who we are

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who we are

We are a seasoned group of professionals from a variety of educational, business and technical backgrounds including marketing, strategic planning, communications, psychology, commerce, design, statistics, research, project management, and even law.

We acknowledge the diversity and experience of our team and celebrate the unique contribution of each. Consistent with our overall philosophy, each individual plays a vital role in delivering the total concerto experience.

We believe the whole is greater than the sum of the parts, and we also believe that the stronger the parts, the more remarkable the whole.

Peter Irving

"CREATIVITY WITHOUT UNDERSTANDING AND DIRECTION, IS ART. UNLIKE ART, HOWEVER, MARKETING CANNOT BE APPRECIATED FOR ITS OWN SAKE—IT IS APPRECIATED FOR WHAT IT DELIVERS."

Peter admits that the concerto model is an overnight success, 32 years in the making.

"Years ago it struck me that the traditional marketing process is flawed. There's little certainty in a beauty contest--consistent results have to be about more than pretty pictures.

Creativity without understanding and direction, is art. Unlike art, however, marketing cannot be appreciated for its own sake--it is appreciated for what it delivers."

So he has dedicated his career to arming his clients with truly insightful brand strategies that consistently deliver positive outcomes, time after time.

Peter has worked with some of North America's most respected brand names, and some of North America's most ambitious entrepreneurs.

"Obviously the size and scope changes, but the principles, processes and discipline to stay the course is remarkably similar. The size of the organization has nothing to do with success. In fact, the satisfaction in helping an early-stage entrepreneur develop a killer brand strategy is every bit as rewarding as identifying and successfully exploiting a specific new business opportunity for a large, established business."

Peter has a Bachelor's degree from Thomas Aquinas College in California, and a Master's from the University of Notre Dame in South Bend, Indiana. He is a past Director and Chairman of the Board of The Eagle Ridge Hospital Foundation, a Director of HEROS, a charter member of the Vancouver Chapter of Legatus, and a charter member of The Notre Dame Club of British Columbia.

In 2012, Peter was presented with the Queen Elizabeth II Diamond Jubilee medal in recognition of his charitable and community service.

Mark Majewski

Mark is a strategic, goal-directed branding expert and client service professional with a flair for both the art and science of marketing. During his 15+ year career he has helped grow numerous brands, including Nando’s Canada, where he served as Marketing Director from 2005 to 2012.

At concerto, Mark collaborates with our clients, team members and partners to ensure the delivery of insightful and highly actionable research, strategy and brand consulting services. He also works with our team to help select concerto clients achieve their messaging and creative goals.

Mark first joined the firm in 1999 and stayed through 2005. A desire to gain experience building a singular brand prompted Mark to join Nando’s in 2005. Two brands and eight years later, Mark rejoined concerto in 2013, where he has worked on a wide range of accounts including Rogers Group Financial, Granville Island Brewing, WMC (formerly Western Management Consultants) and Triton Environmental Consultants.

Mark’s specialties include branding, franchising, partnerships and strategic messaging. He is an extremely client and results-focused individual, and he holds Bachelors of both Arts and Law.

"...there is no substitute for stakeholder engagement when it comes to building powerful, enduring brands."