Managing Director at Echo. Publisher of ConsumerScope. Peter has spent 30 years in advertising, research, media and customer Intimacy. He specialises in consumer led strategy via media, loyalty and mobile campaigns.
Peter has spent over 30 years in Research, Advertising and Marketing.
A former strategic planning, media and research director of South Africa's largest ad agency group, Peter now runs a customer intimacy and research consultancy called Echo. Echo focus on building and managing databases, loyalty and incentive programmes and direct digital communication to customers via mobile devices.
He is the publisher of ConsumerScope, an interactive website containing over 500 graphs, 2,000 pictures and 1,500 brands drawn from both public domain and proprietary studies. It covers all aspects of consumer behaviour, including mindsets, income, expenditure, retail channels, AIDS, crime, media and sport and leisure. It is designed to provide marketers with a macro-framework and an understanding of the drivers of their consumers' behaviour. In 2006 he won the Media Innovator of the year award from the AMF for ConsumerScope.
Echo operate a 20 seat contact centre in Hurlingham that specialise in 3 areas:
1. RESEARCH. We conduct research via the telephone, face-2-face using mobile devices, web and SMS interviews. We specialise in advertising measurement and customer satisfaction surveys. With over 20 years of AMPS, SABRE, ROOTS, STATS SA and other surveys. We also conduct desk research on markets and product categories using all these surveys plus STATS SA and many more.
2. CRM/LOYALTY. Peter is a previous head of the Reward group of SDT a division of American Airlines, who started the first frequent flyer programme worldwide. He has also served as the head of the Microsoft CRM user group in SA. Peter was the lead loyalty consultant and developed the business model and currency values on FirstRand's eBucks programme. We can design, implement and manage any CRM or loyalty programme.
3. MOBILE CAMPAIGNS. Echo is a founder member of Response Connection. Using Brand and product overlays from AMPS in conjunction with SuperBase, which has over 50 million records and 30 million cell numbers. We can conduct digital campaigns. These brand specific campaigns within any store or geographic radius are conducted via email, direct mail, SMS, MMS or telephone calls.
Peter consults to media owners Kagiso and Caxton and various media independents as well as producing the Transformation Index for GCIS. He is a board member of SAARF.