Piers Schmidt, 42, is an international brand consultant and entrepreneur.
Piers graduated from Cambridge University in 1990 and began his marketing career at Charles Barker, the world's largest Public Relations agency. In 1993 Piers became a brand consultant at Newell and Sorrell and, between 1996-1998, served as a Group Director and Main Board Director. On the firm's merger with Interbrand in 1997, Piers was appointed Head of Strategy. During his time at Interbrand Newell and Sorrell, Piers led the UK corporate identity practice and was responsible for some of the firm's largest clients including Barclays Bank, British Airways, Deutsche BA and Air Liberté.
For British Airways, Piers created a strategy for the remodelling of Terminal 7 at JFK International Airport, the brand positioning for the low cost, no frills operation that became known as 'go', the 'oneworld' brand name for the global airline alliance formed by British Airways and American Airlines as well as the strategy behind the airline's controversial corporate identity redesign of 1995.
In 1998, Piers co-founded The Fourth Room, a pioneering, research and brand consulting firm that quickly attracted an enviable client list including Coca-Cola, General Motors, Kraft, Mars, Mishcon de Reya, MFI plc, Nokia, Orange, RHM, Sainsbury's, Scottish Power, Quintessentially Ltd and Sun International. The Fourth Room was sold to US Interactive in 2002.
In September 2003, Piers joined Kerzner International on an interim basis as Strategic Marketing Director for One&Only Resorts, the new brand that he had created as a collective for Kerzner International's collection of über-luxury resorts. Piers masterminded the $16m launch and rollout of One&Only including the appointment of M&C Saatchi to the company's prestigious advertising account.
Piers graduated from Cambridge University in 1990 and began his marketing career at Charles Barker, the world's largest Public Relations agency. In 1993 Piers became a brand consultant at Newell and Sorrell and, between 1996-1998, served as a Group Director and Main Board Director. On the firm's merger with Interbrand in 1997, Piers was appointed Head of Strategy. During his time at Interbrand Newell and Sorrell, Piers led the UK corporate identity practice and was responsible for some of the firm's largest clients including Barclays Bank, British Airways, Deutsche BA and Air Liberté.
For British Airways, Piers created a strategy for the remodelling of Terminal 7 at JFK International Airport, the brand positioning for the low cost, no frills operation that became known as 'go', the 'oneworld' brand name for the global airline alliance formed by British Airways and American Airlines as well as the strategy behind the airline's controversial corporate identity redesign of 1995.
In 1998, Piers co-founded The Fourth Room, a pioneering, research and brand consulting firm that quickly attracted an enviable client list including Coca-Cola, General Motors, Kraft, Mars, Mishcon de Reya, MFI plc, Nokia, Orange, RHM, Sainsbury's, Scottish Power, Quintessentially Ltd and Sun International. The Fourth Room was sold to US Interactive in 2002.
In September 2003, Piers joined Kerzner International on an interim basis as Strategic Marketing Director for One&Only Resorts, the new brand that he had created as a collective for Kerzner International's collection of über-luxury resorts. Piers masterminded the $16m launch and rollout of One&Only including the appointment of M&C Saatchi to the company's prestigious advertising account.
In May 2006, Piers designed, facilitated and produced a three-day conference in Mexico for the General Managers and management team of One&Only Resorts.
Between 2005 and 2007, Piers Schmidt consulted independently as Luxury Branding, focusing on premium brands in the travel, tourism and hospitality industries. In March 2005, he was appointed to help Dorchester Group Hotels to develop a group brand under which to market the Brunei Investment Agency's five iconic hotels in the USA and continental Europe. In 2005-6, Piers also worked closely with the CEO of Armani Hotels &Resorts, a subsidiary of Dubai-based Emaar Properties, to translate the Armani brand into the hospitality business. Piers facilitated development of the core hardware and software specifications, development presentations, as well as delivering a corporate identity and communications platform for the new hospitality brand.
In 2008 Piers expanded the Luxury Branding organisation by opening a new office in Cape Town and in 2009 he founded and became Chairman of the Southern Africa Luxury Association (SALA), which provides a forum and platform for both international and local luxury enterprises within the region.
Piers Schmidt is a writer and speaker on brand and marketing issues, making frequent appearances in print and broadcast media as well as on conference platforms around the world.
Between 2005 and 2007, Piers Schmidt consulted independently as Luxury Branding, focusing on premium brands in the travel, tourism and hospitality industries. In March 2005, he was appointed to help Dorchester Group Hotels to develop a group brand under which to market the Brunei Investment Agency's five iconic hotels in the USA and continental Europe. In 2005-6, Piers also worked closely with the CEO of Armani Hotels &Resorts, a subsidiary of Dubai-based Emaar Properties, to translate the Armani brand into the hospitality business. Piers facilitated development of the core hardware and software specifications, development presentations, as well as delivering a corporate identity and communications platform for the new hospitality brand.
In 2008 Piers expanded the Luxury Branding organisation by opening a new office in Cape Town and in 2009 he founded and became Chairman of the Southern Africa Luxury Association (SALA), which provides a forum and platform for both international and local luxury enterprises within the region.
Piers Schmidt is a writer and speaker on brand and marketing issues, making frequent appearances in print and broadcast media as well as on conference platforms around the world.