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Pete Carter
Retired Group Vice President, Brand Building Integrated Communications Leader at Procter & Gamble, Founder of Creative Haystack, LLC
Peter Carter is the Founder and CEO of Creative Haystack, LLC, a consultancy focused on helping brands find suitable creative agency partners. With over 40 years of experience in consumer packaged goods (CPG) brand positioning, advertising, and marketing, he has a deep understanding of the industry. Prior to founding Creative Haystack, he served as a Group Vice President at Procter & Gamble, where he gained extensive experience in managing agency relationships and brand communications.134
Carter's approach emphasizes a streamlined and respectful process for agency selection, which has garnered positive feedback from clients and agencies alike. He is known for his ability to facilitate smooth requests for proposals (RFPs) and for fostering effective communication between clients and agencies. His work has been described as efficient and impactful, helping brands quickly identify the right creative partners while respecting their time and resources.12
Carter holds a degree from Georgetown University and has also worked with major companies like The Kraft Heinz Company and AB-InBev before launching Creative Haystack.2
