In this episode of the Human Potential Podcast Pierce speaks with our host, Oliver Freer, about what drove him into advertising, what continues to drive him, how he built the largest outdoor advertising business, how to develop a brand, and how to just keep going in the face of adversity.

Pierce has more than 27 years’ experience in the advertising and media industry and founded Cody Outdoor in 1986. Cody Outdoor became Australia and Hong Kong’s largest outdoor advertising business.

Pierce has extensive experience in commercialising and growing various businesses. When Pierce started Cody Outdoor the outdoor industry was relatively immature as compared to the other major media sectors and Pierce developed it to the point that it was one of the most highly considered parts of the media mix.

Cody Outdoor was purchased by APN in 2001. Pierce went on to become Chief Executive of APN Outdoor and served as a Director on the APN News & Media Board for 10 years.

Pierce Cody also founded Macro Wholefoods Market, Australia’s largest organic and natural food retailer. He grew Macro from one store to 12 locations in Melbourne and Sydney and developed Macro into a well-known brand with more than 550 employees. Pierce sold Macro to Woolworths Australia in 2009. The Macro brand is the most successful house brands in Australia.

Pierce has been a trustee of the Art Gallery of NSW, a Director of Adcorp and a founding shareholder of Tower Estate, which owns vineyards and restaurants in the NSW Hunter Valley Region. Pierce was  a Director of The Australia-Ireland Fund and a Board Member of Endota, Australia’s largest chain of day spas.

Pierce is currently CEO and Executive Director of Cody Live – a major new entrant in the Digital Signage business, with patents to revolutionise the on-site marketing of properties in the Australian Real Estate market and overseas.