Peter Gabriel Khoury

Peter is currently the regional CCO of TBWA\Asia & CCO of TBWA\Singapore. Peter joined TBWA\Hunt Lascaris in 2000, launching the global campaign for the BMW 6 Series. In 2004, he worked with TBWA\Chiat\Day Los Angeles to create the Pedigree Worldwide “Dogs Rule/We’re for Dogs” campaign. By 2007, Peter was instrumental in founding Metropolitan Republic, where as ECD, he led the 2010 FIFA World Cup “Ayoba” campaign for MTN, helping reposition MTN Business across 18 African markets. In 2014, he re-joined TBWA\Hunt Lascaris as CCO, with the intention of taking South Africa’s most iconic agency to new heights. Under his leadership, the agency was named South Africa’s Best Individual Agency in 2015, and from 2018 to 2021. In 2020, it was the Cannes Lions Regional Agency of the Decade Runner-up for Africa & the Middle East. Peter sat on the executive committee of the Creative Circle – a leading industry body for advertising creativity in South Africa. He also sat on the Loeries Committee – The leading African and Middle Eastern advertising award show, the Facebook EMEA Creative Council, and the advisory board for Growth Ten – Richfield and AAA School of Advertising. He was voted Creative Circle Chairperson from 2018-2020, where he modernized the organization. In 2022, Peter was appointed CCO of adidas worldwide at TBWA\Neboko in Amsterdam, where he successfully launched the brand platform ‘You Got This.’ In 2024, he was redeployed to Asia and Singapore to enhance the region’s creative output and nurture talent. That same year, he served as interim CCO of Hilton North America/Global at TBWA\Chiat\Day NYC, leading the brand’s refresh with the ‘For the Stay’ platform. Peter has won over 500 awards, including the Cannes Lions, D&AD, One Show, Clios, Webby’s, Effies and Loeries. His work is featured in the Cannes Lions Game Changers: The Evolution of Advertising, Fast Company’s world’s most innovative ideas, The Good Report, and multiple times in the Gunn/Warc Report. He led his team to Agency of the Year at the 2020 Purpose Awards for EMEA and has served on numerous juries, including the Cannes Lions, One Show, D&AD, Dubai Lynx, Loeries, Effies, AICP and Ciclope Africa. He was named Industry Leader of the Year by Financial Mail in 2020 and recognised as South Africa’s Most Admired Creative Leader from 2020-2022 by Marklives. Beyond Advertising, Peter launched clothing/lifestyle brand, Zero One One and has also dabbled in the movie business as a creative and marketing consultant to local film ‘Stone Cold Jane Austin’ and the DSTV series ‘Ayeye’.