. The smartest brands are listening, showing up authentically, and taking risks—not for attention, but for relevance. From TikTok’s Cannes takeover to Supercell’s Comic Con stunt, bold is back and audiences are rewarding companies. Led by brand strategy, experiential is no longer a side tactic, but a core driver of brand performance, sitting at the center of marketing plans.
What are brands asking for right now—and how are you answering?
Brands are under pressure to deliver real business results—and they know emotional connection is key to building long-term loyalty. That’s why experiential is no longer optional. It’s the only channel that creates a direct, meaningful bond with an audience. But they also want to stand out in new ways and need partners who can think differently, move fast, and scale globally. At Jack Morton, we’re responding by reimagining experience for 2025—not just as events, but as connected experience ecosystems that bring live, digital, and social together into one flexible, cohesive platform that works anywhere in the world but always feels personal and local.
What does “impact” look like in modern brand experience—and how do you deliver it?
Today, impact means relevance. It’s not about being seen – it’s about being felt. Done right, brand experience is the most powerful driver of performance and loyalty. It’s a growth lever. We go beyond surface metrics, using social listening, analytics, surveys, and brand health data to measure what matters: lasting emotional impact. Because in the end, it’s not about making an impression, it’s about making a mark.
CONTACT INFORMATION:
CRAIG MILLON
[email protected]
617.585.7000
JACKMORTON.COM
