5 Minutes with… Peter Gibson
It’s a big challenge when your day-to-day job is bridging the realms of technology and creativity. But Peter Gibson does it with finesse.
With a knack for problem-solving and a passion for innovating, Peter brings a wealth of experience to his work.
He has led data and technology initiatives for notable clients such as Countdown, Toyota, McDonald's, and Westpac.
Speaking to LBB, he discusses leveraging technology to enhance customer experiences, fostering collaboration within diverse teams, and staying ahead of industry trends.
LBB> Peter, would you say that you’re a ‘creative’ person?
Peter> The link between creativity and art is too strong for me to have considered myself “creative” in the past. I’m in awe of those who work in the creative space; they do a phenomenal job of blending art and science. That being said, creativity is essential to problem-solving, and problem-solving has been a key driver for me for as long as I can remember. It’s important that we unlock that view for all contributors so that everyone contributes to creativity.
LBB> Your appointment as general manager of data and tech at FCB/SIX comes during significant growth for the agency. How do you leverage your extensive experience to drive further success and innovation in this role?
Peter> The team is already doing amazing work, so my job is to support and amplify rather than disrupt. I want to uncover the hidden pockets of magic that can be found when applying a different perspective or approach to similar challenges.
LBB> Having led data and technology initiatives for notable clients such as Countdown, Toyota, McDonald's, and Westpac, what key insights have you gained about the intersection of data, technology, and customer experience in marketing?
Peter> Start with the “why” and focus on the customer need. Data and tech can be intimidating, but if we focus on the problem we’re trying to solve for customers, we don’t need to get caught up in the apparent mysteries of tech. Also, if you don’t understand something, just ask. There’s a good chance most people in the room don’t understand.
LBB> Can you share some memorable challenges you have encountered in your career and how you overcame them to deliver exceptional results?
Peter> The scale of the NZ market can make budgets and audience sizes seem prohibitively small. This is particularly true when we adapt truly one-to-one email comms to media because you effectively need audience sizes of one. This just doesn’t work within the ad platforms. However, finding enough common ground among the audiences can lead to a feasible programme in ad platforms that is easier to manage and test and has a friendlier budget.
LBB> Your role involves overseeing a team of 20 people across development, marketing operations, BI, data science, project management, QA, and infrastructure. How do you foster collaboration and cohesion among diverse teams to achieve common goals?
Peter> We are a team. We unite around the same objectives. We love what we do and take pride in the quality of our solutions and delivery. It’s a safe place to float ideas and challenge the norm. Process and outcomes are the focus. People’s mistakes are not.
LBB> With your background in technical roles spanning over a decade, how do you balance technical expertise with strategic leadership in your current position at FCB/SIX?
Peter> I’ve had the great privilege to work with many brilliant tech people over the years and FCB/SIX is the same. I know I can rely on my team to understand a technical problem and either solve it or offer options for wider consideration. I ensure the experts know where the goalposts are, find enthusiasm for the strategic direction and see how their work enables the whole agency and our clients.
LBB> Your experience includes working in New Zealand and the UK. How do you navigate cultural differences and adapt your leadership style to manage teams effectively in diverse environments?
Peter> Understanding the different communication styles in a workplace and the unconscious bias we all bring is critical. I can’t possibly understand the nuance of every person’s approach, but I can understand that it may differ from mine.
Utilising that understanding and appreciating different communication styles has unlocked potential - and avoided a few disasters, too!
LBB> With new technologies and platforms emerging regularly, how do you stay updated on industry trends and ensure that FCB/SIX remains at the forefront of innovation in data and technology?
Peter> There are all the usual ways; key media, great tech partners, industry groups, etc. Where the magic often hides is with that one person who has been quietly tinkering with a piece of tech who just needed to be included in a process or offered the opportunity to float an idea safely.
