PEDAL was born to answer a clear need: the market was full of brilliant ideas that did not survive the boardroom. Founded by Peter de Albuquerque, it brings pragmatic business thinking together with a sharp eye for global creative excellence.
From a renowned B2C track record to a B2B partner for the growth of creative ecosystems
“The market asks for innovation but retreats at the first sign of risk. In this fair, potentially controversial tension, advertisers need strategic partners who oxygenate creativity and open the right windows”
Profile
With experience at Ambev, Banca Digital, Mercado Livre and Coca-Cola, he connects cultural insight, strategy and creativity to business decisions. His consulting work also includes OpenAI, Sanofi, Netflix and The World Bank.
Today he leads PEDAL, an independent creative intelligence and corporate reputation consultancy. He is a partner at Brecha and advisor to organisations including Riachuelo, Oficina and Soho House São Paulo.
PEDAL history
Creativity that reaches the boardroom
In practice, PEDAL works as a tactical arm for C-level leaders and boards. From media intelligence and conversion to executive communication, it translates behaviour, design and technology into decisive commercial action.
“Creativity only has real value when it unlocks results.”
This perspective comes from direct contact with the industry's nerve centre: critical analysis for Meio & Mensagem, leadership education at ESPM and strategic exchanges in boards including Soho House São Paulo.
Trajectory
A continuous line between design, culture and business
Design
Formação entre técnica, humanidades e estratégia em SENAI, PUC-Rio e University College Maastricht.
Cultura + produto
Criação e transformação de marcas em escala global ao lado de Coca-Cola e Mercado Livre.
AB InBev
Liderança executiva em cultura, criatividade, inovação e B2B para Ambev, BEES, Z-Tech e Menu.
Reputação
Reputação corporativa, MIPAD 40 Under 40 e LinkedIn Top Voice ao lado de Banca Digital.
PEDAL
Inteligência criativa, reputação e atuação global como braço estratégico de C-Levels e boards.
Global recognition
40 Under 40 Top 10 Media/Culture
Recognised among the world's 40 most influential Black leaders in Media and Culture, through a UN-endorsed initiative.
Ideas that move
LinkedIn Top Voice
Named a LinkedIn Top Voice in 2025 for shaping conversations on creativity, reputation, culture and business across Latin America.