Renowned Author, Strategist and Marketing Consultant
Peter spent 15 years as a strategic planner in advertising and has been a marketing consultant for the last 22 years. Effectiveness case study analysis underpins much of his work, which includes a number of important marketing and advertising texts: Marketing in the Era of Accountability, Brand Immortality, The Long & The Short of it, The Link Between Creativity and Effectiveness, Media in Focus, Selling Creativity Short, Why aren’t we doing this?, Effectiveness in Context and chapters in Eat Your Greens and the Sage Handbook of Advertising. His latest work on creativity - The Crisis in Creative Effectiveness - was published in June 2019 and his most recent work in collaboration with Les Binet – The 5 Principles of Growth in B2B Marketing – was published by LinkedIn in October 2019. He is an honorary Fellow of the UK Institute of Practitioners in Advertising.