Per Pedersen

Per Pedersen

Founder at by The Network
Copenhagen, Denmark

About me

25 years with Grey. Previously Co-founder of Uncle Grey in Denmark and CCO of Grey Germany. Per is the most awarded creative in the Grey network with 300+ awards – including 43 Cannes Lions.
He was ranked the no. 1 creative person in Denmark after winning several Lions for the local chain of supermarkets Fakta before assuming the job as CCO in Grey Germany.
In New York he assumed Global creative leadership on Febreze as Global ECD 2010-2014. Implementing the “Breathe Happy – blindfold” campaign in more than 30 markets around the world. This campaign has won 4 Lions and 5 Effies – including one of the prestigious Black Lions for Creative Effectiveness.
Alongside the job on Febreze he has won international pitches for both P&G (FIFA World-Cup) and GSK (Tums/Eno globally). He has successfully overseen the push for more Lions at Grey New York since 2011 resulting in winning Regional Agency Network of the Year North America this year in Cannes.
Since January 2014 he assumed a global network position as Deputy Worldwide Chief Creative Officer with focus on Cannes Lions, talent, New Bizz and strengthening the creative culture and quality of work in the entire Grey network.
Per has been in the jury of most creative award shows – including Cannes Lions, London International and Clios.
Private life: Married to Nanna with whom he has a 4 year old daughter Flora and newborn son Storm.


Copenhagen, Denmark
September 2020 - Present (1 year)
Deputy Worldwide Chief Creative Officer
New York, United States
January 2014 - Present (7 years 8 months)
Part of the global management team of the Grey Network overseeing the creative leadership in 130 offices around the world. Implementing a creative culture in the entire network, improving creative leadership and practices in all offices, facilitating agency-wide focus and conversation on creativity, leading the Global Creative Council and setting up regional councils, leading the global awards effort across the network.
Global Executive Creative Director
Grey New York
United States
October 2010 - Present (10 years 11 months)
Global roll out of the campaign Breathe Happy for P&G brand Febreze in 30+ markets. Overseeing creative development in creative hubs situated in New York, Germany, Korea, Japan and Argentina.
Global and North American creative leadership on the P&G brand Downy/Lenor.
Creative leadership on Pringles in the successful transition from P&G to Kellogg's.
Pitching and winning the global assignment on GSK brand Tums/Eno.
Pitching and winning the P&G multi-brand FIFA Worldcup campaign for Rio 2014.
Overseeing the awards strategy and effort for Grey New York resulting in a significant increase in the number of Cannes Lions for the agency. Grey New York ranked #1 in Film in 2013, #1 in PR and #8 in the world in 2014. This contributed to the agency being named Agency of the year by both Ad Age, Ad Week and Shots Magazine in 2013 and by Campaign in 2014.
Chief Creative Officer
Düsseldorf, Germany
2009 - 2010 (1 year)
Initiated a creative turnaround of Grey Germany resulting in new talent in the agency and among other awards a Gold Lion in Cannes. Leading the creative development of the agency's biggest client P&G - Lenor, Pantene, Pringles, Dash and Febreze. This included launching a new detergent under the Lenor brand.


Master's degree in marketing

1987 - 1990 (3 years)

Similar Talent

Kevin Roberts
Red Rose Consulting
Richard Exon
Joint London
Natalie Graeme
Uncommon London
Heloise Hooton
Founder & MD
hooton, Amsterdam
Adam Ferrier
Kay Khoo
Fish Do It
Neil.A Dawson
Neil A. Dawson & Company

Create a free Talent profile and become a member of AdForum

Get Started