TV: Man with the brand

Mentor in corporate TV challenge The Firm, Peter Pek talks to AREF OMAR about making the grade

WHEN it comes to branding in Malaysia, Peter Pek is the man. As chief executive officer of Brand Mercatus Malaysia, the sharp-looking brand strategist has the challenging task of managing over 60 brands.

But on TV, Ipoh-born Pek is one of two mentors handing out challenging projects to contestants in the local corporate reality TV series The Firm, which is currently on its second season.

This time, 14 contestants battle it out, with the goal of walking away with RM100,000 in hard-earned cash.

Those who don’t make the grade are given the boot, or in keeping with Pek’s catch-phrase on the show, “terminated”.

“Oh it’s never nice, even in real life, but in this case everyone knows there can only be one winner and it’s something that’s got to be done,” says Pek, in an interview in Bangsar.

“These contestants, or should I say ‘candidates,’ get thrown in the deep end and really need to perform and do a good job.

“So it’s quite fulfilling to see them learn and adapt very quickly,” says the 37-year-old millionaire, who in his words, was made in Malaysia, developed in Australia and cultured in England.

Pek studied at St Michael’s Institution before heading off to Sydney at the age of 13.

After completing his studies as a chartered designer in 1993, he spent a decade in Britain, working for a number of design, branding, advertising, publishing and public relation agencies in London.

Not everything was a bed of roses for Pek though, as he recalls the tough times of climbing up the ladder all by himself in the UK and some of the odd jobs he had to do to get by, including being a porter and a waiter.

“I once went around selling paintings in the UK which was a disaster. I’m really not a good salesman,” he says with a laugh.

“I never knew what I wanted to do with my life until I was in university, where I decided to do graphic design, after buying an Apple Mac and stumbling upon Photoshop.

“From there on I wanted to learn more and naturally developed a passion for design,” says Pek, who is one of the few chartered designers practicing in Southeast Asia.

Besides appearing on TV, Pek also has his own branding talk show, Brand Malaysia With Peter Pek, on Radio24.

The show began podcasting episodes on its website in March, making him one of the few CEOs in Asia and the first in Malaysia, to podcast.

Juggling many eggs in his golden basket, the brand guru just became busier as the newly installed president of the Gombak Rotary Club, who will serve till June next year.

“I’m dedicating this one year to focusing and spending more time on charity work,” says Pek.

One of the many projects that he is taking a particular interest in is an anti-mosquito education and netting project called Mozziesafe.

“The main aim of this international service project is to help reduce child mortality in very poor countries,” he says.

Pek makes an effort to hit

the gym.

“I live in TTDI so I go for walks in Kiara Park too. And I’ve taken up photography but other than that, I don’t really have time for much else,” says Pek, who swears by practicing good time management, working smart, being meticulous and making no assumptions, as keys to success.