Peter J Mitchell

Global Communications Planning Director – Nutrition APAC Regional Media Director (Singapore)

World’s largest Over the Counter Health and Home/Hygiene company with brands such as Enfa, Dettol, Durex, Neurofen, Gaviscon and Strepsils, as well as Lysol, Airwick, Finish and Harpic.

Key Achievements:
- Increased Market Share by +5% and net revenue increase of +13% for Enfinitas in 2019 in China and 15% in 2020, Reckitt's super-premium infant formula brand
- Designed, built and rolled out globally (in the top 10 markets worldwide) the Integrated Communications Strategy for the Infant Formula brand Enfa, Reckitt’s largest global brand
- Directed a range of global creative and media agencies to devise and structure a Communications Planning Framework for all the Reckitt Health Brands
- Managed a complex matrix of internal and external, global, regional and local stakeholders in support of the planning process across multiple Reckitt brands.

Global Media Innovation and Communications Planning Director (Singapore)

World’s largest snacking company, owner of such iconic brands as Oreo, Cadbury, Toblerone, Milka, Halls and Trident with global revenues of US$33bn.

Key Achievements:
- Transformed a global US$1.28B media budget from 5% to 32% digital spend in 24 months
- Delivered Communications Planning into 15 markets in APAC, Europe and LATAM for Mondelez’s in-house planning solution, and managed the rollout and implementation across all brands and category teams worldwide over 24 months
- APAC Media lead managing operations for Mondelez brands through its media partners
- Created and managed the ‘Playbook’ for Facebook, Google and Twitter. Helped devise the Global Joint Business Partnership agreements for these same platforms
- In person, hands on, solution provider in the UK, Spain, France, Germany, USA (LA, Chicago, SF, Atlanta & NYC), Singapore, Australia, China, Japan, Malaysia, Thailand, Taiwan, Myanmar, Vietnam, Hong Kong, Indonesia, Brazil, Argentina, South Africa, UAE, and Russia.

Managing Director, Global Media for the BP Global Account (Chicago)

Global media agency within GroupM. Strategic Clients: BP Corporate, BP Fuels and Castrol Lubricants.

Key Achievements:
- Created and ran global digital communications strategy in the US, EMEA and APAC – for BP Corporate, BP Fuels and Castrol Lubricants
- Managed 20 media experts in Chicago and London to deliver Global communications strategy to our clients on time, on budget, and exceeding expectations. Won several industry awards for this work
- Delivered multiple media innovation projects in the US and UK related to BPs investments in the Winter and Summer Olympics, as well as crisis management in Social Media following the DeepWater Horizon event in the Gulf of Mexico.

APAC Regional Strategy Director - Singapore Office General Manager (Singapore)

Global media agency within OgilvyOne and Ogilvy Worldwide
- Staff responsible for: 16 in Singapore.
- Key clients included: Responsible Clients: Amex, SAP, Coca Cola, Kodak, CIMB, IHG, CIMB, Intel, Danone, The Economist, Estee Lauder. AEGON Insurance, Nestle, IBM, Cisco, Prudential.

Key Achievements:
- Senior Regional Account Management and client service on SAP, Kodak, CIMB, AEGON and Prudential
- Ran multiple innovations projects and launched Neo’s first trading desk initiative in Singapore for its ASEAN clients  
- Lead a busy Singapore team and its P&L for Neo@Ogilvy for three consecutive years

Regional Digital Strategy Director for Asia Pacific (Bangkok)

Global media agency (part of the IPG Mediabrands).
- Staff responsible for: 50 (in APAC)
- Strategic clients: Microsoft, MasterCard, Coca Cola, Johnson & Johnson (All APAC) Haier (China), Sampoerna/Phillip Morris (Indonesia), Unilever (Taiwan), Hyundai/Kia (Australia and USA), Best Weston (USA)

Key Achievements:
- Engineered digital capabilities and training for our staff and clients worldwide
- Originated content for these sessions. Principal Course Director and Facilitator

Head of Outrider Manchester/MEC Interaction Manchester (London, Manchester)

Global digital marketing agency at GroupM
- For 7 years, from the inception of the internet as a commercial platform, created, innovated and grew this unique and evolving media opportunity
- Staff responsible for: 8
- Responsible Clients: Freedom Finance, The North Face, Maserati, Berghaus,  Bank of Scotland Corporate Banking, AstraZeneca, PZCussons, Marks & Spencer Financial Services, Haribo, KLM.

Key Achievements:
- Launched a regional satellite office in Manchester for a global digital marketing agency, developing a brand new client set
- Reported healthy profits in the first and second years, and then created revenues in excess of US$4million by 2007 through a staff of only 8

Early Career Roles

From JWT’s Media department to Carat Aegis and then Universal McCann, worked for many years as a media planner/buyer in traditional media, based in Manchester and then London. Ran National UK campaigns for Specsavers, GSK, Esso, News International, Candy, Swatch Group and Nissan Motors. Planning, buying, managing and reporting for Commercial TV, National Press, Out of Home, Radio and Cinema

BSc (Hons) Degree in Geographical Sciences

School Education