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New CMO to forge one-brand approach at A&K/Crystal Cruises parent company

Peter Chipchase brings more than 20 years of experience, most recently as CMO at Stella McCartney
A&K Travel Group, the owner of Abercrombie & Kent and Crystal Cruises, appointed Peter Chipchase from Stella McCartney as chief marketing officer.

He was brought in to create a one-brand approach, build a best-in-class marketing, communications and creative team, and refine and relaunch all parts of the marketing, communications and creative approach.

Track record with high-end brands

'Peter's track record with leading high-end brands, international experience and excitement about our future makes him a perfect fit for us,' said Cristina Levis, CEO, A&K Travel Group. 'He is a proven leader with the vision to expand on the success built over the past 60 years and take us into our next phase of growth and innovation.'

Chipchase has more than 20 years' experience in marketing, brand creative, digital and communications, most recently as CMO of fashion house Stella McCartney and nearly eight years at the Soho House Group.

At Stella McCartney he spearheaded a new brand platform in a creative and content approach combining the digital and the physical. He relaunched digital channels and zeroed in on sustainable innovation as a key communications pillar. He also launched the brand's skincare line, Stella.

Soho House

At Soho House, Chipchase was chief strategy and communications officer, growing the brand into a luxury lifestyle powerhouse. He transformed positioning from a hospitality brand into an international membership community of creatives, with a focus on digital and physical spaces. He launched Soho House's social media channels, relaunched the website and Soho House app and opened new properties, from Soho Farmhouse to Malibu Beach House, plus Soho Works, the Ned and Soho Home.

Award-winning campaigns

Earlier in his career, he held several senior-level agency roles, working with a portfolio of brands such as Absolut Vodka, Adidas, PlayStation, Microsoft and Mont Blanc. Several campaigns were nominated for or won marketing, PR Week, PRCA, CIPR and Sabre awards. For two years running, Chipchase was named the No. 1 luxury communication professional by PR Week's annual Global Power Book.

'Becoming CMO at A&K Travel Group is exactly the sort of challenge I love to be part of, creating a vision of the future influenced by a brand's heritage. The ambition is huge and being a key part of helping to bring that to life was too good an opportunity to miss,' Chipchase said.

He will be based at A&K's head office in London.