PER.

I never met Per Pedersen. But like so many, I knew him. He seemed to be everywhere all at once. I was in Paris at De Gaulle years ago and saw him rushing by. Per, always on the fly. What has struck me so hard, in addition to his sudden death, has been his incredible reach. He touched so many in so many places. Not just in casual ways but profound ones. What a legacy he leaves. To live and lead the way he did is something I could only wish to leave once I am gone. To you Per and all that you touched. LEAD. CHAMPION. HUG. SMILE. Peace.

Creatives at the helm. This was Per’s vision and his daily fight: to put creativity back in the hands of those who have the ideas, not in the hands of those behind an excel sheet. As simple as that. There was no bullshit with Per. That’s why he was such a legend, such a rock star creative leader. He leaves a tremendous legacy through his family and friends and industry-changing work. Marco Pupo and I owe him everything. We lose a friend and a mentor, but his vision lives on. We promise we’ll keep fighting his fight.

Rest in peace, brother ❤

Early this morning I’ve seen posts about Per Pedersen. I guessed for a bit that it must have been his birthday and I had to keep in mind to write him something. I was – unfortunately – wrong!

More “relevant” people knew him better than myself and will spread well deserved good words about Per. But my tale is my own and as far as I know, he deserves further good words.

A while ago, Per popped on my profile views. I wrote him immediately! Of course! But to my surprise we not only connected as he answered me with kind messages making conversation points out of MY information!!!?

Wtf? The guy is a #legend! An #icon!! A #celebrity!!! I insisted in reigniting the conversation every couple of months. Of course I measured my every word, yet he was always kind and attentive and what I treasure the most was the honesty he put into it. Being #honest demands energy, demands #care and even with all the #hopes I had to #work together, I was a just a fan hoping to #learn from his #words. A fan he went out of his way to treat kindly and respectfully! Long live Per Pedersen #advertising #master

Per,
How hard it is even to write this. But, knowing you, you wouldn’t want this moment to be sad.

Here’s a memory of one of the many great things you did for me.

It was April 2020. I had just lost my job for the first time in my life.
I was feeling really strange about it. Sad. Scared. My self-esteem was completely crushed.

So I gave Per a call. I remember my words very clearly: “I don’t think I want to work for any agency right now. I can’t think of one place that would make me happy now. I’m thinking about starting my own. Is this a bad move?”.

Without any hesitation, he goes: you have to do it. He didn’t ask me what the business model would be, or what would I make different. The only thing he said was: call Joao. You guys have to get back together. Together, you’re unbeatable. And so I did.

A few months later, João and I gave him a call. “Hey, Per, we’re doing it”. At that time, we didn’t even have a name for the company yet. Not even the LLC.

“Are you guys free to pitch ideas for a Super Bowl spot?”, he said. Wait, what? We don’t even have a name yet. “I don’t care”, he replies. “Put together a deck and come. This is about the two of you, not an agency name”.

Two days later, Joao and I presented Atlantic New York for the first time. With no logo. With no philosophy. Just our history.

Per introduced us to the client. He didn’t lie to them. He didn’t pretend we were a full-service agency or anything like that. No bullshit. He was very honest about it.

He risked his own reputation on that. And by doing that, he made us believe in ourselves more than ever. And that made the whole difference in what Atlantic is today.

That was Per. All he wanted was to remove all the bullshit from the industry and focus on the most essential thing: people and talent.

Thank you, Per. You were by far the biggest supporter of my career.

Love you, brother.
Rest in peace.

You know my parents called you “the Dane”? I don’t think I ever told you. “How’s the Dane?” “Have you spoken to the Dane lately?” “What’s the Dane up to these days?” My parents knew. They knew the impact you had on my career, on my life— and for that, they loved you.

The first time I ever met you I was blinded by your slick presentations and the provocative slides full of sharp, crisp, foul language. You could own any room, from Lima to Cannes — and you knew it. You were cocky. You were freaking brilliant.

With the years I slowly earned your respect (I think?) and was gradually let into Per Kingdom, a place where the likes of Diego Medvedocky and Fran Luckin lived. There I got to work with you—literally side by side like in this picture taken at 200 5th Ave—and observe you. How you reacted to work, how you weaponized your Danish sense of humor in meetings, the swiftness and efficiency with which you neutralized mediocre ideas, and the passion and sheer intelligence with which you went after the “chosen ones” were all pivotal lessons of my ‘formative years.’

However, not everyone got you. Not everyone got your radical integrity, your total lack of patience for empty language and network politics. And that was fine. Because you thrived in bad meetings, the kind of meetings where good ideas are supposed to go to die. That’s where the Viking emerged. For only two things counted for you: good ideas and good people. Any threat to any of the two was obliterated in a ball of fire.

“It’s wrong but I like it.” Of all your quotes — “Most of the work we produce makes me sick,” “Kill fast,” “¿Are we still talking about this idea?” — this one defines you. You embraced contradiction, the absurd, the weird — the strange case study video from the Mumbai office or the WTF idea from the Medellín team. You were fascinated by diversity and chased it around the world through the Global Creative Council. That was your Sixteen Chapel, your tool to unearth hidden talent in far-flung offices, to find what you called “the nuggets” — those rough but brilliant ideas with the potential to become legendary. You didn’t care if they didn’t come from the New York or the London flagships. You kind of preferred they didn’t.

In an age when everybody talks about “the importance of culture,” you were culture. You were the glue that united some of the best creative minds in the world to make some of the best work this industry has ever seen. You obtained allegiance through love, not emails or “town halls.” Yes, love. You played the cynical Dane, but you couldn’t fool us. With you, work and love were and will be forever intertwined.

I’m writing you from your dear Copenhagen. I flew in to say goodbye, but it looks like I got here a day too late. It’s okay, man. I know Nanna told you that Carles Puig and I were on the way. “The Spanish Armada,” you liked to call us. She said you smiled and nodded ever so slightly. I am content.

See you soon, brother.

Couldn’t find a better picture to honour this amazing guy! This was taken in his homeland… but the truth is that he was a truly borderless mind connecting everyone in such an evolving way. Thanks for the inspiring moments and advises, mostly sharing a Carlsberg or just good vibes! See you somewhere at some point .. you will be missed Per Pedersen !

Per Pedersen was one of a kind.
The photo on the left is from Cannes, 2019, during a Grey Group get together.
I was so happy to finally meet him in person. I called him Mr.Good Life, in reference to his Instagram handler (pergoodlife). Then I thanked him for all his support.
Not only at that time when both of us were at Grey. But from before.
You see, Per was so passionate about ideas that he used to give feedback to random people (like me) when asked. Always kind, always sharp. And then he remembers about you and your work several years later.
Great mind. Even greater heart.
The image on the right shows the last time I asked him for his wisdom. And, again, he was supportive and kind.
For him, it didn’t matter if you were in the same agency or network as him. He just shared his love for true creativity.
My time at GREY BRASIL was incredible due to several people. He was one of them. Never saw a leader so high in the chain that was so close to the smallest details of the work. That cared so much.
Imagine you’re an art director (me) and then your CCO (Adriano Matos) comes to you saying his big boss (Per), the global creative chairman, liked your idea but had some suggestions (that actually make sense).
That was Per.
A gentle giant. A true legend. ❤️🌟🙌🏻

To Per Pedersen, the Dane who loved creativity.

