Managing Partner, agenda21
In 1998, Pete spring-boarded from a strong traditional media-buying and planning background to become one of the UK’s first digital-media planner/buyers. Pete recalls being one of a handful of new media “types” that huddled together in a local pub for affirmation of their sanity in the dot.com early years. He quickly progressed to European Digital Media Planner/Buyer for Modem Media, and by 1999 was ready to launch his own media agency: media21. In 1999, he also co-founded digital-media creative agency Glue. Following the private sale of media21 to Grey Global Group, Pete then co-ran MediaCom’s digital division for four years, sitting on MediaCom’s Board of Directors, before setting up agenda21 in 2005. Pete is Chair of the Institute of Practitioners in Advertising's (IPA) Digital Council, and was ranked third in Campaign’s top 10 “Online Pioneers." Pete is regularly asked to speak at media events and to provide comment and opinion pieces for the trade press. Pete studied Architecture at Liverpool University. In his spare time, he regularly competes in triathlons.