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Over 40 years of CPG brand positioning, advertising, communications, and marketing experience. Turned around several billion dollar businesses based on brand re-positioning, big ideas, new advertising campaigns, and integrated communications. Expert at working with creative agencies of all types to develop business-building creative content. Led P&Gs Reinvention of Agency Relationships and several pitches. Interviewed over 300 creative agencies in the USA and around the world. Lived and worked on 3 continents (NA, Europe, Asia). Expert at global brand strategy, communication evaluation, developing integrated advertising campaigns, agency pitches and relationships, integrated communication process, global equity and brand positioning management, agency evaluation, and leading expert marketing organizations.Skills: strategic thinking, creative solutions, leadership, advertising and communications mastery. Designated Harley Procter Marketer in 2007 (P&Gs highest marketing award - only 18 people in the Company's 175 year history.). Developed advertising which won several Effies, Gold, Silver and Bronze Cannes Lions, and a Grand Prix Cannes Lion in Print. Developed three ads for the SuperBowl which were rated in top 3 on AdMeter. Created the first interactive Super Bowl ad where hundreds of thousands of consumers created the commercial just minutes before airing. Special advisor to the Ad Council and contributing faculty member of the US Marketing Communications College for the US State Department. Served on Grand Effie, Clio, and Cannes Lions Juries. Special creative advisor to Kraft Heinz and ABInBev.
Creative Haystack, Llc
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Founder And CeoCreative Haystack, Llc Sep 2021 - PresentCreative Haystack LLC is the place to find creative agencies and big ideas. I have personally vetted over 300 agencies across the USA in the last 3 years. From this extensive research, I can help you find the right creative talent for your advertising project. Big or small, I've seen it all. And there's no need to spend a lot of time and money on a pitch. My proprietary process can have you working with a new creative partner in weeks, rather than months. It's been proven to deliver a 90% satisfaction rate among clients. So, ditch the pitch and put your intuition and my expertise into your next agency search. Together we can turn "suppliers" into "partners" again. Separately, as the retired leader of P&Gs in-house advertising consultancy, I have over 40. years of advertising creation and evaluation expertise. If you are looking for a big idea for your brand, I can help you and your agency find it. My work has built the business on multiple brands around the world and won many creative awards. I have been a judge at Cannes Lions, Grand Effies, and Clios. And I have been a creative advisor to several large food and beverage companies. Let's put my expertise to work for your company.
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Creative AdvisorThe Kraft Heinz Company And Ab-Inbev Sep 2020 - PresentMember of ACE Creative Council designed to review global creative work every quarter and provide advice for improvements.
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Retired Group Vice President, Brand Building Integrated Communications LeaderProcter & Gamble Aug 2021 - Aug 2021Cincinnati, Ohio, UsFounded and lead P&Gs agency scouting team to find new creative agencies and talent. Reviewed over 400 creative agencies in USA and the world. Personally met with approximately 300. Over 85% satisfaction rate with agency recommendations. Recommended P&G sponsorship of BLAC internship program at 10 small agencies. Led pitches for dozens of brands. -
Group Director And Harley Procter Marketer, Brand Building Integrated CommunicationsProcter & Gamble Apr 2017 - Jul 2020Cincinnati, Ohio, UsAs the head of the internal creative excellence consultancy at P&G, I work to stretch the boundaries of innovation in the advertising industry. This includes creating first-of-a-kind advertising experiences and reinventing our relationships with agencies. On the agency front, I have led the effort to find and review new creative agency sources by interviewing over 300 content creators in the US and around the world in the last 2 years. These new relationships have injected a powerful dose of innovation and agility into our creative quality.
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Harley Procter Marketing Director, Brand Building Integrated Communications, Procter & GambleProcter & Gamble Aug 2009 - Apr 2017Cincinnati, Ohio, UsI report to P&Gs Chief Branding Officer and am responsible for managing an elite group of 60 in-house, brand positioning, advertising, and production experts, who are charged with leading P&Gs integrated communication efforts. This includes: creating brand strategy, refining brand positioning and equity statements, developing multi-media executions, assessing production cost and quality, setting communication planning strategies, analyzing communication research, motivating and assessing agency partners, creating new communication knowledge, and training P&G marketers. I am adept at developing integrated TV, print, outdoor, imedia, social, in-store, and PR communications. I have a special knack for turning around declining brands and developing highly creative and fresh communications. I am a strong partner with advertising agencies of all types, helping them to deliver creative and business-building communications. I have also created communication training programs for P&G marketers and invented new techniques for creating winning advertising.Currently, I am responsible for North American and Global Pantene communications, but have worked extensively in Laundry (Tide, Gain, Cheer, Ariel), Beauty Care (Pantene, Herbal Essences, Head & Shoulders, Vidal Sassoon), Cleaning products (Swiffer, Mr. Clean, Dawn, Cascade), and Batteries (Duracell). I created the Tide "Blackout" Twitter ad in real-time during 2013 Superbowl. And developed several SuperBowl TV, Effie, and Cannes Lions spots, including a Grand Prix for Print.The Harley Procter Marketer designation has been given to only 18 marketers in P&G's 175 year history.