He loved creative minds, he protected them, challenged them, encouraged them. His fight was against bureaucratic corporate politics or anything that nullifies creativity. He was strict with lazy thoughts and mediocre jobs, “kill fast”, he used to say. But above all, he was hugely inspiring, to remove the insecurity that we creatives carry with us trying to have the level to face a savage global competition.

That is why today there are so many creatives from all over the world paying tribute to him, for boosting their careers and enriching their lives. I witness the impact he had on Charlie Tolmos and I was moved by what Emiliano González De Pietri wrote, who better than anyone, summed up what the beloved and respected Dane meant.

I wasn´t his friend, I didn´t have a close relationship with him, but I was lucky to have received his guidance, speaking with him a little with my limited English, and received support from him, just at the moment when I thought that I couldn´t be better as creative.

Thank you Per, rest in peace.

What a sad day for Adworld. Per was one of the very few people in between industry execs whom I knew personally who truly spent most of his time, force, and empathy supporting and growing creatives. Career advises and priorities highlighted by you were priceless for me back then. Thank you for all, Per Pedersen

Q.E.P.D. Per. Respect!!!

He made me a better creative leader.

He made Grey a stronger creative brand.

He made the ad industry more inspiring.

He made the world a more interesting place to live.

Thank you very much Mr Per Pedersen .

Your legacy lives in us.

Rest in piece my friend 💔.
I am heartbroken. I am at loss of words. I have known and worked with Per Pedersen for over 10 years. BUT since 2019 Per had a giant impact on my life. We joined hands and vow to do everything we can to change what we didn’t like about our industry. Per went to build ByTheNetwork, and at the same time helped me bring my vision of togetherr to life. Per changed my life. I owe him so much for his support, his partnership in my vision, his advises. Per brought all of himself and everything he believed in to support my venture, because he loved creative and advertising . He brought his colleagues to be on my advisory board, and help shape the product. and above all created #killyourdarling film for the launch of the platform . He was the most passionate man I knew about creativity. He loved our business and it’s power. He loved humans and at the same time was real and was not taking any bullshit from anyone. He called it as it is.
I am so out of words. I will miss you Per. I hope I’ll know what to do without you.

“Hey guys, can we meet?”
This was a message me and Luca received from Per Pedersen out of the blue in 2019.
Back then, we didn’t know him very well. We had just launched SMALL and were feeling very excited. But mostly, we were feeling scared.
“Let’s meet at my building, in Spruce Street. We can sit by the pool…”
The day after we met.
“I love what you’re doing, guys,” he said. “And since I’m thinking of launching a global network of independent agencies, I want you to be among the five founding members.”
We couldn’t believe it. SMALL was nothing at that time and still, one of the best creatives in the world wanted it to be part of his new adventure.
A few months later by The Network was born and it quickly became the exciting reality that is now.

Per was one of the first people to believe in SMALL and to support our crazy dreams. From day one, he gave us what we needed the most: trust. And this is something we’ll never forget.

Grazie Per, we’ll love you forever.

I started 2023 full of hope and excitement, but within the first few days of this year lost someone who was incredibly important to me, and to many of us. Per Pedersen left us this week, after a short battle with an aggressive cancer. I’m still coming to terms with this.
Per gave us so much.
He had immense creative power – he made beautiful things, ugly things, challenging things, but always things that got talked about. He was passionate about the power of creativity to drive change – whether in a business, an industry or the world. And for me, he was one of the kindest, most supportive, and just sheer fun people to be with. He pushed me to be better, to not settle, to be courageous, and he believed in me in moments when I didn’t fully believe in myself. I owe him so much. I know I’m not the only one feeling lost right now. I am just trying to hold onto the challenges he would be setting us, the dreams he’d be inspiring us with and the bravery he’d demand from us. I know we’ll all be trying to make him proud.
My love to Nanna, and to all of Per’s friends far and wide who are feeling this massive hole in their lives right now.

Shocked and heartbroken to learn of the death of Per Pedersen, whose heart, brain and personality were bigger than almost any in advertising. I probably spoke to Per more often than almost any other creative leader and always enjoyed his infectious enthusiasm for the power of creative marketing.

I’d hung onto an unpublished interview I did with Per at London’s D&AD festival in 2019, and I love how it captures his passion for responsibility and advocacy in marketing. Rest in peace, my friend.

Never met anyone who believed more in the power of ideas than Per Pedersen. With a contagious curiosity and unwavering optimism, he always knew there was a way forward. An idea yet to be discovered. A solution waiting to be found. Minds soon to be changed. And most importantly -lots of fun to be had in the process. Per, we will so miss your generous soul ❤️

It was impossible to be cynical around Per Pedersen. His passion for ideas and unfaltering belief in the power of creativity to change the world were genuine, full-throated, and infectious. When I arrived at Grey in early 2016, Per was the first to welcome me, and he immediately wanted to start talking about the work before I’d even taken my coat off. I was Chief Innovation Officer so he’d frequently come to me with some amazing idea that was seemingly impossible to pull off, and before I knew it I’d be excitedly researching satellite orbital patterns or the bylaws of the NRA. I’d leave our Creative Council meetings in awe of his energy and optimism, and ready to do something…anything…no one had ever done before in service of humanity, and our industry. Per made you believe anything was possible. My heart goes out to his wife, his kids, and the colleagues lucky enough to work with him day in and out.

While attending Cannes Lions last year, I went to only one (very incredible) dinner. It was with a group of creative visionaries, including Per Pedersen.

To say that he was passionate barely scratches the surface of the person I experienced in those few hours. Per encapsulated everything that drew me to this industry in the first place: Fearlessness. Persistence. Purpose. Curiosity. He deeply loved the creative industry and all of its potential. Through The Network, he pushed for the industry that he adored most to be more equitable. He administered tough love with an emphasis on love and while it feels so cliche to say this now, he inspired me to want to do the same.

And I cannot overstate this: He was so, so kind. Just an endearing giant who didn’t hold back. I am absolutely devastated to learn of his passing, but I’m also so grateful to have encountered such brilliance when I had the chance. I send limitless love to his friends, family and colleagues.

Per Pedersen was a good man.
He was honest.
He had integrity.
He always believed in me.
He pushed all of us. He made us better creatives.
He was a good friend.
I will miss him deeply.

