Peter Pek

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Peter Pek
Peter Pek.jpg
Occupation Chief executive, World Branding Forum[1]
Years active 1987–present
Known for Former creative director of New Nation, host and judge of the corporate reality television series The Firm and host of Brand Malaysia with Peter Pek

Peter Pek is a brand strategist, writer, columnist, editor, publisher, designer, creative director, public relations professional, public speaker, corporate celebrity, radio and television personality from Malaysia. He is the chief executive of the World Branding Forum, a global non-profit organisation that manages and supports a range of programmes covering research, development, education, recognition, networking and outreach.[2] He is also the executive producer of the World Branding Awards.[1]

He is best known as the former creative director of New Nation, a British tabloid;[3] the editor-in-chief of Food & Beverage magazine;[4] publisher of Malaysian Superbrands;[5] and for his work in branding.[6]

He was a host and judge of the corporate reality television series The Firm, where he played himself, acting as a corporate leader and mentor. The show premièred prime time nationwide on Ntv7 and Astro's Channel 7 in Malaysia in 2007. It was the only show in the country to feature three millionaire judges.[7][8] He also starred in The Firm with Chan Boon Yong. The second season of the hit show premièred on 2 August 2008.[9]

On 1 January 2008, he began hosting his own branding talk show, Brand Malaysia with Peter Pek, on Radio24. The show began podcasting episodes through the show's website in March 2008, making him one of the few Chief Executives in Asia and the first in Malaysia, to podcast.[1][9][10]

Considered one of the world's leading brand strategists, he has worked with many top brands in Asia, Europe and Australia, and has worked with clients from around the world.[10][11] He was the former Group CEO of Mercatus+ in Malaysia.[6][12] He is a Fellow of the Public Relations Consultants Association and a former honorary secretary of the Malaysian chapter of the International Advertising Association.[13]


Peter Pek with candidates from The Firm (Season 1)

Peter hails from the same town as Michelle YeohIpoh, Perak, Malaysia, and studied at St. Michael's Institution, before setting off to Sydney, Australia when he was 13.[7][11] Educated in Sydney, Peter qualified as a Chartered Designer in 1993, and was one of the few Chartered Designers practising in South East Asia. He worked for a number of branding, advertising, design, publishing and PR agencies in Europe. These include Brand Mercatus, EMAP, Euro RSCG, The Guardian, Hill & Knowlton, J. Walter Thompson, The Observer, Saatchi & Saatchi, The Voice and Wunderman Cato Johnson (now part of Young & Rubicam).[7][10][11] He is the current chief executive of the World Branding Forum and the executive producer of the World Branding Awards.[1]


Peter's work in branding centres around creation, strategy, communication, public relations and development. Some of the brands he has produced work for include Arab Banking Corporation, BAA Heathrow & Gatwick airports, Barclays Bank, BMW, British Airways, British Telecom, Citroën, City of Westminster, Coca-Cola, Dell, EMI Classics, Eurotunnel/Le Shuttle, KFC, Lloyds Bank, NCR, Microsoft, MTV, Prudential, Revlon, Safeway, Schweppes, Sky TV, PlayStation, Superbrands, Swedbank, Telecom Italia, and Toyota. He was also a member of the inaugural Malaysian Superbrands Council.[5] He was formerly the honorary secretary of the Malaysian chapter of the International Advertising Association.[13]

Publishing and design[edit]

Peter Pek began his career in the publishing world as a columnist for Sydney-based Livewire Magazine in 1987.[14] In the 90s, Peter became well known for designing launch publications, having worked on the launch editions of Microsoft magazine and SkyPlus magazine (now known as Sky Magazine) for Sky TV. In 1995, he was appointed designer to The Voice, Europe's largest African-Caribbean newspaper. The following year, he was hired to design the launch edition of New Nation newspaper, a British tabloid from a company of Elisabeth Murdoch.[3] In the late 90s, Peter worked with The Guardian and The Observer newspapers. He was also the creative director of Galazee magazine for the Indian satellite station, Zee TV.[15] He had a stint at the Australian Financial Review before being appointed in 1999 as Editor-in-Chief of Manila-based Food & Beverage Magazine, the largest trade and consumer F&B publication in the Philippines.[4]

In 2001, Peter took the Superbrands project to Malaysia, and a year later, co-edited and published the Malaysian edition of the hugely successful hardcover coffee table book, Superbrands. He designed the Superbrands awards seal logo used in many countries.[5][16]


