Peter Breiling, CEO of Digital + Change at Wächter Worldwide Partners in Germany, is a marketing and brand expert with a strong focus on eCommerce, omnichannel-marketing, digital subscription business as well as content creation and brand communication.He is a creative specialist for effective and measureable ATL- & BTL communication with a deep experience in public relations and association work.

Since being elected to Worldwide Partners’ Next Gen Council in July 2024, Peter has leveraged his skills to help refine our Global Membership Program. In its second year, our Global Mentorship program now has more than 200 participants across 50 agencies in 20 countries. Peter works closely with mentors and mentees to ensure they are getting the most out of their relationship. 

We asked Peter ten questions to learn more about his background, the instant gratification that advertising can offer, and how working as a DJ and with electronic music has influenced his work in communications. 

WPI >> Where did you grow up and where do you live now?

Peter >> I grew up in Munich, Germany, and Tirol, Austria.

WPI >> Three words to describe your personality.

Peter >> honest, authentic, empathetic 

WPI >> How did you end up in the advertising industry?

Peter >> Sometimes I ask myself this same question. I like to build and implement strategies. Advertising gives you quick feedback on whether the strategy was the right one or not. On the other hand, working in advertising and marketing allows you to influence people or the customers of our customers positively and convince them of an idea, a product or sometimes even an attitude. 

WPI >> What excites you about the advertising industry? What pisses you off?

Peter >> Collaboration with totally different topics and customers and the freedom to work creatively and exchange ideas with other creative people. Sometimes being allowed to think about questions such as “how does this brand sound” gives me an incredible amount of pleasure and regularly makes me forget everything around me, at least that's what my partner says. Creative divas piss me off.

WPI >> What was your first job and what did it teach you?

Peter >> In the evening, I was DJing in a techno club in Munich. I was simply impressed by the flow and the influence music can have on people (without using a sync button). I still enjoy breaking down tones and sounds into their smallest components and using them to this day. 

WPI >> What is a book, movie, TV show or podcast that you find inspiring?

Peter >> Latest Movie: A Killer's Memory (it’s known as Knox Goes Away in some markets) TV Series: Yellowstone, Ozark, Paradise

WPI >> What is one of the favorite projects you have worked on at your agency?

Peter >> The relaunch of the global website of our customer REMA TIP TOP, a large, all-encompassing project for a completely new digital presence. 

WPI >> What do you hope to get from being part of the Next Gen Council? What do you hope to accomplish?

Peter >> Exchange, learn from each other, serve our customers better internationally and grow and laugh together on an international level, especially in the current very divisive times.

WPI >> What does independence mean to you?

Peter >> Freedom

WPI >> What would you be doing if you weren’t in advertising? 

Peter >> Mountain guide

This article is an installment in a series where Worldwide Partners speaks with members of our Next Gen Council. Check back for more interviews with our council members.