Since leading Nucleus’ MBO in 2001, Peter has driven Nucleus’ unique BrandExperience approach and, as a result, has become an advocate of InsideOut branding - where employees ensure consistent delivery of brand experiences to customers because they, themselves, become the brand’s greatest advocates.

He has advised and led complex programmes for many leading companies, including: Buhrmann, Cable & Wireless, Center Parcs, First Direct, Hamleys, NatWest, Superdrug, Thomas Cook, Toyota and UPC.