In 2007, Peter appeared in The Firm, Malaysia's first corporate reality television program produced by Popiah Pictures and Ntv7. Hosted by Peter and Chan Boon Yong, the show was directed by award-winning director Ng Ping Ho of Kopitiam fame. In The Firm, a group of professionals compete in an elimination-style competition to find the next corporate high-flyer. The winner gets a car as well as a one-year contract with Tune Money, Asia's first "no-frills" online financial service founded by Tony Fernandes of budget airline AirAsia. Peter plays himself in the series, acting as a corporate leader, mentor and judge.[7]

The show attempts to separate the weak from the strong, the under-achievers from the over-achievers and the followers from the leaders. Each week, candidates compete in a series of tasks dealing with different disciplines in business that is imperative to the success of a corporate high-flier. Amongst others, these include branding, promotions, positioning and catering to target markets. Peter was the first to use the show's catch phrase, "You're terminated". The show premièred prime time nationwide on ntv7 and Astro's Channel 7 on 24 June 2007.[8] He also starred in The Firm. The second season of the hit show premièred on 2 August 2008 on ntv7 and Astro channel 107.[11]


In 2008, Peter began hosting his own talk show on Malaysia's first and only 24-hour news and talk radio station, Radio24. His program, Brand Malaysia with Peter Pek aired every Tuesday at 7-8pm, with repeats throughout the week. The show premièred on New Year's Day, 2008, and was the only branding talk show in Malaysia.[11]

Speaking engagements and workshops[edit]

Peter is a well known commentator on the subject of branding, and has been featured on radio and television, spoken at many conferences and conducted workshops around the world.[10] Notable speaking engagements include conferences organised by the Asian Strategic & Leadership Institute – ASLI, Asia Business Forum, Davos Management Institute (Davos), Rotary International, The Harvard Project for Asian and International Relations (Hong Kong), Marcus Evans, Malaysian Media Conference, Federation of Malaysian Manufacturers, Malaysian Franchise Association, and the Malaysian Institute of Certified Public Accountants.


A Rotarian, Peter is a past President of the Rotary Club of Gombak, Kuala Lumpur, and District Secretary (communications) for Rotary International District 3300. He is also a trustee of the Rotary Club of Gombak Charity Foundation.[17] He was formerly the honorary secretary of the Malaysian chapter of the International Advertising Association.[13]


  1. ^ a b c "MTN‚ Sasol and Woolworths named 'Brand of the Year'". Times Live. Times Media Group. Retrieved 22 March 2016. 
  2. ^ "World Branding Forum Sponsors Museum of Brands, Packaging and Advertising Education Project". Boston Globe. 9 Feb 2015. Retrieved 13 February 2015. 
  3. ^ a b "New weekly tabloid set to hit the shelves". (29 November 1996). Design Week, p. 5.
  4. ^ a b "CKFE 2000 expected to draw more participants". (Sept 2000). Food & Beverage, p. 43. ISSN 0119-7932.
  5. ^ a b c Pek, Peter (2002). Superbrands: An insight into more than 80 of Malaysia’s Superbrands. Volume 1. Superbrands. ISBN 983-40878-0-2.
  6. ^ a b Yap, Lincoln (4 June 2003). Local brand franchisors urged to create international standards. The Star. Retrieved 22 March 2006.
  7. ^ a b c d Huong, Thomas (17 August 2008). Passion for German cars. Cars.Bikes.Trucks., New Sunday Times. Retrieved 25 August 2008.
  8. ^ a b Chandran, Sheela (27 June 2007). You’re fired! – Watch how 10 contestants battle to scale the corporate ladder in Ntv7’s The Firm.. The Star. Retrieved 27 June 2007.
  9. ^ a b Taib, Shuib (28 June 2007). Looking for the head honcho. New Straits Times. Retrieved 1 July 2007.
  10. ^ a b c d Omar, Aref (24 August 2008). TV: Man with the brand. Sunday People, The New Sunday Times Magazine. Retrieved 25 August 2008.
  11. ^ a b c d e Kamal, Ayu Musa (7 August 2006). Brand Man: A chat with the eccentric brand guru, Peter Pek. Malay Mail.
  12. ^ Brand Mercatus (2 December 2002). "Brand Mercatus appoints CEO for Malaysia". Press release.
  13. ^ a b c "John Chacko New IAA Malaysia President". Adoi Magazine. 1 April 2013. Retrieved 18 April 2013. 
  14. ^ Pek, Peter (Jan 1989). "CCM Hits Hotline". Livewire, p. 7.
  15. ^ Editorial/Contents. (Aug 1996). Galaxzee", p. 4.
  16. ^ Superbrands (2 May 2002). Press gets sneak preview of Superbrands. Press release.
  17. ^ (15 August 2008). New president for Gombak Rotary Club. The Star. Retrieved 15 August 2008.

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