Peter’s strategic consumer and business insights have helped drive some of the most successful advertising campaigns in Canadian history. He appeared on Marketing Magazine’s Power List of the 100 most influential people in Canadian communications and has received some 500 national and international awards for creative excellence from among others, Communication Arts, The One Show, The Clios, Cannes, The Art Directors Club of New York, The Obies and The Advertising and Design Club of Canada. He has also judged a number of advertising awards shows including The One Show, The Clios, The Andy’s and The Marketing Awards, which he also chaired.
Peter began his career as a graphic designer, opening his own design studio in the ’80′s. In 1990 he became a founding partner in Franklin Dallas, an advertising agency and forerunner to Holmes and Lee and then Reason Partners. He has worked with clients across a wide range of categories, including tourism, packaged goods, automotive, communications, electronics, government, beverages, financial services, fashion, pharmaceuticals, electronics, retail and several charities.
Peter got involved in digital marketing in the early days when Holmes and Lee opened the digital shop, Competitive Reality, in 1997. Since then, he has remained very much involved in digital and online marketing
Peter’s work was Curator selected for the inaugural and permanent advertising collection of the Royal Ontario Museum and the Canadian Graphic Design History Project. He also writes and produces music professionally in the rock, jazz and R&B genres as well as music for advertising campaigns, including the Canadian launch of the Saturn ION and Credit Canada. His jazz album, The Jericho Notes, was ranked 6th best release (2004) in the U.S. publication Jazz Week Magazine. 2Scoops, an R&B/pop song he wrote, is distributed by Universal Music and played on top 40 radio across the country. It also won a Hollywood Music in Media award.
Brand Experience: AKZO NOBEL, DULUX, GLIDDEN, CIL, SEARS, VIRGIN GAMING, CANADA TRUST, SECOND CUP, THE WEATHER NETWORK, LAND ROVER, CREDIT CANADA, MILLENIUM BEVERAGES, PARMALAT, SARGENTO CHEESE, LACTANCIA, BLACK DIAMOND, CHEESE STRINGS, PARKAY MARGARINE, MCI, PEI TOURISM, ANTIQUA TOURISM, ATLANTIC TOURISM, KRINOS FOODS, ONTARIO GOVERNMENT (MINISTRY OF THE ENVIRONMENT), THE CONSERVATIVE PARTY OF CANADA, THE BODY SHOP, OLD MILWAUKEE, SLEEMAN BREWERIES, UPPER CANADA BEER, MASTERFILE, CITIBANK, JVC, ALPINE CONSUMER ELECTRONICS, LUXMAN, LG, ZENITH, STANDARD INTERACTIVE, STANDARD BROADCASTING, STANFIELDS UNDERWEAR, OGILVY RENAULT LLP, VALVOLINE MOTOR OIL, TILDEN CAR RENTALS, INDIAN MOTORCYCLE, REMAX, STAPLES, NEUTROGENA, PLANTERS PEANUTS, FISONS CONSUMER HEALTH, CLEARBLUE EASY, DELSYM COUGH REMEDY, COTTON GINNY, CLUB MONACO, AFRICAN MEDICAL RESEARCH FOUNDATION (AMREF), THE CANADIAN CANCER SOCIETY, THE DAILY BREAD FOODBANK.