Mumbai: After a brief but valiant struggle with cancer, by The Network’s founder and Grey Worldwide’s former global creative chairman Per Pedersen passed away. He is survived by his wife Nanna and four children. 58-year-old Pedersen died on 4 January in Copenhagen.
In 1996, Pedersen co-founded Uncle Grey, which was recognised as the highest-ranked creative agency in the country during his tenure. Uncle Grey is a Grey Group ad agency based in Copenhagen.
With over 500+ industry awards and more than 150 Cannes Lions to his credit, the Danish-born Pedersen’s impeccable performance on the Grey Network led him to join its worldwide headquarters in New York. He assumed the roles of global ECD, deputy worldwide CCO, and finally global creative chairman in 2017.
In his 25-year-long journey in advertising, Pedersen’s most iconic milestones included Febreze’s “Smell Experiment” campaign for Procter & Gamble; award-winning non-traditional projects like “The Gun Shop” and “Unload your 401(k).”
Pedersen bid adieu to Grey in 2020 with a vision to establish a global network of independently owned creative companies from all over the world called “by The Network.”
In less than two years, his concept of providing world-class, borderless creative collaboration at scale has expanded to over 750 creatives working across 34 agencies globally, with a client list that includes Snap, Prime Video, Carlsberg, Netflix, and others.
Pedersen’s Kill Your Darlings is a breakthrough documentary produced in collaboration with the global talent platform togetherr. The film investigated the changing face of the ad industry through the eyes of a young female creative.
He is also a well-known face as an award show juror, industry speaker, and vocal advocate for creatives & agencies in under-developed countries.
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