Pete’s ethos and belief is that energy beats everything and all brands, no matter the category, have the power to use their energy to leave behind a distinct and meaningful positive experience no matter the channel. For over 10+ years Pete has been the CEO of some of the leading multinational advertising agencies in the world including Clemenger BBDO, Leo Burnett and VMLY&R. Under Pete’s leadership, he has been recognised in the Australian Financial Review's Top 50 Most Innovative List three times across two different companies, most recently named 4th Most Innovative Company in Australia, won 14 Agency of Year Titles including Adnews Agency of the Year treble, Cannes Lions Media of the Year, Grand Effie winner, B&T Digital Agency of the Year, World's 12th Most Innovative Company at Cannes Lions Festival, New York Festivals Agency of the Year, AWARD Agency of the Year, recognised in Fast Company's Top World Game Changing Ideas, Contagious Top 12 Most Innovative Agency in the World and was the first Australian agency to be named Top 10 Creative Company in the world.New Business is a driving passion. In his first year as CEO at VMLY&R and second year at Clemenger BBDO, the companies was named R3's New Business Agency of the Year; with the most new business wins in Australia. Pete has been named CEO Magazine Executive of the Year and finalist 4 years in a row, Campaign Asia Advertising Executive of the Year, AdNews and Campaign Asia’s Top 40 Under 40, and is the youngest CEOs in Leo Burnett Sydney’s history. Peter has won over 500+ awards incl 65+ Cannes Lions.In 2022, all roads led to Pete founding It’s Friday Company. It’s Friday promises to power Brands with Energy across the customer journey. It offers connected services across creativity, media, CX and PR. Just as Friday the day evokes that positive, memorable and energetic feeling, we believe brands fuelled with energy have the potential to leave behind a strong feeling or memory too. If you have the right emotional experience, you build a long-term memory bank. There are many factors as to why a brand’s energy gets depleted; legacy factors, category competition, lack of meaning and distinction. A brand that is charged with energy, will build brand value for consumers, meaning it helps build preference, advocacy and increases selection at point of purchase.