I was a lucky son of a bitch. I got to work and hangout with Per Pedersen a lot. I had been a fan of the Cannes Lions award show since I was 14 and it was called the IAFF, so my knowledge of the festival often surprised him. We could nerd out about campaigns going back to the early 90s. Plus, he had great taste – except for these candies that I brought him from Iceland, that he loved. Fucking terrible little things. Ha. Those are the little memories I’ll always have. I remember thinking out of everyone in the office, Per’s job was the one I wanted, but I knew I’d never get it because he was so damn good at it. So damn good. Below is a podcast I launched awhile back when Covid started and I had him on for an episode. I’m really going to miss him. Sail on Chief. xo

My dearest friend Per Pedersen left this world. A man with an overwhelming talent, a contagious passion and a unique heart. He leaves such an immense emptiness in our industry. I will never forget the moments we spent together at Grey, the campaigns we wrote on the beach of Miami and the extremely spicy Asian dinner we had in Vegas when we decided to create by The Network. I will miss you so much, Per.

Per Pedersen
There was no reason in the world why Per and me would ever get acquainted, let along work together, let along become colleagues and friends…
Per was Grey’s renowned global creative chief based in NYC while I was a media agency person from Tel-Aviv. But when Alina Kessel decided to put together a Creative Council for WPP’s Team P&G and Per was tasked with heading it, our paths crossed.
From that moment onwards Per did everything within his power to push and promote our work. I was astonished by his immense interest and understanding of a completely different culture and the subtle nuances within it. Despite the geographical distance, the foreign language and many times poor art and design (a media agency after all…) his guidance and advice was always invaluable, enabling us to reach new heights in terms of global recognition and awards.
Whenever we communicated in writing or face to face he called me “bro” but I could never bring myself to do the same, for some reason it didn’t seem appropriate but for this final farewell I just wish Per would know how the love he spread all over is now coming back in waves. Shalom Brother and sorry for the sad piano music you hated so much, I guess this is the one place where it truly is fitting.

Still can’t believe Per Pedersen has left us. Also still can’t believe how incredibly lucky I have been to become so close with him for the past couple of years. It has been a great honor to have worked with him, learn from him, laugh (a lot) with him, have drinks with him, dream with him, pitch with him, get annoyed with him because he made me do something one more time even though it was super late and presentation was tomorrow. Damn, now I wish you would ask me to do it all again. Because you really fucking made a big impact on me my friend!

On the picture we’re in Cannes, only half a year ago. I’m trying to listen to something smart you had to say without throwing up after last night’s too many drinks. And then there’s Carl Angelo with his mullet looking somewhere else. Probably to the bar. Tim Pashen is kneeling to you like were you royal or something. Well, you kind of where. The ViKING of advertising who conquered the world from tiny little Denmark in a brutally honest and ruthless creative crusade. And seeing how strong you were battling that stupid disease was so ViKING. Dude, you literally WhatsApp’ed an idea to me on your way into surgery. And while you were in the middle of the toughest battle of your life you and Nanna Munch Walter even had the warmth and love to send flowers when my baby girl was born some months ago. Pure class and character.

Our industry is a little bit shittier now that you have left it Per. I’ll do my very best to try and make it just a little bit better in your honor.

Love you brother and hope they have strong Wi-Fi in heaven so you can check up on us all once in a while – and go on LinkedIn and see all the beautiful things people are writing about you these days – you’d be so proud ❤️

Great Leader. Great Creative. Great Human Being. Will miss you Dear Per Pedersen.
RIP🙏❤️

Years ago, after our Grey network had come off an unprecedented creative run worldwide at Cannes I got a call from a friend who was leading a competing agency network.

This person asked me one, simple question:  “How did you do it?”

I thought about it for a second. Do I share our ‘secret sauce’?

In the complex world of typical advertising multinationals, filled with chief creative egos, regional sandboxes and gloves-off battling for award credits, industry accolades and global glory, I decided to own up and reveal our complex model for success:

“We just like each other and genuinely want each other to succeed.”

This simple fact embodies the spirit of Per Pedersen and what he represents.

Per never treated you like a headcount or a colleague. You were family. Every text or email started with “Hey brother”…and finished with “Hugs”. Undying loyalty. Anywhere. Every time.

The world is blessed with few people who are life’s great connectors. Individuals who bring people together, lift them up and inspire them to succeed. And not just for themselves, but for the group, the team…the entire family.

I’ve been lucky enough to find that with Per not once, but twice – first at Grey Worldwide and now as a Founding Partner of his brainchild ‘by THE NETWORK’. There is no one I would rather share a beer, plane ride, 3 hour client Zoom call, or have a conversation about ideas…or just life.

Love and Hugs, my brother. Rest in Peace. We will carry your torch and laugh your hearty laugh together as family. Thank you for such an amazing gift. #perlove #bythenetwork #greygroup

Per Pedersen was tough. Really tough. Hell, I’m not even sure this man liked me, which in retrospect, was probably just what I needed. I deeply respected his opinion, his dedication to creativity, and the love he (eventually) gave a creative when that special “nugget” came across his desk. He had a real sense of humor. A love for people and life and ideas. And absolutely no pretension.

I had the pleasure of working across from him for a couple years at Grey. He would typically stare me down with what felt like the heat of a thousand suns. Pure disapproval for my lack of seriousness. But let’s be honest, I think he needed the few smiles Earl Myers and myself would bring to his face. We poked the bear a lot, and turns out the bear loved to be poked.

I’m reminded of a story. Earl and I had just gotten our first big win of sorts, which meant a lot to our young careers. We had two campaigns for TUMS in testing. It was such a relief after rounds and rounds of ideation. We (literally) skipped back to our desks singing and celebrating our small win. Per, without looking away from his computer, announced, “NO ONE WILL REMEMBER THE CREATIVES WITH TWO IDEAS IN TESTING.” A hush fell over our celebration followed by that iconic and booming Per laugh. That moment never left me. He was right. No one remembers the majority of what any of us do. He was dedicated to making the ideas that would never sell through, actually sell. He wanted to make legendary work.

So thank you, Per. This industry won’t see the likes of you again. And I’m honored to have spent a few years learning from you, disappointing you, and occasionally getting your approval. You were a fantastic teacher. Rest in peace.

Per Pedersen you have given so much to me and I will be forever grateful to you and the amazing people I met thanks to you.

In this picture you are at the centre in the Royal Danish Academy of Sciences and Letters, inside the Carlsberg Foundation, just being you. The brutally honest, smiling, Jedi Master, surrounded by a bunch of world class creatives from all over the world that you just so happened to assemble to work together and bring to life what makes Carlsberg unique.

You reignited my visceral love for ideas, you gave me gold, friendship and advice. I will repay you with constantly pushing myself and others to do better.

Buon viaggio amico mio

Sadness. 🖤 I had just started At Grey 2013 when out of the blue Per called from New York and invited me to the Grey Creative council. Amazing streak of comradeship, motivation and crazy fun followed. And yes, through the years we have taken so much shit from the people who do not understand what creativity can deliver and achieve when ideas are not measured by hours. Thank you Per Pedersen for your friendship, inspiration and guidance. It’s hard to comprehend that we cannot have those chats anymore. Nevertheless, we will continue breaking the rules of corporate thinking. https://lnkd.in/dC2C7auC https://bythenetwork.com/

Still can’t believe the news. To think that next Monday we were schedule to meet the, bigger then life, Per Pedersen to join forces between SUPERCLUSTER and by The Network .

