Meet the 2025 Media Minds: EssenceMediacom
As the quarter-final stage of the 2025 Media Mind tournament approaches, The Media Leader is shining a spotlight on some of the brightest quiz contenders.
These are industry experts whose sharp knowledge has propelled their agencies to the knockout rounds.
In this feature, meet Peter Lowry, global partnerships director at EssenceMediacom. Lowry has played an important role in his team reaching this point in the competition. But what makes him tick?
EssenceMediacom will go head to head against Bicycle today (Thursday).
Peter Lowry, global partnerships director, EssenceMediacom
How did you get into the advertising industry?
I’d never met anyone in advertising and so searched Linkedin for Dundee University mates that worked for “international marketing companies” to see where to apply.
What is your favourite medium and why?
TV. In year one, my brother and I would invent our own TV channels and programme schedules. I like to think that “XTV” inspired the name ITVX.
What’s your favourite ad campaign?
The “Catch a Million” campaign by New Zealand beer brand Tui.
Biggest change in the media industry in the next five years?
A growth in co-branded campaigns and an increase in cross-media and cross-platform initiatives. I believe the former is necessary to maintain individuality amid creative automation and, for the latter, this could go a long way to combating fragmentation and attribution challenges.
You want to impress a new client. What restaurant do you take them to?
Tanakatsu for Brits and Ye Olde Cheshire Cheese for non-Brits.
What is your favourite fashion brand and why?
Idioma. As well as liking the clothes, “Idioma” means language. A bonus for an avid language-learner like myself.
What is your favourite film and why?
Society of the Snow — a story that is particularly staggering if, like me, you avoid Googling the rough plot beforehand.
What are you listening to, watching or reading at the moment?
The Sports Gene — a book that does a great job of explaining the interplay between genetics, training and athletic ability. Although, unfortunately, my sporting inabilities remain a mystery…
Favourite local café or bar?
Mc & Sons in Southwark, London.
Finally, what has been your personal highlight of Media Mind to date?
On occasion, it has been comical to witness my entire team tackle a question with wildly contrasting and often unexpected approaches. And if someone’s bizarre logic results in a successful answer, then it makes for a very surprised yet satisfied team.
Want to see who else has made it this far? Check out the full line-up here
And if you think your team has what it takes, make sure you secure one of the limited places for Media Mind 2026 by contacting [email protected]