During his time at 25hours Hotel One Central, he led marketing efforts that saw the property listed on the Condé Nast Traveller Hot List, and recognised as Hotelier Middle East’s Breakthrough Hotel of the Year.

At EATX, he oversaw brand and launch strategy for concepts such as The Guild and Hawkerboi — both of which received critical acclaim and industry recognition.

“Having spent years on the brand side across the UAE, UK, and USA — and experiencing firsthand how the world’s best hospitality brands operate — I have a unique understanding of what true agency collaboration should be,” says Craddock.

“The best results come from creative partnerships rooted in real operational insight. That’s our difference: ideas that are not just exciting, but actionable — shaped by experience and designed to work in the real world, whether for a hotel, restaurant, lifestyle brand, or design studio.”

JCRADS & PARTNERS will operate on an agile model, backed by a curated network of creative partners ranging from META-certified digital experts to leading photographers, designers, and tastemakers.

Among the agency’s early clients is acclaimed interior designer Mahsa Gholizadeh and several high-end F&B brands across the UAE.

“We’re not a traditional agency,” Craddock adds. “We’re multi-dimensional — with the agility to plug into any stage of a brand’s growth journey.”

The launch follows Craddock’s departure from EATX earlier this year, amid a broader leadership shake-up at the group.