Thank you for your incredible energy and vision and the fun chats we had about global expansion for our collectives.

As far as myself, SUPERCLUSTER and all our partners go, we will continue your mission, to make the creative borderless world where stronger and more disruptive ideas can thrive again, while cutting out the BS.

Rest in peace my friend 🙏🏽🕊️

I had the privilege of meeting Per Pedersen in Lima seven years ago. We were both speakers at an advertising event. I will never forget our conversation on the power of creativity. Very inspiring mind and a very kind human being. Rest in peace.

Per Pedersen was, and will forever be, one of the most interesting and inspiring creatives I have ever met. His legacy lives on in all of the countless creative souls he sparked along the way. Rest in peace. 🖤

Det er mildt sagt et tungt hjerte der møder nytårets grå og triste vejr, med nyheden om at Per Pedersen ikke længere er iblandt os.

Mine tanker går først og fremmest til Pers familie, hans absolut bedste halvdel Nanna Munch Walter og deres to børn Flora og Storm. Må I finde styrken i minderne om Pers vindene og festlige væsen, med stor kreativitet og kærlighed til livet og til jer.

Da jeg en sen-efterårsdag i 2020 kontaktede Per, for at spørge om jeg måtte sende ham et lille skriv om en idé jeg havde til et nyt kreativt bureau, var jeg ingenlunde sikker på hvad jeg skulle forvente tilbage.

Per er blandt verdens ledende kreative tænkere, på det tidspunkt akkurat lige vendt hjem til Danmark, fra et af verdens højst placerede kreative stillinger, som Global Creative Chairman hos Grey. Med hjem havde han en ny vision om at skabe fremtidens globale kreative løsning, i form af by The Network. Et globalt netværk bestående af verdens mest kreative uafhængige bureauer.

Og her kom jeg, med absolut 0 erfaring fra hans branche, med den selvfede idé om at skulle stifte mit eget bureau, i hans verden. Men Per elskede mig og min idé fra første øjeblik. Han troede på mig. Og han tøvede ikke et eneste sekund med at investere i mig og invitere mig indenfor i varmen på lige fod med verdens førende kreative personligheder. Han gav mig alt han kunne, og det var takket være Per at vi allerede i vores første leveår fik lov til at sidde som lead agency på Georg Jensens globale juleornaments-kampagne.

Per var en ven. En mentor. En ubetinget og uvurderlig støtte. Jeg vil huske ham for at være vinden, der for alvor tillod mig at sætte sejlet op, og lade Liberate Agency fare ud i en ny stor og uudforsket verden af kreativitet, og sammen tage opgøret med den homogene og ekskluderende formidlingskultur.

Chapeau Per. Tak for alt det der var dig.

Til vi ses igen.

We promise to keep fighting your fight: freedom and creativity before anything else. Thanks for being a mentor and a great supporter of Atlantic. Rest in peace, brother ❤ 🙏 Per Pedersen By The Network

One of the first campaigns I ever saw made by Per Pedersen, 15 years ago. Smartass, cocky, brilliant, honest, fun. Just like the guy himself.
In the words of the campaign’s payoff, we really wish you stayed a little longer, Per.

https://adsspot.me/media/tv-commercials/fakta-supermarket-beep-3b044fb91fac

The creative industry has lost a great one and I believe in paying respects. I started my career in advertising in 2014 and I was actually clueless about world class creativity. And boy that was something running in Per Pedersen veins. My heart goes out to his family, but also to all the creatives he influenced and for what I have seen today in this network, there are many of them. And that makes my heart warm. I am sure his teachings and legacy has trascended and will live in all the hearts of all the people he touched.
I am also not sure he was a fan of me, as putting together Regional Creative Councils was never easy.
I take with me his strong believe in borderless creativity and his certainty that good ideas could become great when putting together the right team and pushing them to the limit.
I know how much all of Grey Latam CCO´s loved you, respected you and admired you.
Thank you also for being such an inspiration to a generation of young creatives in Ecuador. Thank you for showing the way.
May you Rest In Peace.

An uncompromising creative, inspiring mentor and such a friendly, smart and caring guy left us today. With a talent of sharing his views in simple white capital letters on a black background

Rock on 🤘 Per Pedersen

I’ve known Per for the last two and a half years.
We are building something incredible together, he said. A lean mean creative machine, unboring as f*ck. And I’m keen to conquer the world with you guys.
But what he didn’t know was he had me when he said we are family, and called us brother.
You will be greatly missed, Per.

Holding hands with by The Network and sending you a big deep bow in salute from all of us at Cloudfactory.

And thank you, Nils Adriaans, for bringing us together.

Last year, I started #ThankfulThursdays as a way to share my gratitude with the people who helped shape my career. But an important part of that for me was to do it while they were still alive and able to appreciate it. Sadly, this next one is a few days too late, because unbeknownst to me, Per Pedersen was in a losing battle with cancer in the waning months of 2022, in sharp contrast to the way he lived, which was to win at everything else.

And while that winning streak began long before I ever met him, it was around 2010 at Grey Group NY when our paths first crossed. But it really wasn’t until a few years later that Per truly changed the course of my career, when he became the Deputy CCO, helping to craft and nurture the best work from across the network. A task he was impeccably suited for, because it’s physiologically impossible for anyone to love ideas more than him. Hell, you can literally see it in his eyes!

Yet, it wasn’t actually his help with our work that had such a profound effect on me, but rather the existence of the role he had just created for himself, which I didn’t even know was a thing!

Regardless, I now had my new, ten-year plan laid out before me, because to me, Per had the best job in the world! But to get there, I knew I had to continue to prove myself. As an award-winner and eventually as a CCO. And for a while, things were going exactly as planned, until Covid hit and I lost my job at FCB New York.

Coincidentally, so did Per, who immediately reached out to discuss my next move, a new creative consultancy model called Sauce. He loved it, showering me with encouragement. Then, he mentioned this crazy idea, for Sauce to join this new thing he was creating, by The Network.

Unfortunately, I chickened out. But, perhaps it was for the best, because strangely, Sauce led me back to my path through awards consulting, which ended up being about 60% of my revenue- sort of doing my dream job, but from the outside as opposed to in-house. And then, it happened, R/GA offered me a new position, created just for me. And suddenly, I was right where I had always wanted to be.

This past June at the Cannes Lions International Festival of Creativity, I got to see Per again in person, on stage, delivering a killer line I will never forget, “A creative company run by accountants makes about as much sense as creatives running an accounting firm.” Just genius. And so very Per.

Later that week, over 3AM drinks at the Martinez, with his network absolutely crushing it, Per asked me again, why didn’t you join? To which I responded, “It’s your own fault.” And it really was, for leading by example. So thank you Per, for showing me the way.

But it truly breaks my heart that you will never get to read any of this, or the countless tributes from everyone else on LinkedIn. Which I suppose should be a cautionary tale for us all – to share your gratitude while they are still around to see it, because you never know when that chance will be taken away.

