Since Pete launched Current Global in 2023 it has won assignments for the likes of Global Village, Dubai Parks and Resorts, Five Guys, New Balance, Dubai Tourism and Riyadh Air. Current Global has won multiple awards including MEPRA, PRCA Platinum and PRCA MENA Agency of the Year, Best EMEA Campaign at both the PRWeek Global and SABRE EMEA awards, as well several wins across Cannes Lions, Dubai Lynx and MENA Effies.

Specific areas of passion include narrative, messaging and storytelling development as well as creative and earned-first campaign ideation. Pete’s broad experience across the region includes working with brands such as First Abu Dhabi Bank (FAB), Mastercard, IBM, GM, Shamal Holding, DET, Jumeirah Group, FIFA, GSK, Johnson & Johnson, Nespresso, SABIC and Aramco.

Specific areas of passion include narrative, messaging and storytelling development as well as creative and campaign ideas development. Listed in PRWeek’s Middle East Power Book 2024, Peter sits on the MEPRA Strategy Board, PRCA MENA People and Culture Committee, Fast Company PR and Advertising Middle East Impact Council and the Abu Dhabi Chamber of Commerce PR and Digital Working Group. He writes extensively around topics in the communications space advocating the strategic importance of earned media and accessible communications and has been published in the likes of CEO Middle East, Entrepreneur, Fast Company, Campaign, Gulf Business and Arabian Business.