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, The Long & The Short of it, Media in Focus, Brand Immortality, The Link Between Creativity and Effectiveness, Selling Creativity Short, Why aren’t we doing this? and chapters in Eat Your Greens and the Sage Handbook of Advertising.
Peter is an honorary Fellow of the UK Institute of Practitioners in Advertising. He is a regular visitor to Australia and has been dubbed ‘The Godfather of Effectiveness’.