1 YEAR WITH PER.
Thank you for believing in me Per Pedersen when I needed it the most. You made me fall back in love with this industry again. In fact, you made me feel the most ‘me’ I’ve ever felt in my entire career. You called me “The Pashen” and you gave me the courage to give zero fucks about what everybody else thinks. To be fearless. You were a king, and I will forever be grateful to have spent a year working so closely with you and being invited into your inner circle. We kicked some serious ass! Thanks for all the parties at your place, the laughs, and the opportunities you gave this outsider on the wrong side of the world. Rest assured we will fight for every idea in 2023 and leave nothing on the walls. And we’ll make sure they’re big so you can see them from up there mate. ❤️

Per is missed, but we will persevere and make sure his dream will blossom. “We have the power to create the creative industry we want to work in”. Here’s for the crazy ones: www.bythenetwork.com

I didn’t know Per personally. I certainly knew what he stood for. Creatives at the helm. Creativity at the core of our business. Our creative community is losing one of it s best creative advocate. Thank you Per for being so passionate about what creative minds could bring to this world. You did yourself brought so much. Thoughts go to his family and close friends… #community #creative #creativity #thankyou

WSJ+OBITUARY Per Pedersen eulogized in The Wall Street Journal today. Proud to have known him & Thanking Per for trusting our young team at Mr+Positive Tokyo to craft & deliver award winning global campaigns from Japan. Also glad to read his brainchild by The Network will continue to create and live on. Thank you Per!

-Hey brother. Let’s kick some ass!
Do you remember?
That was almost 10 years ago. It was in Buenos Aires, my first regional meeting. I had just arrived at Grey and I didn’t know then that you would change my life forever. There you told me, looking at me with those Viking eyes, that they can kill you as well as make you fall in love:
-you have to be here!

Friends are the family you choose. And you chose us. I can only thank you for that. For bringing us together, Diego, Emiliano, Charlie, Rodrigo, Sebas… You shared with us your passion, your strength with the most precious of all gifts, your love and your unconditional support. You gave us a new family. The latin gang.

Wherever you are, you have to be proud to see how many people love you. I’m not surprised. You are the most generous person I have ever met. Seeking to transform this industry, you have transformed the lives of many people.

Walking around Copenhagen these days I remember our talks, many of your best phrases (only said to the ear), running through the streets at night during the shooting gun in Vegas!!!
And of course my first global council in Marrakech… Oh God, you told me (same fucking blue eyes):
-You have to make a presentation about yourself, no prizes, no bullshit! Talk about Carles!
For the first time in my life I spoke publicly that I had a brain tumor and that I am half deaf.

You pushed me, once again, to take another step personally and professionally. There is no fear if you believe in Valhalla.

Then came Singapore… (no coments) and then my return home.
Our paths seemed to separate but when you called me saying:
-Hey, we’re going to build a global network of creative independent agencies. I want you in!
I was like, YESSSSS!
And once again, you did it amigo. Only you could gather such a group of people around the table. Your passion, your vision and love move mountains!

In fact, yesterday we met again because of you old and new friends, with Nanna and your loved ones. Yes, we laugh, we cry and we toast to you.

Cannes won’t be the same without you, but our family will continue to meet there every year to celebrate our friendship, discuss ideas and hack the industry, over a glass of Rose.

To Per Pedersen
❤️

It’s taken me some time to collect my thoughts as the heartbreaking news about Per left me speachless. Per was an inspiration.. a leader and someone I truly looked up to..

I first crossed paths with Per when he was spearheading global creativity at Grey Group and I was contracting with their Dubai and Singapore offices.. Later-on he hired me at by The Network for an exciting sprint project.. and since then became a mentor to me.

Reading all the heartwarming messages on LinkedIn the past week makes it clear what a huge impact Per made on the global industry. Not only due to his relentless quest for creativity or drive to flip the industry on its head.. but most of all because of the kind, warm and supportive person he was.

Per was one of those people who believe in you more than you believe in yourself.. he just cared more than most.. cared about creativity.. about the industry.. but most of all cared about people.. He pushed you to reach higher and to always bring your best.. Literally… in fact, he once sent me the below email a few days before I started a new job;

“Bring your best or don’t bring anything at all”

Per always brought the best to the table.. And made everyone around him do the same.. He will be missed tremendously.

My wholehearted condolences to Nanna, the children, and his closest ❤️

Per Pedersen , June 2022 , a minute after watching the final cut of “Kill Your Darlings” documentry which he birthed. Happy.
A project he pushed forward against all odds, for one main reason – his love for the creative and advertising industry and the purpose of reinventing it.
A manifest of the man you are my friend. You will always be.
In your honor.
R.I.P

Thank you, sir 🖤 RIP

Per Pedersen er død. Lad os ære hans minde.

Han var kompromisløs, målrettet og kontroversiel. Han var ærlig og ægte. Han er et forbillede.

Og uanset hvor Per befandt sig i verden, svarede han altid ‘ja’, når vi bad ham om at undervise på Reklamelinjen. Han var modig og passioneret i hans tilgang til kreativitet og det inspirerede vores studerende dybt. De elskede ham og lærte så utrolig meget af ham. Det gjorde vi alle.

Nu på torsdag havde vi glædet os til ham se ham igen, da han skulle have været forbi og undervise. Og det er rystende sørgeligt, at han ikke skal det nogensinde igen.

Mange har fulgt med i Pers karriere, og nogle har endda været så heldige at arbejde sammen med ham. Men da flere af jer, som følger os her på LinkedIn, er nye i branchen, kender I måske ikke Per så godt. Men det er vigtigt, at I kender Per og hans arbejde. For den kreativitet han var med til at skabe gjorde en reel forskel. Og det vil vi altid huske, ære og takke ham for.

Vi sender vores varmeste tanker til hans nærmeste.

Må du hvile i fred, Per ❤️

The world just lost a great one in Per Pederson, formerly the Global Creative Chairman of Grey and founder of independent Agency network, By the Network. During our chat on his IOFA episode a while back(but released today), Per talked about growing up in Denmark, some of his career highs, lows and lessons he learned on the way to becoming one of best Creative leaders in the world.

I knew Per. He was always smiling, he always said what was on his mind, he had infectious enthusiasm and it was clear how much he loved his family.

On this episode you’ll get a sense of what an amazing leader and human being Per was. He will be truly missed by so many in the ad world and so many people outside of it.

Per on IOFA: https://lnkd.in/gAraTPcY

This past Friday I realized how lucky I am and how much my life has changed since meeting Per Pedersen. It hit me harder than expected, and I enjoyed reading everyone’s stories. So here goes mine.

I have a core memory that was the turning point in my life and I realized it on Friday. On the second floor of La Pizza Cresi, Per told us we won a Bronze Lion for a film that hadn’t been planned, that barely got made, and that almost didn’t get seen. But from day one of working with him, he inspired greatness and perseverance which was at the core of how we made it possible. At the time, I brushed off it, but getting myself to Cannes, winning that Lion, and all the hard work that it took was what I learned from Per — it changed my life dramatically. So the tears that came gushing out of my eyes when I learned of his passing naturally were dramatic as well.

