Peter spent 15 years as a strategic planner in advertising and has been a marketing consultant for the last 20 years.

Effectiveness case study analysis underpins much of his work, which includes a number of important marketing and advertising texts and his pioneering work on the link between creativity and effectiveness. His latest work in partnership with Les Binet, published in May 2017 – Media in Focus – examines the media myths and truths of the digital era.

Les and Peter are firm believers that high-quality mass-targeted campaigns win over ‘laser focused’ strategies most of the time. “Broad thinking” will deliver bigger paybacks and long-term effects. They conclude that ‘Loyalty marketing’ is not profitable marketing.

Peter has a global reputation as an effectiveness expert and communicator and speaks and consults regularly around the world about effectiveness issues.

He is a contributor to the Wharton Future of Advertising Project.