Branding and design guru Michael Peters is launching his third consultancy, Michael Peters & Partners, announcing, ‘The world has been expecting this.’
Peters, who founded the Michael Peters Group and Identica, and worked on brands such as the Conservative Party, Penhaligon’s, Carling and Johnnie Walker, says the new company will offer a completely different approach to branding.
He says, ‘There will be six people in the company initially – four of them leading creatives. We will be working directly with clients around my kitchen table. There will be no flashy West End offices.
‘We will work with smaller companies, and, in some cases, I will take a stake in them. The clients I want to work with will be the brands of the future.’
Peters says he already has three ‘major pieces of business’ confirmed. He adds, ‘The most exciting, creative, awardwinning work is done in times of recession – this is the time when new opportu nities can arise. That is why I decided to start a new business now.’
Peters set up the design department of advertising agency Collett, Dickinson and Pearce in 1965 before leaving to launch his own consultancy, Michael Peters Group, which was floated on the London Stock Exchange in 1983.
In 1992 he founded Identica, and officially left that business in October, before setting up Michael Peters & Partners.