Tools of the Trade: Pete Maiden of Convicts

By Kyle O'Brien 

Tools of the Trade is an AgencySpy feature to help highlight the many tools that help make advertising and marketing folks successful. The tools can be anything that helps people perform at their top form, from a favorite drafting table to the best software program to a lucky pen, a vintage typewriter or a pair of headphones.

Next up is Pete Maiden, founder and CEO at agency Convicts in Australia and New York.

Pete Maiden of Convicts poses with a beer after one of his weekly pitch meetings.


What is one tool you use all the time at work, and how does it inspire your work?

Our weekly all hands originals pitch meeting, the active time each week to bring original ideas to the table has been our heartbeat and best tool for inspiration. Also, beer.

Why is it your favorite?

Our pitch meeting has been on the weekly calendar for eight-plus years, and it galvanizes the team on a weekly basis around our purpose to be: “Trouble Makers for A Better World.” More importantly, beer is wonderful, and you can take it anywhere, anytime, and drink it at your discretion. It’s especially great for end of day slumps when you’re needing some inspo…definitely worth checking out. Cheers, mate.

How did you acquire your tool or hear about it for the first time?

My background is in publishing at Rolling Stone Magazine, so at Convicts we approach the pitch meeting as a publishing company would: an open forum to share ideas we are passionate about. If we believe in it, then we create it with conviction. I first acquired beer in the 90s, stolen from my Dad’s fridge.

How does it help you be successful?

When business gets tough, or there are ruts, we always come back to the process, and this creates the path forward. There is a lot at stake and so many variables, having consistent processes, like our weekly pitch meeting, that have continued to deliver for us is key.

Does it have sentimental value?

100%, it’s a fun meeting. Come join one.

Do you think your tool could go TikTok viral? Why or why not?

It has. Most of our Convicts social content that has gone viral started in a pitch meeting! Check out our writer Cam’s journey and work in Ukraine last year (this started in pitch meeting).

@convictsnyc Daily Dispatch from Warsaw, Poland #poland🇵🇱 #ukrainewar #russiandisinformation #fakenews #ukraine🇺🇦 #supportukraine #fyp ♬ Lazy Sunday – Official Sound Studio

We want to know what tools you use to make you successful. If you’d like to contribute or know someone who would want to be featured in Tools of the Trade, contact and fill out our survey.