Peter Yates Email & Phone Number

New York, New York

Founded, built and lead full-service design and creative agency that produces integrated branded marketing experiences across digital, publishing and packaging platforms. Assemble global teams of designers, photographers and illustrators to participate in projects. Manage business operations. ● Secure high-profile publishing, entertainment, fashion, travel, hospitality, consumer and wellness brands as clients, including Viacom/CBS, Reed Exhibitions/JCK, Douglas Elliman Reality, Condé Nast, Travel & Leisure, Disney, Kiehl’s, Vanity Fair, Ritz-Carlton, Volkswagen, American Express, Victoria’s Secret Beauty, Bloomingdale’s “Little Pink Book,” Callaway and NRDC.● Entrusted with creative concept, branding and design work on confidential projects, including collaborating with clients on pitches to win multi-million dollar accounts.● Developed unexpected and compelling creative concepts that helped win multiple accounts for American Express Publishing’s branded content publishing arm. ● Rebranded and reimagined JCK print, digital, corporate and exhibition platforms in collaboration with Reed Exhibitions and Advance Publications. ● Won major Volkswagen account for Meredith Publishing, developing for the pitch a concept for a custom magazine, Das Auto. ● Reconceived Asia Tatler magazine group’s 9 independent editions: Hong Kong, Singapore, Malaysia, Indonesia, Thailand, Philippines, China, Taiwan and Macau. ● Designed and launched Swiss publication Baby & Kleinkind (published annually in German, Italian, French), which became the most read parenting magazine in its market.

Greater New York City Area

Led definition and elaboration of the complete international brand experience of Hearst brands, including Cosmopolitan, Harper’s Bazaar, House Beautiful, Good Housekeeping, Elle, Car and Driver, O Magazine, Town & Country and Esquire. Headed New York based creative department. ● Directed all creative manifestations of brand identity, including digital, print, integrated marketing, social networks, point of sale and advertorial platforms, as well as licensed products. Served as brand ambassador to 200+ media partners producing 304 editions and 200 websites in 81 countries and in 34 languages. ● Led and inspired creative teams worldwide to generate innovative design ideas, from concept development through implementation for international markets and targeted demographics. ● Ensured creative strategy was holistic across entire consumer journey. Worked closely with digital and social teams to make the digital experience of each brand visually consistent with parent brand. ● Led and guided new product launches, both digital and print. Added Harper’s Bazaar Spain and Netherlands; Esquire, Cosmo and Car & Driver in the Middle East; Town & Country Thailand; Esquire Vietnam. Guided re-launch of Cosmo Italy. Supported launch of digital-first Cosmo in Nigeria. Collaborated on new launches of Elle in Australia and Hong Kong. ● Inspired and guided branded product life cycle from concept through development. Collaborated with IMG Worldwide and international licensees to develop thoughtfully segmented, commercially viable product lines across apparel, fragrance, beauty, eye-wear, auto, restaurant, and entertainment categories. ● Oversaw development of 3-dimensional experiences for Harper’s Bazaar and Cosmopolitan brands, including restaurants, exhibitions, conferences and pop-up retail experiences. ● Clearly communicated brand point of view at high-level presentations regarding joint ventures with local publishers and creation of new joint revenue streams.

Greater New York City Area

Spearheaded creative direction and brand development for Hearst Magazines’ portfolio of international brands: Harper’s Bazaar, Cosmopolitan, Esquire, Good Housekeeping, Town & Country, Seventeen and others. Led New York creative department of 3 FT staff plus a collective of freelance designers. ● Designed, defined, and delivered creative strategy for all Hearst brands globally. Analyzed Hearst brand’s creative essence and methods of connecting with consumers. Developed “brand books” for each international publication ensure both general alignment with overall Hearst brands and a distinctive local identity. ● Oversaw the day-to-day creative of 200+ issues every month, including 65 editions of Cosmo. Led creative team in NY in reviewing and revising all pages and covers coming in from all over the world (an average of 4000 pages including covers).● Spearheaded launches of 40+ new editions world-wide, including development of local creative guidelines. Encouraged highest level of creative quality in new markets. ● Created and launched Cosmo for Latinas, an English language magazine. ● Instituted global communication among creatives at each brand, promoting brand exchange and brainstorming. Founded annual “creative director boot camp” program for each brand.

New York, New York

Created and managed the Cargo brand for start-up men’s shopping and lifestyle magazine, with $15 million launch budget. Hired and oversaw design team of 6. Managed in-house photo studio and photographers.● Established the creative direction to reach the magazine’s target market (25-40 year old men). Worked closely with Condé Nast’s editorial director and Cargo’s editor-in-chief to create a brand that embraced masculinity. Magazine reached almost 400,000 subscribers. ● Ensured most cost-effective methods of creating visual content. Shot all products in-house. Determined how items would be shot, by which photographer. Oversaw production, retouching, and final image selection.

Greater New York City Area

Design Director Shaped creative direction and positioning of ESPN The Magazine, a start-up $20M print brand extension. Collaborated with Publisher, CEO and Editor-in-Chief to clarify brand vision. Led team of 7 designers and art directors.● Articulated visual brand identity of sports as entertainment. Established magazine as a cutting-edge brand with an arresting visual appearance. AdWeek named it the top magazine launch of the 1990s. ● Successfully attracted magazine’s target audience (high-energy, fashion-conscious, 18–35 year old males), with circulation growing from zero to 2.5 million and the magazine becoming profitable in just 5 years.● Developed creative direction for other brand extensions, including “The Life” television series, the ESPN College Basketball Awards Show, and the ESPYs. Designed and oversaw fabrication of actual ESPY Award.

Yale Publishing Course

Studies In Advertising Design