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Director, Adv Development - Laundry & Cleaning Products North AmericaProcter & Gamble Nov 2004 - Sep 2014Cincinnati, Ohio, UsReport to Vice President of Advertising. Responsible for developing the advertising, communications strategies, and equity statements for several Billion Dollar Brands, including Tide, Gain, Cheer, and Swiffer. Lead a team of 5 advertising and production managers who handle brands which represent over $10 Billion in sales and over $300 Million in advertising expenditures. Created a new advertising campaign for both Tide and Swiffer which resulted in double digit sales growth for both brands in the last 12 months. Within Adv Development function, responsible for all staffing policy and career planning decision for the entire global ADD organization (90 managers).
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Director, Adv Development - Global HairProcter & Gamble Jul 1999 - Oct 2005Cincinnati, Ohio, UsReported to President of Global Hair Care. Responsible for developing advertising/communication strategies, agency performance, and global positioning statements for Pantene, Rejoice/Pert Plus, Vidal Sassoon, Head & Shoulders, and Physique. These brands represented $3 Billion in sales and over $500 Million in global advertising spending. Hair Care sales grew +10%, +17%, and +18% in the last 3 years of my involvement with 65% of sales supported by proven business-building advertising and 80% of brands with advertising campaigns.
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Director, Adv Development - AsiaProcter & Gamble Jul 1997 - Jun 1999Cincinnati, Ohio, Us•Reported to VP of Global Advertising. Responsible for managing the equities and developing advertising for all brands in Asia. Created “No Killjoys” campaign on Philippine Whisper brand which built share for the first time in 18 months, despite a +40% price premium.
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Assoc. Director, Adv Development - Hair, Dish, Healthcare & DeodorantsProcter & Gamble May 1989 - Jun 1997Cincinnati, Ohio, Us•Reported to Vice-President of US Advertising. Responsible for developing business-building advertising in several categories. New Cascade Dishwashing campaign grew volume +7% in the first year. Conceived and developed intra-net advertising strategy tool which is used by Brand Managers around the world.
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Associate Director, Band ManagementProcter & Gamble Jun 1980 - Apr 1989Cincinnati, Ohio, UsRan the marketing and advertising for several Beauty Care businesses - Vidal Sassoon, Secret Deordorant, Wondra Hand & Body Lotion, Prell Shampoo, and Pert Shampoo. Managed profit forecast, sales, product innovation pipeline, and marketing program.
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Member Board Of AdvisorsVanwagner Communications Nov 2013 - Apr 2017Provide business and marketing advice to one of the largest outdoor media companies in the USA.
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Board Of Trustees - Baker Scholarship ProgramGeorgetown University 2009 - 2015Washington, Dc, UsLed a team of 16 high-level business executives in the recruiting, selection, and mentoring of high-potential liberal arts students who are interested in careers in business. My efforts have generated a +40% increase in recruiting, a 25% increase in student job placement, and a noticeable improvement in trustee engagement.
Pete Carter Skills
Pete Carter Education Details
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Georgetown UniversityPolitical Science And Government -
Cathedral High School, Springfield, Ma
Frequently Asked Questions about Pete Carter
What company does Pete Carter work for?
Pete Carter works for Creative Haystack, Llc
What is Pete Carter's role at the current company?
Pete Carter's current role is Retired Group Vice President, Brand Building Integrated Communications Leader at Procter & Gamble, Founder of Creative Haystack, LLC.
What is Pete Carter's email address?
Pete Carter's email address is carter.pa@pg.com
What is Pete Carter's direct phone number?
Pete Carter's direct phone number is +185990*****
What schools did Pete Carter attend?
Pete Carter attended Georgetown University, Cathedral High School, Springfield, Ma.
What skills is Pete Carter known for?
Pete Carter has skills like Integrated Marketing, Brand Management, Advertising, Strategy, Marketing Strategy, Customer Insight, Brand Equity, Brand Architecture, Marketing Communications, Marketing, Leadership, Brand Development.
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