LIVE FROM THE WHITE HOUSE is a single-senior-advisor practice. There is no junior team, no associate layer, no partner behind the curtain. The work that arrives with the owner leaves with Pieter; the work that leaves with Pieter is the work that arrived. This is an unusual structure in an industry built on billable leverage, and it is chosen deliberately.

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The practice works on brand and category decisions for owner-led businesses — typically between €10m and €100m in revenue, typically Belgian or Dutch-speaking, usually founder-led or second-generation family-led. Engagements are short and consequential rather than long and cumulative: a marketing scan, an strategy session, a brand identity, a leadership offsite, a go-to-market reset. Each is a decision-forcing exercise, not a retainer.

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Pieter brings twenty years inside global FMCG — AB InBev, Mars, Henkel — and a decade of boardroom experience outside the category. He teaches Global Marketing at UCLL's BANABA and obtained the European MiniMBA in Brand Management in 2025. The credentials are relevant because they anchor the views defended on this site; they are not the reason to call. The reason to call is whether the views themselves are useful.

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The name is a broadcast metaphor. A correspondent files live from wherever the story is; a senior advisor writes live from the place where the decision gets made. The firm's physical address — a white house beneath a water tower in Bierbeek — was incidental to the name and remains incidental to the practice. The site is the newsroom; the house is the office.