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Ar­gentina-born Peon started his ca­reer as a film di­rec­tor be­fore mov­ing into dig­i­tal ad­ver­tis­ing. He ran the cre­ative de­part­ments at Pos­si­ble in the US and the UK be­fore join­ing J Wal­ter Thomp­son Lon­don in Fe­bru­ary 2016. He re­placed Rus­sell Ram­sey as ex­ec­u­tive cre­ative di­rec­tor in Jan­uary.

Among his most no­table work are the Canneswin­ning “Grav­ity Light”, a part­ner­ship with Shell and The Grav­ity­light Foun­da­tion, and “Breathe for life” for Vicks and Save the Chil­dren.

Peon wants JWT to be­come one of the most am­bi­tious agen­cies in ad­land. “I want us to cre­ate work that makes the news, that touches peo­ple and cre­ates cul­ture,” he says. “I want JWT to be­come the most ex­cit­ing place for any cre­ative to work.”

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