Hello, Hallo, Bonjour,
I’m Pieter. But I’ve made peace with Peter.
I’m a Group Creative Director at BBDO NY (formerly known as FCB NY).
I was born in Belgium; the country of waffles, surrealism and consistent World Cup heartbreak.
I’m currently based in NY; the city of big dreams, tiny apartments and $19 salads.
I believe ambitious creative work can change the trajectory of a business.
I believe the best advertising can entertain, move, provoke, and sell at the same time, all while respecting the people it speaks to and giving them something back.
Career highlights include a Black Pencil at D&AD, One Show Best of Show, a Sports Emmy and back-to-back Grand Prix at Cannes Lions.
My work has been covered by The NY Times, BBC, Forbes, Washington Post, Fox News, Hypebeast and NBC.
Two projects were added to the permanent collection of Museum of Modern Art.
I’ve been working with my creative partner Roxane for most of my career.
Get in touch with me via LinkedIn.
Group Creative Director @ BBDO NY
2025 - Present
Creative Director @ BBDO NY
2025 - Present
Creative Director @ FCB NY
2023 - 2025
Associate Creative Director @ FCB NY
2023 - 2023
Senior copywriter @ FCB NY
2022 - 2023
Senior copywriter @TBWA Chiat Day NY
2021 - 2022
Copywriter @ Happiness Brussels, an FCB Alliance
2015 — 2021
Copywriter @ FamousGrey - Brussels
2012 — 2015
Junior copywriter @ Boondoggle - Leuven
2010 — 2012
One Show 2024 - Out Of Home + Print & Promotional
Clio Music 2024 - Use of Music in Advertising
One Show 2023 - Creative Effectiveness
Creative Belgium 2022 - Jury President - Media, Brand experience, Interactive and PR
Creative Belgium 2020 - Film, Outdoor, Press, Radio, Direct
D&AD NewBlood 2020 - The Case for Her
Eurobest 2016 - Radio, Outdoor
Creative Belgium 2015 - Film, Press, Outdoor, Radio
Creative Belgium 2014 - Direct, Promo&Activation, Interactive, Integrated, Innovative
Spotify, Michelob Ultra, Hyundai, Deloitte, Carlsberg, Columbia Journalism Review, Poise, Snapchat, Pitch.com, Listerine, FDA, Budweiser, Goodnites, The Whitney, ....
April 9, 2026
The world’s greatest advertising copywriters (article)
Read here
April 7, 2026
Hyundai and BBDO NY map and name invisible sea forests (interview)
Read here
July 30, 2025
D&AD Annual - Behind The Work: How FCB NY turned an Excel file into a music video (interview)
Watch here
May 14, 2025
MuseByClio: How FCB NY made Spotify a Clio multi-grand winner with Excel (interview)
Read here
May 14, 2025 - Keynote Talk
One Club Morning Buzz: Ahead of the Pack: The future of collaboration with creatives, brands and agencies (Keynote talk)
Watch here
February 27, 2025
TheDrum: Creativity is about knowing when not to use AI (interview)
Read here
April 30, 2025
Adage: How Pieter Claeys and Roxane Schneider made the impossible possible through creativity (article)
Read here
January 1, 2025
LBB: FCB NY sends heartfelt messages to an American legend (interview)
Read here
May 17, 2025
MM.be: MM Creatives of the year: Roxane Schneider and Pieter Claeys (interview)
Read here
June 18, 2024
Adage: Spotify’s spreadsheet music video from FCB New York wins Digital Craft Grand Prix (article)
Read here