Getting to know… Mike Craddock

In the latest instalment of Bdaily’s Getting to know... feature, which looks at the person behind the business profile, Mike Craddock, co-founder and chief executive of Manchester, London and New York-based creative agency NewGen, talks about swapping a gaming career for entrepreneurship, his passion for fitness pursuits and the value of being organised at work.

We know you as the co-founder and chief executive of NewGen, but who is the person behind the title? Tell us a little about what makes you tick…

I like a simple life. 

Family, friends, partner and focusing on myself (mentally/physically). 

I used to be a person that wanted the things everyone in their 20s does, from sports cars and houses to most desirable things. 

Now I’m in my 30s, I relish stability and a bit more calmness. 

My life is more about balance and ensuring each of my ‘buckets’ are filled, instead of sacrificing something just for work. 

Businesswise, our main driver is to be the best type of agency we can be, by always being innovative and a worthy challenger agency to the large holdcos.

Did you always want to work in social media and influencer marketing?

No! 

I left college to be a professional Call of Duty player, going on to create a YouTube channel with more than 500 million followers.

After a while, I fell out of love with it and was about to take a job in Germany before I had the idea of starting this business with Chris Parnell.

The rest has been a thrilling journey to where we are today.

What’s the best bit about your job?

Trying to be at the forefront of what’s new and ensuring the business is ahead of the curve with new initiatives, new products, ideas and pushing ourselves – and our clients – to challenge the status quo. 

What do you consider to be your greatest achievement?

Having a business that’s lasted 10-plus years in the industry.

It’s no mean feat.

It’s only when you stop to reflect a little that it really starts to hit home.

The business can now run and operate without us as founders, which puts us in a great position to grow it. 

How do you relax outside of work?

I’ve really gotten into my fitness in the last few years.

Training for different marathons and events means I keep a very tight schedule when it comes to exercise, which has really helped me in developing a work/life balance – as much as you can get as a founder.

What makes Manchester such a great place to live and work?

You’re never short of things to do or try in Manchester.

I’m very lucky that I get to spread my time between our headquarters in Manchester, London and New York, but home for me right now is Manchester. 

There’s always a new restaurant, coffee shop or an event happening: it’s definitely the city to be social in.

Tell us something about you we didn’t know…

I used to be the most unorganised person in the world. 

Late to meetings, late on decks and usually not prepared.

It was a weakness I quickly identified in a professional setting and now I’ve put quite vigorous processes and structures in place (think trackers, 15-minute calendar blocks and no phone before certain times) to ensure I’m now one of the most organised people in the business. 

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