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A Copywriter / A Creative Director / A partner in an independent agency for 6 years/Lived and worked in the UK/Canada/ USA / Created Wonderbra’s most successful product launch / Raised sales of a product by 60% with one online film / Took an apple tree to LA to launch a new cider in Europe / Helped steer the Hertz global rebrand and was their creative director across Europe for 3 years / Created Scotland’s longest running TV campaign / Created Europe’s largest fan focused soccer website / Launched one of the first online poker websites / Kicked it with Kaka, Nani, David Villa and Wayne Rooney to name a few / Helped Adidas launch the 2012 British Olympic kit with Stella McCartney / Promoted breast feeding, blood donation, organ donation, AIDS awareness, healthy eating and public transport / Took Stella Artois to the Sundance Film Festival and the Kentucky Derby / Helped bring back the Wonka bar and the Golden Ticket / Wrote a radio commercial that a station’s listeners voted their favorite that year / Made over 80 TV idents for a cult UK TV show / Registered a new tartan / Wrote a ‘porn’ film / Launched world’s first fan loyalty scheme, One United /Founding partner of a ‘Healthcontrol’ agency / Was ‘British Pete’ to my clients in the US Army / Created a campaign so no rare disease will go unseen.

I can’t understand why people are frightened of new ideas. I’m frightened of the old ones.

John Cage

Dan Chodrow.
EVP Executive Creative Director
Leo Burnett.

“Pete is a pro who knows well the tired shoulders on which he stands. He's studied the great writers of the game and applies their lessons to the work. As a result, he has an innate (and unfortunately, rare) understanding of the difference between strategy, idea and execution and can keep them aligned throughout a project. Every pitch from Pete comes with references to great campaigns of the past 50 years, with clarity around what makes THIS or THAT particular idea the modern child of that legacy thinking.

For Pete, an assignment is never finished. He keeps refining and refining all the way up until, and even past, the deadline.

To him, the idea is sacrosanct. Through multiple channels, client vagaries or random acts of nature, Pete holds that idea above his head and swims for shore. If you're lucky enough to be along for the ride, he'll give you something you can stick solidly on the wall.

He's also good in the room. His presentation style sways with the audience - loose or formal depending on need. The only constant is the idea he's pitching, and he'll do whatever is necessary to sell it.

Because he is, at his core, a student of our business, his concepts have a nagging tendency to make good sense, to capture a brand's voice and essence and to be unassailable. Not a bad cat to have on your team. Hire him.”

Employee/Rich Brown.
Associate Creative Director
Anomaly.

“Pete gave me my first ever job in advertising. With no marketing background or education it was a gamble. But Pete looked beyond the obvious and gave me a chance to prove myself. Over the next year Pete made it his mission to give me the best start in my career possible. Often Creative Directors have little time for young, naïve Creatives, and although very busy, Pete always found a way to teach me new things everyday – insight is king, the importance of craft and most importantly feeding my hunger to work hard and do great work.

Pete also worked hard to build a strong culture in our creative department. The vibe was spot on, buzzing with energy, always social and collaborative.

4 years later and I’m working at one of the best agencies in the world. But whenever I need advice I still turn to Pete. He’s always been there for me I’m incredibly thankful he took that gamble.”
Client/Liz Norris.
Director Brand EMEA Hertz Europe.
2007-2010.

"Pete really understood my business and with him at the helm I was always confident that we'd get a brilliant solution. My brief was hard. We disagreed at times. He listened, supported, challenged and then made magic happen. Job done!"

https://www.linkedin.com/in/pete-armstrong-9a710714/

CANADA