Peter is a multidisciplinary leader and practitioner with more than 20 years of global experience across strategy, design, product, and agency leadership. Based in the UK, he leads the global strategy practice at Huge, developing top strategic talent, driving the impact of its client work, and evolving Huge’s offerings to meet changing client needs.
He has built a reputation for delivering ambitious work within complex organizations and industries, building experiences that have reached number one in global App Store categories, earned the highest rank by industry analysts, and captured meaningful customer and revenue growth. Peter pairs exceptional talent with the clients who need it most, and that approach has built strong work for organizations including McDonald’s, BBVA, NatWest, Miral, Soho House, Westfield, Coles, and The British Museum.
Shaping market-moving ideas for the world’s most ambitious brands and complex organizations.
Peter’s career spans independent studios and global agency networks. Relocating to the UK as a partner at Australian agency Future Friendly, he helped establish a mobile-focused studio and European client base. He later led large-scale experience transformations at Publicis Sapient, becoming the Experience Lead for its Financial Services portfolio spanning Australia, Asia, the Middle East, UK, and Europe.
Since joining Huge in 2021, Peter has been instrumental in driving the adoption of AI and evolving the company’s offerings to incorporate capabilities added through Elephant, Hero Digital, and EMEA commerce practice Studio Rotate. He is a member of the International Academy of Digital Arts and Sciences and a judge for the Webby Awards.
