Peter Economides, an international branding and communications strategist, is one of the people who transformed the way we talk about Greece’s image, as well as that of the businesses operating in it. With a long career in top multinationals, collaborations with global giants, and a strong personal message of optimism, he became widely known in Greece when he introduced the motto: “There is no such thing as ‘it can’t be done.’ There is only ‘it CAN be done’.”
From South Africa to the global stage
Born in Johannesburg, South Africa, with family roots from Imbros, Economides grew up in a society full of contrasts. His career began in advertising, initially with McCann-Erickson, and soon he took on positions in international hubs such as Hong Kong and New York. He later joined TBWA, where he contributed to the historic Apple campaign “Think Different”, which reshaped the company’s image and left a mark on global advertising history.
In 1983, he moved to Greece as managing director of McCann Erickson, where he remained until 1991. His career later took him to Mexico and the U.S., while today he is based in Athens, where he founded his own strategy firm, Felix BNI, serving clients across the world.
The vision of “It Can Be Done”
In Greece, he became especially well-known for his 2011 talk titled “Greece – One of the greatest brands that’s never been branded.” At a time of deep economic crisis, he gave voice to a new narrative for the country: that Greece could and should reposition itself on the global stage by leveraging its history, culture, and creativity.
His motto “There is no such thing as ‘it can’t be done.’ There is only ‘it CAN be done’” became his trademark.
“Whatever you do and whatever you don’t do is communicated. It’s the reputation that follows you when you’re not even there,”
he has famously said, capturing the essence of branding as something that goes far beyond logos or advertising — it runs through the very identity of an organization or a nation.
Campaigns and achievements
Peter Economides has worked with some of the world’s most powerful brands, including Apple, Coca-Cola, Audi, and Heineken. In Greece, he was behind the radical rebranding of xe.gr, which doubled its users within a year, and he also took part in projects like the Limassol Branding Project in Cyprus, which showcased the power of community in redefining a city’s image.
He never shied away from speaking openly and personally, even sharing darker moments such as his kidnapping in Mexico or the excesses of the advertising industry during the 1990s. These experiences gave him a more human and profound perspective on life and his professional path.
A message for Greece and the world
Economides strongly believes in the power of collectivity: “A team should operate like a family, together for a specific purpose — success.” For him, a brand is not what you say about yourself but what others say about you. And Greece, he insists, has all the ingredients to become one of the world’s strongest “brands” — as long as it believes in itself and builds a cohesive strategy.
His message remains clear and timely: change is possible, progress is possible, and every obstacle can be turned into an opportunity. For Peter Economides, there is only one direction: “It Can Be Done.”