Peter heads up overall strategy for IMS clients. Originally from an analytical background Peter brings a wealth of experience across numerous industry sectors and geographies, helping bridge the gap between the technical side of the business and the marketing functions.
Peter originally started out client side as an analyst with Aegon in Edinburgh before moving into retail banking as Head of Customer Insights for Woolwich Bank, responsible for customer segmentation and modelling, value proposition development, lifecycle management and customer journey planning.
He then spent the next 7 years in a specialist data and analytical consultancy within WPP, where he was responsible for the development and delivery of data driven marketing strategies for numerous international blue chip clients including British American Tobacco, Nokia, ADOBE, Prudential, P&G and Morgan Stanley as well as set up of regional offices.
In 2008 Peter went to work directly within the advertising industry, allowing him to get closely involved in the creative side of program development and at the same time integrate the data and analytics offerings for 2 of the largest global agency networks – Publicis Groupe and Omnicom. Shifting data to be at the heart of all activity was paramount as clients demanded improved customer insight to drive personalization, targeting and above all accountability and justification of marketing spend – even more so given the proliferation of new digital channels. During his time there he delivered data driven marketing strategies for the likes of Renault, LG Electronics, Hewlett Packard, RBS, Citibank, Zurich Insurance, Three mobile and Unilever.
Peter then joined Towers Watson Marketing Sciences division in late 2011 to head up customer strategy, working on projects including – launch strategy for new D2C insurance operation in China for top 5 global insurer, campaign management implementation for leading financial services company, segmentation for top 5 direct UK insurer.