With over 40 years experience in the international entertainment, marketing, advertising, media and music sectors, Peter has a unique track record in effectively combining innovative creativity with commercially oriented business results, at such previous companies as Cirque du Soleil and DRAGONE, producers of the record-breaking Celine Dion spectacular at Caesars Palace Las Vegas, that was seen by more than 3m people and grossed over $400,000,000.
He was also responsible for the creation of Max Headroom, who was featured on the front cover of People Magazine’s celebration of the 80’s, and made his network American debut on the front cover of Newsweek.
After starting his career in the advertising industry in London, where he supervised accounts in the consumer durable, grocery, and wines and spirits markets, Peter was credited with the birth of the critically acclaimed Max Headroom character for the Chrysalis Records Group while Head of Creative Services.
From its initial debut on HBO/Cinemax and Channel 4 in the United Kingdom, under Peter’s leadership, Max Headroom became an international breakthrough multimedia icon, which, via television, music, merchandising, and principally Coca-Cola ad campaigns generated considerable ancillary revenue for the record label while winning many artistic awards, including three Emmy’s, three Aces for Cable Excellence, and the much-prized Royal Television Society Special Program Award.
Peter worked extensively in Europe and the United States, embracing every aspect of advertising, marketing, promotion and merchandising, ranging from album sleeve design to the production and direction of over 200 music videos and long form programming for artists such as Blondie, Pat Benatar, Huey Lewis, Billy Idol, Ultravox, Spandau Ballet, and Jethro Tull. He also created the packages for Leo Sayer and Blondie and produced the world’s first video album: Blondie’s Eat to the Beat.
Following the success of Max, Peter delivered over 200 hours of network, cable and syndicated television as a Los Angeles-based show runner, creator, writer and producer at Universal, Amblin, Paramount, Warner Bros., Fox/FBC, CBS, NBC, ABC and Turner Broadcast (TBS).
Peter then moved to Cirque du Soleil in Montreal as Managing Director of Cirque du Soleil Images and a member of the Executive Committee.
He founded the multimedia and audiovisual division, which in just five years turned a zero net operation into a multi-million dollar enterprise by forming a global network of interlocking partners including BRAVO USA, CBC/SRC, Granada International, Columbia TriStar Home Entertainment, Sony, and BMG.
By increasing brand awareness, creating content, and exploiting intellectual copyrights he further enhanced company earnings by driving value-added merchandising and sponsorship revenue streams.
While simultaneously expanding the scale and scope of the division, Peter was responsible for delivering the overall business plan for Cirque, which positioned the company as a brand-led, rather than product/show-led organization. This strategy, established Cirque as a total entertainment entity.
Peter negotiated and launched the Cirque du Soleil Records label imprint and, as a hands-on producer, defined the audiovisual operation as both a business and creative provider of content, winning many awards in the process, including a Prime Time Emmy and being short-listed for an Academy Award.
He was then invited by Cirque’s artistic visionary, Franco Dragone, to be Head of the Commercial Division of his newly formed company in Belgium. At DRAGONE, Peter was a member of the Executive Committee and responsible for all its commercial activities including marketing, publicity, promotions, audiovisual, multimedia, retail, music, and new business development.
His first two productions included the Celine Dion show at Caesars Palace that established a new milestone in Vegas entertainment, followed by Le Rêve at Wynn Las Vegas, that celebrated its highly successful tenth anniversary in 2015.
He also led DRAGONE Productions, USA, based in Las Vegas, and was the architect of the company’s overall business plan.
Following DRAGONE, Peter became Senior Vice President of Marketing & Entertainment at Eighth Wonder International, a company that developed premier entertainment and integrated gaming, leisure, hospitality and “lifestyle” resorts.
During his tenure, Peter was responsible for the packaging, branding, and entertainment offerings of major projects in Las Vegas, Dubai, Singapore, South Korea, Poland, Hungary and Kazakhstan. In addition, he spent six months in Hong Kong guiding the marketing team in the launch of the Crown Macau casino property and lavish opening Gala.
His most recent assignment was Raiding The Rock Vault, a history of classic rock from the ‘60s, ‘70s and ‘80s performed by the musicians who played it; from Bon Jovi, Heart, Whitesnake, Dio, Asia, Yes, Badfinger, Quiet Riott and Survivor.
In his role as Associate Producer, Peter oversaw the shows transition from Westgate (formerly the Hilton) to the New Tropicana on the Strip, launching the production and orienting the casino’s marketing team. Raiding the Rock Vault has won best show in Las Vegas for a record breaking five-years running and is currently playing at the Hard Rock Hotel.
He also helped develop and extend the brand to deliver Raiding the Country Vault that is performing in Branson, Missouri.
Peter has over 50 international creative awards, is a member of the American Academy of Television Arts and Sciences and the Writers Guild of America.