Maybe because of this core memory, because it was our first time back since the pandemic, because I ultimately met Giancarlo through knowing Per, and mostly because I finally believed in myself, Per was at the top of my list of people to see at Cannes.

I am so lucky I bumped into him at lunch with his wife. I listened to him talk about himself (of course) for 20 min but I loved it, that’s what I wanted to see, him thriving, inspiring even more greatness wherever he went. He was launching his film and preparing for a talk with my new mentor, Karin. I found him on the first day and made him take a selfie.

I’m not crying because I’m sad, it is sad, I’m crying because I am one of the lucky ones to have known him. Rest in peace, Per.

Kære Per Pedersen,
Jeg nåede ikke at fange dig, men du var en af mine helte.
Du rykkede os, gav os lektier for og inspirerede os. Tak

Jeg har nærmest et halvt bibliotek af noter med dine mange citater – one linies der altid ramte én.

Jeg har tilladt mig at dele et af mine yndlings citater fra dig.
Jeg synes det er smukt og samtidigt rigtigt.

Vi har mistet en af de største alt for tidligt.

Lad os til evig tid lege og bygge med kreativiteten ligesom Per gjorde. Det er vejen frem.

RIP

I thought I would take some time to absorb this devastating shock before I pay tribute to this great man. Unfortunately it doesn’t feel any better, the heart still aches and I still wonder. And I do realize now he is so big on me it will take sometime. Can not stop thinking of Per’s family and pray god to give them the strength and patience. Per left a great impact on me not by his work, but with who he is, his thinking and kindness. Couple of years ago I was very late to make a hotel booking for Cannes Lions, so I ended up staying in a hotel very far away, and by coincidence I found out that Per stays in the same hotel I stayed in, I did not know Per back then, and for those who don’t know me am a very shy person or you can call me a major introvert, I didn’t have the courage to go say hi and I really wanted to for he is a big inspiration for me, all I could do is follow him and walk behind him in his shadow for 30 mins till we got to the Palais. And I never could talk to him. This is how much I liked Per. He never knew.

Until March 2020, I got a call from unknown number, I answered and it was “Hey brother …” it was Per talking to me to join BTN, and I was like you don’t ask me you just tell me what I must do and am all in. I was beyond humbled. When Per says “Hey Brother ..” He genuinely means it. Every time. When I talk to Per he always make me feel as if I am the big guy and in reality I am no where near him – he is the giant. But this is how humble and kind he was, this is how considerate he was. He did it all with grace and elegance. His passion and love for ideas and creativity is contagious. Still so much up to fighting the big fight for big ideas and whatever it takes.

It hurts, it really does to loose Per just like that, but that’s what it is, you can not take any day for granted. Some people I heard saying “hey look at that, now he can not take any of that work and awards with him, it it is all as if it did not happen…etc” as if this is the moral of the story . well!!! None of these people showing their love to Per is because of the work ! Of course not, Per’s legacy is the relationships he built with his passion, kindness, commitment and love. We might not remember the work at some point but we will always remember this pure love to creativity and ideas. The passion, jealousy and love that fueled the fire within. And this lives on, per will always be present in our thoughts and heart. God bless your soul Per. Our deepest condolences to Nana and your entire family and beloved ones. Per, BROTHER, I love you. Hugs. Keep smiling.

Per was a giant.

His advice, thinking, creativity and even jokes always left a big impact on everything he touched.

We started Untangld about the same time as he started by The Network.

And as we chatted about starting our own things and drawing inspiration from each other, we quickly realised it would be so much more fun if we did it together.

Us against the machine.

Like so many of the stories we’ve heard since the sad news of Per’s passing, he championed us, even before we thought we probably deserved it.

He shared his undeniable energy, his reputation and his vision with us, and we were 1000 times better for it.

He made us part of the family, and there wasn’t a week that went by that he didn’t try and convince us to move to Copenhagen.

Per’s superpower was to bring people together, push us to the front and make us believe we could do it all.

We’ll miss you brother. All the hugs. RIP Per 💔

Per was a force of nature.

I met him nearly ten years ago in Thailand. Another agency conference where we were all a bit hungover and tired of network execs talking about growth.

Per jumped up on stage and the energy in the room changed. I saw him write his presentation just a few minutes before, as he watched the crowd doze off. No way he was going to add to the snooze-fest.

He made people sit up. Pay attention. He was all about the work and he inspired that in everybody he came in contact with. I will always remember that.

Years later, we would start Untangld and By the Network at the same time. And as we chatted about our new ventures, we realised it would be more fun to part of the same thing. So he invited us to be part of the By The Network family. He saw in us something bigger and bolder before we saw it. That was his way.

He saw the potential in things others didn’t. He pushed people to the front. He championed talent. He brought crazy, talented people together. To go for bigger. He embraced the chaos with a smile, and we were better for it.

I’m so honoured to have spent the last few years working with him again. He was a rare kind of person.

I’ll miss you brother. All the hugs. RIP Per. 💔

We became part of the family by The Network last June in Cannes, and since then only good things have been coming to us. Till this sadly moment where do we have to say goodby, goodby to a dreamer and a high talented creative as Per Pedersen, we will continue your path my friend.

Our heartfelt condolences,

RIP

#PerPedersen #bTN #ByTheNetwork #chile #creative #advertising

by The Network Per Pedersen Jack Smail Andrea Stillacci Cesar Agost Carreño Morten Ingemann Jens Mortier Carolina Ribeiro de Sousa Pinheiro Inbrax Berlin School of Creative Leadership Cristián Chavez Advertising Week Creativepool AdForum Adlatina Bulb! Marketing Magazine LatinSpots Roastbrief Editorial Dossier

Per Pedersen was one of a kind.
The photo on the left is from Cannes, 2019, during a Grey Group get together.
I was so happy to finally meet him in person. I called him Mr.Good Life, in reference to his Instagram handler (pergoodlife). Then I thanked him for all his support.
Not only at that time when both of us were at Grey. But from before.
You see, Per was so passionate about ideas that he used to give feedback to random people (like me) when asked. Always kind, always sharp. And then he remembers about you and your work several years later.
Great mind. Even greater heart.
The image on the right shows the last time I asked him for his wisdom. And, again, he was supportive and kind.
For him, it didn’t matter if you were in the same agency or network as him. He just shared his love for true creativity.
My time at GREY BRASIL was incredible due to several people. He was one of them. Never saw a leader so high in the chain that was so close to the smallest details of the work. That cared so much.
Imagine you’re an art director (me) and then your CCO (Adriano Matos) comes to you saying his big boss (Per), the global creative chairman, liked your idea but had some suggestions (that actually make sense).
That was Per.
A gentle giant. A true legend. ❤️🌟🙌🏻

PER.

