As ECD for pioneering below-the-line agency Elevator, Peter is fascinated by the potential for leveraging live experiences and communications to create emotional shifts and behavioural change. He has global experience creating engaging live events and marketing for companies including Coca Cola, Cadburys/Kraft, Renault, Pernod Ricard, Chevron and Adidas. Although he has spent much of his career in the UK, he is fortunate to call Cape Town home.
As technology becomes increasingly interwoven to the fabric of every day consumer existence, brands now have the opportunity of not only using technology to amplify reach and impact but to actually power live experiences themselves. How do we move beyond the realm of digital gimmicks into developing effective digital experiences that impact through deeper understanding of consumers’ real world and digital existences.