In May, Peter Schmidt Group opened its office in Milan, the economic and cultural hub of Northern Italy. Now the agency is announcing a high-profile addition to its team: experienced brand consultant and client management expert Cristina Balbo will take over as Director Consulting with immediate effect. Cristina has gained international experience in New York, Amsterdam, and Paris. She has worked for leading international agencies such as Turner Duckworth, Design Bridge & Partners, and boutique agency NiCE Ltd., collaborating with globally recognized brands including Coca-Cola, Heineken, P&G, Reckitt, Coty, Ferrero, and Hershey’s. 

 

Her core strength lies in leading complex brand transformation projects — turning systemic complexity into clarity through brand design systems and portfolio architectures that are easy to navigate. She has also guided the launch of new-to-world brands and product innovations, ensuring they are strategically grounded and creatively distinctive. 

 

“Cristina combines design expertise with proven consulting skills,” says Lukas Cottrell, CEO of Peter Schmidt Group. “We are very pleased that our strategy for developing the Northern Italian market has won her over. Her understanding of high-quality design and its power as a driver of business growth is fully aligned with our agency’s philosophy.” 

 

Cristina Balbo adds: “Design is a key driver of business growth — especially today, when consumers’ attention spans are shorter than ever and brands need to create instant recognition and relevance. What I deeply admire about Peter Schmidt Group is the agency’s ability to combine strategic clarity and creative excellence with technological innovation, leading the way in exploring the possibilities of artificial intelligence and digital brand management. This combination has made Peter Schmidt Group a trusted partner for global leaders like Deutsche Telekom, E.ON, and Deutsche Bank, to name a few. I’m excited to bring this expertise to the Italian market and help guide some of our most iconic and heritage brands through the transformation ahead.” 

 

Defying the industry trend with strong growth 

 

Peter Schmidt Group’s current business performance shows that its portfolio is striking a chord with the times and meeting the needs of companies: in the most recent revenue rankings, the agency posted strong growth against the industry trend – up around 20 percent in 2024. The outlook for 2025 also points to continued growth. New clients such as Deutsche Telekom and Aumovio are making a significant contribution to this positive development, and the number of international projects is also rising. The Milan office is set to play a key role in this: according to the agency, new business inquiries from companies in Northern Italy and the Italian-speaking part of Switzerland are showing promising potential. 

 

Peter Schmidt Group is also a partner of the “Creativity 4 Better” conference, taking place in Milan on 2 October. More information and tickets are available at www.creativity4better.it