I never met Per Pedersen. But like so many, I knew him. He seemed to be everywhere all at once. I was in Paris at De Gaulle years ago and saw him rushing by. Per, always on the fly. What has struck me so hard, in addition to his sudden death, has been his incredible reach. He touched so many in so many places. Not just in casual ways but profound ones. What a legacy he leaves. To live and lead the way he did is something I could only wish to leave once I am gone. To you Per and all that you touched. LEAD. CHAMPION. HUG. SMILE. Peace.

Still in a shock that you’re gone at 58! The whole creative community will surely miss you Per Pedersen.Never worked with you but those small moments when we judge together in different parts of the world- where i always learn nuggets of wisdom from you will forever be unforgettable. #RIPLegend

I have faith that every person we encounter in life serves a purpose, shaping and helping us grow into the best version of ourselves.

Considering my odds, I feel myself truly blessed to spend some time hanging out with you. You were a fantastic man with a magnetic personality who had drawn some of the world’s most creative talents into your orbit.

You were a constant inspiration, a creative North Star. Even thinking of mediocre ideas was the last thing we wanted to do when talking to you.

Thank you for everything!
It was a privilege and a pleasure.
You will be always remembered.
Bear hugs!

In the wake of the passing of Per Pedersen, former Global Creative Chairman at Grey Group, Worldwide CCO Javier Campopiano took a moment to reflect with Grey’s creative community on Per’s life, achievements, and impact on our network and the industry. Our thoughts are with Per’s family and many friends around the world as we celebrate the legacy of one of Grey’s greatest creative leaders.

“We have just learned the really sad news of Per Pedersen’s passing.

Per spent 30 years at Grey until 2020 and served as Global Creative Chairman for the last three years of his tenure. Even though we had known and respected each other for years, I didn’t get to share any working time with Per as he left Grey only months after I joined. It was a shame for both of us, as we had imagined ourselves working together many, many times.

But I do clearly remember some years back in Cannes, witnessing a celebration that was taking place in the very front door of the Martinez.

There was the typical exaggerated Lions worshipping we all do when we win, but there was also something else: it felt like—whatever the amount of accolades Grey had won that year—the sense of belonging, connection, and friendship those people shared was beyond any result. You could feel the camaraderie, the joy, and also the lightness that comes from understanding that our job is a serious one, but there should always be room for fun and laughs.

When I would casually bump into some of my friends from Grey, I could feel in their reverence and words that that spirit was coming from one place: Per’s heart and soul. It made sense.

As I said before, we had always entertained the chance of working together. And even in those casual conversations, I could feel how he was capable of transmitting the irrational love for our industry that only true creatives have.

In some capacity, this is what we’re trying to build every day, not just for the creative community but for the whole network: a connection based on our passion for what we do and the people who create it.

I always feel that we are too quick to move on in our industry. We live for the trend of the day, so it is somewhat logical that we tend to turn pages fast.

But let’s please take a moment to celebrate Per’s life and achievements, and his impact on Grey. Many of those who were celebrating in Cannes that year are still part of the Grey family. I am sure they will love to share their thoughts and stories and also feel the love and respect from all of us for a very special creative leader.”

It is celebration time in heaven. It found the happiest, and the most brave creative person it could have asked for.
Per, you will remain the soul of the brotherhood that you have created with people from around the world.
Now go and make heaven happy. Ok?

6 months into our independent journey, you embraced us, made us one of the first few founding partners for byThe Network. You made us realise what freedom is. What camaraderie is. And what it feels like to stand up for true creativity.
Since then, we spoke/met almost every week in the last two years. Every single interaction with you was so inspiring that it never occurred to us that all our meetings were happening at 2am in the morning.
Your infectious smile will never leave us and will keep checking for your messages post midnight. Ok?

Our deepest condolences to Nanna and the kids, and we promise them to keep you alive in all of us.

I got to know the guy only for a brief period of time — but what a brilliant mind, warmth and energy.

I will never forget our late WhatsApp chats elevating ideas with ease.

rip, legend. 💔

I got a message today from yet another great creative I’ve been lucky to know thanks to Per.

They simply said ‘Very sad to hear the news about Per, I know you did alot together and he was a great champion of yours..’

Sometimes it’s the things that people do for you when you are not in the room that matter the most.

He was uncompromising, I was terrified of him at the beginning. But he backed us, not sure I ever deserved it, but he did. He brought groups of opposites together, saw sparks and fanned us all into something a lot better than before.

This picture, one of countless councils in a bizarre location, very late, very loud and suitably blurry in every way.

Besides the work, the friendships made because of this special Viking will be what I cherish the most.

Countless creatives who are now lifelong friends, doing much better things than they ever would have without him.

That’s a hell of a legacy, I’ll be forever thankful my friend ❤️

“No one will remember the creatives with two ideas in testing”
–Per Pedersen

We lost a true legend. Too soon. Way too soon. The man who initiated „Kill Your Darlings“, the man who made the film possible. A man who changed advertising, a man who changed the perspectives of many, a man who changed me.

I will miss you dearly Per. It feels like yesterday, the moment you hugged me and whispered: „Anouk, this is just the beginning. I’m so happy you got this opportunity to show the world who you are.“

You always believed in all of us. You believed in the power of creativity.

Rest in peace dear friend. I hope that death is nothing but your next great adventure.

https://www.lbbonline.com/news/per-pedersen-by-the-network-founder-and-former-grey-worldwide-creative-chairman-dies-at-58

I går fikk jeg den triste beskjeden om at Per P hadde forlatt oss etter kort tids sykdom. Jeg er nærmest tom for ord. Få personer har hatt en så enorm innvirkning på livet mitt. Jeg hadde aldri vært der jeg er idag uten hans hjelp. Når jeg jobbet i Uncle Grey Oslo var han min mentor. Han lærte meg å elske ideer, være kompromissløs og ikke gi seg før alt var 100%. Per var en av de mest inspirerende personene jeg noen gang har møtt. Alltid lidenskapelige opptatt av kreativitet og han kunne spotte en god idé på 1000 m avstand. Det gjorde Per til en av de aller beste kreatører verden har hatt. Han har oppnådd alt som er mulig å oppnå i vår bransje, og han gjorde det gjennom å være et genuint godt og varmt menneske. Hvil i fred min venn. Du vil bli dypt savnet. Varme tanker til Nanna og barna ❤️

Couldn’t find a better picture to honour this amazing guy! This was taken in his homeland… but the truth is that he was a truly borderless mind connecting everyone in such an evolving way. Thanks for the inspiring moments and advises, mostly sharing a Carlsberg or just good vibes! See you somewhere at some point .. you will be missed Per Pedersen !

“Let’s cook with gasoline.” That’s what Per told me when I met him back in 2013. WPP had asked Ogilvy Rio to help Grey NY on a global pitch he led. Per was extremely kind, inspiring, and passionate about the work. He helped turn a grey network into one of the hottest and put the industry on fire with some of the best work of the last decade.
I will miss our chats in Cannes and the D&AD, your laugh, and your kisses on my bald head. Wherever you’re, I’m sure you have a box of matches in your pocket. Hasta siempre, amigo.

