FCB Health Europe has named Shaheed Peera global creative partner, a role in which he will help build programs and initiatives that spur the development of diverse creative talent. Peera is the founder of the Creative Floor Awards, the only healthcare awards program to dedicate a portion of its profits toward a talend and diversity fund.

“Shaheed’s wealth of experience, global perspective and pay-it-forward leadership style will make us all that much better,” said IPG Health CEO Dana Maiman in a statement. “Shaheed’s pioneering and entrepreneurial spirit will undoubtedly fast-track our mission of accelerating progress in health.”

Peera’s career spans the consumer and healthcare marketing worlds. He holds a Guinness Book of Records for creating the world’s largest robot for the NFL.