BIO
Peter brings big agency and big brand experience but now in bite-sized chunks. So you can hire him to bring ideas and writing to a project. You can bring him in as a coach - he has seminars on his passions: how to be creative and how to pitch to people.
And you can commission him to build you something beautiful out of wood. He left McCann NY recently to make canoe paddles, axes and bespoke drinks boxes - think cabin chic. Take a look @pistolpaddles on instagram.
But he continues to work and coach in advertising as a freelancer.
As such, Peter covers a very useful role between strategist and creative, helping to find and express the right path, then executing the work required. His experience covers a wide range of verticals and audiences, but he runs deep in B2B and financial. He's skilled at finding out what it takes to move specialists – professionals and consumers making considered purchases. He has developed an approach – S2S®, Specialist-to-Specialist – and written a handbook on this subject: How To Talk To Anyone Who Isn’t Everyone.
“A lot of what we do is about making the complex simple. But more than that, it’s about making a brand relate to people, finding its purpose in their life. Giving them joy. And you can’t do that unless you intimately understand your audiences as human beings, and what’s going to make an emotional connection with them.”
Agencies
1999-2001 - Jnr Copywriter, DMB&B Financial, London
2001-2004 - Copywriter, Masius, London
2004-2009 - ACD/CD VP, Masius, NY
2009-2016- CD SVP, Leo Burnett Business, NY
2016-2022 - GCD SVP, McCann, NY / LONDON
Today - freelance writer and paddle maker
CLIENT EXPERIENCE
Engineering: Volvo CE - Stanley Black & Decker - Heidelberg - RS Components - Steelcase
Financial: Deutsche Bank - ING - Voya - Reuters - Jefferies - Suntrust - Options Industry Council - Charcol Mortgages - Forsyth Partners - Abbey National - HSBC - Fifth Third Bank - Allstate - HCC Insurance - GE Capital - State Street Global Advisors
Healthcare: Lurie Children’s Hospital - Shriners Children’s Hospital - Johnson & Johnson - Cigna - Lysol
Professional Services: Ernst & Young - Tite & Lewis Law - ManPower - UK Trade & Investment
Telecomms: Verizon - Blackberry
Travel: Avis - Budget - Payless - Hilton Hotels - United Mileage - Carlson Wagonlit
Other: National Geographic - BP - Jose Cuevo - US Postal Service, Epic Games, PG Tips
AWARDS
Clio - Midas - FWA - Google Sandbox - EFFIE - Communication Arts - Creativity International - BMA Awards - Money Marketing - B2B Awards - FCS Portfolio
ACKNOWLEDGEMENT
"I'm proud and lucky to say i've worked with great people. Much of this portfolio is the product of that collaborative union. Many thanks to them all, and to the clients who got behind the work." - Pete