Content from our thought leader

Britt Peterson Fero

Principal, PB&

With a passion for growth, innovation and human insight, Britt has built her career helping a wide range of recognized brands re-energize their businesses all around the world, including United Airlines, Islands of the Bahamas, HP, the International Olympic Committee, Capella University, American Girl and Aflac among others.  More close to home, Britt has partnered with Visit Seattle to build and share the story of this great city — a business she is passionate about.  

Prior to founding her own business, Britt was the Chief Strategy & Media Officer at Publicis Seattle where she drove the agency’s overall strategy and led the charge in unlocking clients’ business potential.  With her leadership, the agency experienced double-digit growth, started a media offering and launched a ‘story incubator’ for start-ups.  Prior to Publicis, Britt was a Partner at Cole & Weber United where she drove the vision, development and day-to-day operations of the business and held different roles at Publicis as the director of development and innovation.  

Britt spent the majority of her career at Fallon in both Minneapolis and New York, a place where she learned the importance and power of culture, curiosity, compassion and creativity.

Over her career, Britt has driven two award-winning consumer research studies around the sociability of brands (Project Butterfly) and how consumers shop convenience stores (Project See Store) as well as having been a contributor and speaker for Forbes, Fast Company, MediaPost, NXNW and the DMA. Her efforts have contributed to honors from Communications Arts, the OneShow and Cannes and have been featured in the books Juicing the Orange, Brand Apart and ‘Your Ad Here.’

Today Britt runs PB& — a strategically driven SWAT team that uses creativity to solve problems, unlock business potential and add value to people’s lives.

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How brands can take advantage of new holiday shopping habits

On a mission to embrace holiday spirit, some of our behaviors may look different. That’s an opportunity for brands and consumers alike.

Credit: Wesley Tingey

Approaching planning like a GPS

Why marketers need to ditch the annual planning cycle.

Credit: Dave Akshar

Go big by thinking small

Unleashing the power of small.

Part 2: Is it time to unbundle strategy and creative?

Strategy must drive execution every step of the way, not be siphoned off, says Britt Fero, EVP, chief strategy and media officer of Publicis Seattle


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