The advisory practice of Pieter Willems
LIVE FROM THE WHITE HOUSE is the advisory practice of Pieter Willems — a senior independent marketing strategist working with owner-led Belgian and Dutch businesses between €10m and €100m in revenue.
This site is where the thinking lives. The essays collected here defend specific trade-offs about brands, categories, pricing, and leadership. Read what is here. Decide whether the way it is argued would be useful in your boardroom. Then book a first call, or do not.
RECENT THINKING
PRICING & PROMOTION
The price of 1+1 promotions
On what Colruyt's shift to two-for-one offers does to A-brand pricing power — and why the trade-off rarely runs in the brand's favour.
BRAND STRATEGY
Why every boardroom needs a CMO
The long-term marketing argument for pricing power — and why the CMO who can defend it belongs at the strategy table, not below it.
CATEGORY & SHOPPER
The European Green Deal and Belgian retail
The gap between consumer sustainability claims and willingness to pay — and what it means for retailer margins and brand investment.
Twenty years in FMCG across sales, marketing, and category management.
AS AN OPERATOR
AS AN ADVISOR
As a Business Markers Partner, has co-led commercial strategy work for Lotus, Ardo, Chimay, Fides Petfood, Sigma Foods, Products & Brands, Xeryon, Laserflux, and others.
Family-led businesses and mid-market Belgian companies in food, beverages, and industrial systems.