On July 5, 1970 Peter Damon Schwartz and Milt Sender shook hands on a partnership that produced Daymon Associates, Inc. in New York City, with the goal of maximizing the market potential of Private Brand products, which in 1970, were rarely marketed to attract consumers, suggest quality or differentiate one retailer from another. The company name was a take on Peter’s middle name, and the partnership formed the basis of what has become the leading full-service global Private Brand and Consumer Interactions company, which today has over 200 offices in 51 countries on six continents.