I am deeply saddened to hear the passing of Per Pedersen. You were always kind to me and encouraging in every conversation we had. My thoughts and condolences. May you rest in peace.

You know my parents called you “the Dane”? I don’t think I ever told you. “How’s the Dane?” “Have you spoken to the Dane lately?” “What’s the Dane up to these days?” My parents knew. They knew the impact you had on my career, on my life— and for that, they loved you.

The first time I ever met you I was blinded by your slick presentations and the provocative slides full of sharp, crisp, foul language. You could own any room, from Lima to Cannes — and you knew it. You were cocky. You were freaking brilliant.

With the years I slowly earned your respect (I think?) and was gradually let into Per Kingdom, a place where the likes of Diego Medvedocky and Fran Luckin lived. There I got to work with you—literally side by side like in this picture taken at 200 5th Ave—and observe you. How you reacted to work, how you weaponized your Danish sense of humor in meetings, the swiftness and efficiency with which you neutralized mediocre ideas, and the passion and sheer intelligence with which you went after the “chosen ones” were all pivotal lessons of my ‘formative years.’

However, not everyone got you. Not everyone got your radical integrity, your total lack of patience for empty language and network politics. And that was fine. Because you thrived in bad meetings, the kind of meetings where good ideas are supposed to go to die. That’s where the Viking emerged. For only two things counted for you: good ideas and good people. Any threat to any of the two was obliterated in a ball of fire.

“It’s wrong but I like it.” Of all your quotes — “Most of the work we produce makes me sick,” “Kill fast,” “¿Are we still talking about this idea?” — this one defines you. You embraced contradiction, the absurd, the weird — the strange case study video from the Mumbai office or the WTF idea from the Medellín team. You were fascinated by diversity and chased it around the world through the Global Creative Council. That was your Sixteen Chapel, your tool to unearth hidden talent in far-flung offices, to find what you called “the nuggets” — those rough but brilliant ideas with the potential to become legendary. You didn’t care if they didn’t come from the New York or the London flagships. You kind of preferred they didn’t.

In an age when everybody talks about “the importance of culture,” you were culture. You were the glue that united some of the best creative minds in the world to make some of the best work this industry has ever seen. You obtained allegiance through love, not emails or “town halls.” Yes, love. You played the cynical Dane, but you couldn’t fool us. With you, work and love were and will be forever intertwined.

I’m writing you from your dear Copenhagen. I flew in to say goodbye, but it looks like I got here a day too late. It’s okay, man. I know Nanna told you that Carles Puig and I were on the way. “The Spanish Armada,” you liked to call us. She said you smiled and nodded ever so slightly. I am content.

See you soon, brother.

-e

Some people make you better. Once. Some people do it every time. This is Per. The rare breed.

Per had such a huge footprint in our industry. So many creatives can trace a line of bravery and excellence in their career directly to him.

I was lucky for a few years that I had his mentorship and support, as a leader, and in later years, as a friend. He made me better. He also made me believe in this silly industry we all somehow torture ourselves for.

He was never easy going about cowardice. He was no friend to cynicism. He did not support retreat. But he never powered forward with anything less than exhuberant joy.

It feels somehow empty the last few days. I wish, like many, I could have told him how much he mattered.

“We build ice hotels” he was once advised us.

You melted too soon, chief.

Rest in peace, you will be missed.

This is how it was. This is what he did. Brought us together for a few days and connected us forever. Pushed us to the front. Made us believe it could all be better. Improved the work, improved us all. The loud laughter, the terrible singing, the vehement dislike of Coldplay instrumentals and the banning of sad pianos. I miss it all. We’ll all miss you brother. RIP Per💔

I met Per in person for the first time when we met to talk about a dream: Creating a Global Network of Independent Agencies. I was immediately struck by his warmth, his way of listening, his way of wanting to push you to come up with ideas, his sense of humor, his simplicity, and his brilliance when it came to talking about the future of our industry. From that dinner on, I felt we were family and that at the helm of that family, which today is called By The Network, sat an icon of the advertising world, who on top of it all was an extraordinary human being. I want to take this time to celebrate Per’s life, and the number of people that he inspired throughout his career. But most of all to remember him as an amazing father and husband, to Nanna. This icon of the advertising world, now becomes a legend.
We will miss you Per, RIP.

Goodbye, my friend. 🖤

It’s been an honour.

Thanks for your friendship and inspiration.

Rest in peace, Per.

Now, it’s a cold and it’s a broken Halleluja.

Sincere condolences to Nanna and the family.

Grey Group legend Per Pedersen has died aged 58. We remember his creative legacy.

https://www.thedrum.com/news/2023/01/06/grey-legend-pedersen-dies-aged-58-remembering-his-creative-legacy

The first piece of advice Per gave me was “Curt, don’t be like me”.

He knew he was a misfit in a world built by bankers, filled with maroon cubicles and fluorescent tube lights. He was forced to wear the “grown-up” hat, but conveniently forgot it at hotel buffets before his presentations because he chose truths over reputation, like children do. So, I followed his advice, not because I wanted to but because it takes a Viking’s courage to stand ground outside the cubicle fortress.

Today I knock down one of those dull water dispensers in your name.

A desperate effort to be a little more like you.

The world has lost another legend. 💔 I got to know Per a year ago through a project that we worked on together. Him and his wife, Nanna Munch Walter, ended up being an extended work-family and we’ve shared up’s and downs both in life and in work. It’s incredible how much can happen in just a year and I’m amazed how strong an impression a person can leave you with in such a short time. Per made us all better at what we do. His contribution to the advertising industry is appreciated and honored all over the world.

I will truly miss Per. RIP my friend and my mentor.

You have been pursuing ideas that made an impact for your entire life. It was your passion and your obsession. And whenever you’d hear one, you’d smirk, you’d shrug your shoulders and proudly nod. And after an extra second, you’d eventually raise your upper lip and do that strange sound with your mouth: “tzzz!” As to say “et voilà”, “there you go!“ or “you got it!”.

Hearing that “tzzz!” felt like a victory already. It gave us the strength and trust to keep chasing our idea and our dreams. Making an impact didn’t seem that impossible anymore.

Well, my dear Per, allow me to be the one that does it today.
Look at me… tzzz! You did it, Per. Monumentally, this time.
Your big idea has been how you have lived your life. And how you have lived your life changed and inspired how we live ours.

You have been chasing impacts your entire life. Little did you know that your own life itself would be your greatest impact of all.

We’ll miss you, Per.
But I am still sure you’ll find a way to “tzzz” me here and there somehow. Who knows what you are already up to, up there…

Ciao Per 💔

You can share 1000 photos of Per and he will always be smiling.
Because Per was a person who radiated happiness around him.
And that happiness was contagious.
For Nanna, for Storm, for Flora and for all of us who had the privilege of working with him.
I think that Per’s happiness made him the legend he is today.
I know few people who have had the level of Happiness that Per felt and experienced with Advertising.
We are going to miss the friend, the mentor, the partner and that immensely happy smile.
Rest in peace, amigo.