BOSTON — Archetype EVP Ken Peters has been tapped to lead Philips’ North American communications.

Peters will formally become head of brand and communications for the health technology company’s North American operation on Monday. He succeeds Ed Gala who is leaving Philips after nearly seven years there. Peters will report into North American CMO Kelly Starman.

“Philips is a truly iconic brand that is doing great things to make the world a better, healthier more sustainable place,” Peters told PRovoke. “To play a role in shepherding that brand is an incredible opportunity.”

Peters became an Archetype executive VP in February 2019 when Text100, the firm he worked for at the time, merged with sister agency Bite to become Archetype. Peters has been with the Next15 agencies since 2004, joining Text100  after six years with PAN Communications.

“I’m so grateful to have had the opportunity to do great work, for incredible brands, with people I genuinely care about,” Peters wrote in a LinkedIn post. “Thank you to the colleagues, clients and friends who have been a such important part of my life for the last 16 years.”