about the jury president

Niels Sienaert grew up in the pint-sized, beer-loving Belgian town of Denderleeuw. He never imagined he would work in advertising. Nor that he’d be hired as a copywriter by some of the most creative Belgian ad agencies to make heartfelt, hilarious, and sometimes downright bizarre campaigns. He certainly never expected that he would move to the US with his teammate Tim, to become Creative Directors for brands like Michelob Ultra, Canon, Harley-Davidson, and the City of Chicago. And he had no clue what a Cannes Lion was or that winning a black pencil could be a big deal.

Today, Niels works as an Executive Creative Director at Dentsu Creative, where he often wonders what’s next. Perhaps he’ll invent a new pasta variety. But at the time of writing, he hadn’t decided yet.

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