For Peter, power has been created and controlled in the most lasting of ways — leading and working with really talented people. As chief marketing and brand officer at Chobani, his charge on day one was to build a brand that would stay relevant and protected even beyond its youth (it’s less than 10 years old; Peter’s been there for four of them).
It is a role full of complex challenges, which, for the first time in his career, has taken him outside the halls of an agency. He brought to the table a hallmark of his: an unconventional approach to figuring out what an organization really needs — not just the typical accoutrements of a marketing team for a billion-dollar brand — and what type of people would actually be able to carry it out.
Still an "agency guy" through and through, he treats every task like it is a battle, and when building out an army to fight with him, he has never sought the obvious choice or the typical approach.
Such is true in the world of yogurt for Peter, as it was at McCann, Momentum, Gotham, and DDB. And it’s proven to be a remarkably successful formula.