Advancer of the Year: Peter Poulsen

Advancer of the Year: Peter Poulsen

Last Friday, Advancers gathered at Landemærket 29 to celebrate a year’s hard work with the annual Christmas party. With Gatsby as a theme, the agency transformed into a lavishly decorated dining hall and a dancefloor where sharply dressed colleagues could show off their newly learnt Charleston dance moves. And, while there was certainly no shortage of glitz and glamour in the night’s agenda, a true highlight of the evening was when Ann-Louise and Camilla announced the Advancer of the Year.

“We always nominate an employee of the year based on their exceptional performance, dedication, and ability to represent the positive, collaborative culture that we stand for at Advance,” says Camilla Grove Pelle, Co-CEO. “In an agency filled with talent, singling out one person to receive this award is never an easy task, but this year’s nomination went out to a true collaborator that embodies patience, perseverance, and going the extra mile: Peter Poulsen.”

Throughout the 16 years that he’s worked as Client Service Director at Advance, Peter has become known for his hardworking mentality, his warm, caring smile, and his fervent passion for working with the LEGO Group. “Peter is a true diplomat who always tries to make sure that the team is balanced,” says Maja Voola, Project Manager, who has been working closely alongside Peter for 8 years. “He is also a great listener, and no matter how busy he is, he always takes the time to talk about the big and the small things.”

We sat down for a quick Q&A with Peter, a colleague who holds a special place in Advance’s beating heart.

How long have you been at Advance and what is your role?
I joined Advance in November 2008 as Client Service Director and, while I’ve worked with several other brands that target kids and families throughout the years, I’ve spent most of my time on projects that involve the LEGO brand. From creating global campaigns and launching new franchises with the LEGO Group to collaborating with LEGOLAND and, more recently, working with LEGO House in Billund, I think it’s safe to say that the LEGO universe has become my area of expertise throughout the last 16 years.

What motivates you most about your work?
I’m an outgoing guy, and getting to be the main point of contact with the client continues to be a highlight for me. When I talk directly to the client, I get to understand their challenges and can calibrate our systems, teams and solutions in a way that meets those needs. I’ve experienced first-hand how good communication leads to positive feedback and lasting client relations, and being able to deliver such results together with a talented team really makes my days.

“I’ve experienced first-hand how good communication leads to positive feedback and lasting client relations, and being able to deliver such results together with a talented team really makes my days.”

What’s one stand-out project that you’re particularly proud of?
I’m especially proud to have been part of the team that worked together with the LEGO Group to launch LEGO Friends. We developed this range to get girls more actively involved in LEGO play, and I loved helping to create an entirely new Intellectual Property with its own unique storyline, setting and characters. We spent several years collaborating closely with the LEGO Marketing team and product designers to come up with a strategic and creative approach for LEGO Friends, and we were even awarded the Advertising Effectiveness Award for the launch of the campaign in 2012.

In general, it’s been an amazing journey to help the LEGO brand grow from what used to be seen as a ‘boy’s toy’ to a brand that’s globally celebrated for catering to all types of audiences. Since LEGO Friends, we’ve helped the LEGO Group launch a series of additional franchises – both homegrown and based on existing IPs – and many of the learnings, profound insights and knowledge that we gained from LEGO Friends have trickled down into these projects and the work that we do today.

What’s your favourite part of working at Advance?
My colleagues, without a doubt. I work alongside talented and wonderful people, and I don’t take for granted that I get to spend so much time with highly skilled, inspiring and exciting individuals. Also, we have such a strong culture here at Advance, and it means a lot to feel that the agency’s DNA is reflective of my own values and ways of working.

“It means a lot to feel that the agency’s DNA is reflective of my own values and ways of working.”

What inspires you outside of your work?
I love being together with my family at our home in Præstø, Denmark. Spending time on or near the water always fills me with fresh energy and renewed inspiration, and when I’m not sailing or fishing, I’ll be with my wife, two sons, close family and friends. My sons are young adults now, but they’re still avid LEGO fans, just like me.

Thank you for all of your hard work, Peter – our Advance heart beats for you!