Grey New York: A creative renaissance in the making

Peter Alsante, the creative whose work on Sandy Hook Promise is famous worldwide, has joined Grey New York as executive creative director. He is one of seven new top level creatives to join the agency recently.

Alsante arrives at Grey with a treasure trove of experience, having led creative for blue-chip brands such as AT&T, FedEx, Snickers, Mountain Dew, Foot Locker and Thinx. Recently, he co-led the Home Depot pitch resulting in one of the agency’s biggest new business wins.

“We’re thrilled to welcome Peter to the creative leadership team at Grey New York after 16 years at BBDO. He joins us having made some of the industry’s most awarded work in recent times, and we’re excited for what he’ll do in his next 16 years with us,” stated Grey New York chief creative officer, Justine Armour. “We’ve welcomed an enviable line-up of leadership talent in the past few months. I could not be more excited for what’s happening at Grey New York right now.”

Alsante led the Sandy Hook Promise creative team that produced the film, Evan. The effort won 10 Cannes Lions and helped propel BBDO NY to Agency of the Year at Cannes. He also created the award-winning Pedestal Project for the Color of Change, the largest online racial justice organisation.

He has won every major industry award including The One Show, Cannes Lions, Clio, D&AD and the Emmy for Outstanding Commercial. THE DRUM named Alsante one of the world’s Top 15 Creative Directors.

Alsante is part of a substantial creative influx at Grey New York. The agency has invested in growth, recruiting a collection world-class talent in 2021, sharpening its competitive edge despite the pandemic. Key new hires include: