Peter Coughter

Peter Coughter | VCU Brand Center Professor, Persuasion

Professor Peter Coughter is the author of the highly acclaimed The Art of the Pitch—Persuasion and Presentation Skills that Win Business, so it makes perfect sense that he teaches Persuasion to students in all tracks.

He knows what he’s talking about, having spent the past 40 years persuading audiences, first as a Founder and President of Siddall, Matus & Coughter, for years one of the most respected advertising agencies in the Southeast, and more recently as President of Coughter & Company, helping businesses and people from all over the world prosper and grow.

In the past few years, he’s helped win well over $100 Million in revenue for his advertising agency clients. Perhaps his biggest win was helping the City of Boston convince the United States Olympic Committee to choose Boston as the United States candidate for the 2024 Olympic Games.

He’s been called “the preeminent trainer of presentation skills for the advertising industry,” and his lessons are a valuable component of our Brandcenter curriculum.

Peter resides in Richmond, Virginia with his wife, Cynthia.