WORK
Yes, this is me.
My passion has always been to create work that strengthens brand relationships by engaging consumers emotionally. I have a Bcom degree with a 2 year postgraduate copywriting diploma from the Red and Yellow Creative School of Business in Cape Town. Since then I have lived and worked in 11 cities, 9 countries and across 3 continents as a cw/cd at the world's top networks and agencies. I've won Cannes Lions while plying my trade in Africa, Europe and Asia. I have also picked up metal at nearly all the big advertising and effectiveness shows across traditional and non-traditional categories, across world leading brands ranging from finance and automotive to tech, services and FMCG. While the self-interview below was written during my time in Seoul, a particularly interesting chapter in my career, I've since returned to my home base, eager to bring my global experience to new opportunities. Thank you for stopping by.Q&A
Where did I grow up, and where do I live now?
I grew up in South Africa but Hong Kong is home and Seoul is where I work.
A few things I do as a creative in Seoul.
I work with different teams across different disciplines, divisions, departments and time zones. Collaboration is key along with the occasional quadruple espresso. I balance my workflow on my own, juggling and managing projects to ensure deadlines and delivery dates are always met. At one time I created work, more for myself. Now I adapt and focus on what others want. Once I have something that fits the bill, I see if there's any room left for me. It's a team effort. With team ownership. My style fits within that.
What I care about most as a writer.
To find a way forward for everyone I work with. And to be considered dependable.
How working at Cheil HQ has made me a better writer.
I work with Korea's best. On every brief I try to listen, learn and understand how people around me think -- planners, account people, creatives and yes, even clients, to put myself in their unique shoes. For this reason, I can now solve creative problems in more ways than I previously could. If you keep learning, the more countries you work in, the more styles and perspectives you can gain to become creatively well-rounded.
My most demanding client.
I've been briefed on a Samsung project at 2am on a Monday for a client presentation a few hours later -- many times. My work group chats beep away tirelessly throughout the night. Cheil HQ is an agency that never sleeps. Because neither do many of our clients.
A recent project I am proud of.
I no longer feel more proud of one project over another. Instead I try to remain neutral by putting the same effort and attention into every brief. So I feel the same sense of accomplishment when I crack it. Regardless of potential, budget or outcome, every brief is equally important to me.
How I pay it forward with the next generation of creatives.
I treat everyone the same. I share my decades of global experience. And I am wise enough to also be able to let young people mentor me. It's a great way to keep learning. And advertising is a young people's game. As a relative oldie, you have to be able to work well with them and have a young mind yourself. I can. And do.
My greatest success so far.
I've had a longer tenure at HQ than any other non-Korean creative in the history of the company. (After 2 - 3 years their contracts usually don't get renewed). So I'd have to say, it's been fitting in.
Someone else's work that I admire.
I'm a big fan of Dear Brother for Johnnie Walker and Same Sex Marriage by Ogilvy Paris for Google Hangouts. Emotional work that comes from a cool, honest place resonates with me. Copy too. For instance, I love how Nike can elevate a shoe into a life philosophy with just one line like 'Records break when you don't'. Brilliant. And inspiring.
My main strength as a creative.
My temperament.
My biggest weakness.
My temperament.
My toughest challenge working in Seoul.
No, it's not the cold or any of my clients! It's being away from my wife. But I have been adopted by 2 street cats (a mom and her daughter) who decided to move in with me because they felt I was in urgent need of their company. Thank you, Beurli. Thank you, Norang.
Something about Korea I never knew until I lived here.
The #1 winter drink is iced coffee. By a country mile!
Awards
London International Awards
| 2017 | 1 Bronze (Digital - Apps) Scrabble Keyboard | |
| 2016 | 1 Bronze (Package Design) Very Chocolate | |
| 2015 | 2 Shortlists (Package Design) Pizza Hut | |
| 2013 | 1 Silver (Press) 6 x 49 West Lotto Campaign (All 5 ads) |
Spikes Asia
| 2017 | 1 Bronze (Mobile) Scrabble Keyboard | |
| 2016 | 1 Shortlist (Packaging Design) Very Chocolate | |
| 2015 | 1 Shortlist (Media) Pizza Hut | |
| 2007 | 1 Gold (Print) National Council Of Problem Gambling Campaign |
Kam Fan Awards (Hong Kong)
| 2017 | 2 Bronze (Cyber + Media) 1 Silver (Media) Scrabble Keyboard | |
| 2015 | 1 Gold (Promo) 1 Silver (Packaging) 1 Bronze (Promo & Activation) Pizza Hut |
Cannes Advertising Festival
| 2025 | 1 Shortlist (Brand Experience & Activation) Pantene China (P&G) | |
| 2015 | 2 Shortlists (Promo & Activation + Design) Pizza Hut | |
| 2013 | 1 Gold (Outdoor) 1 Silver (Press ) 6 x 49 West Lotto (All 5 Ads In Each Category) | |
| 2011 | 1 Bronze (Outdoor) Daimler / Smart fortwo Campaign (All 5 Ads) | |
| 2007 | 1 Silver (Outdoor) 1 Bronze (Press) National Council Of Problem Gambling (All 3 Ads In Each Category) | |
| 2004 | 1 Silver (Outdoor) The Economist | |
| 1999 | 1 Shortlist (Press) The Quadriplegic Association of South Africa. |
Campaign Of The Year In Germany
| 2013 | 1 Grand Prize (6 x 49 West Lotto Campaign) |
Clio Awards
| 2011 | 1 Print Merit (Daimler / Smart fortwo Campaign) | |
| 2005 | 1 Silver (Outdoor) Haensel-Gretel Campaign |
Art Directors Club (New York)
| 2005 | 1 Finalist (Poster) Sony PlayStation | |
| 1998 | 1 Finalist (Outdoor) Good Hope FM |
World Press Awards
| 2007 | 1 Gold (National Council Of Problem Gambling Campaign) |
Loerie Awards (South Africa)
| 2003 | 1 Gold (Writing) Robertsons Herbs & Spices, 2 Silver (Promotion + Print) Exclusive Books | |
| 1999 | 2 Silver (Print + Campaign) Wola Nani |
World Press Awards
| 2007 | 1 Gold (National Council Of Problem Gambling Campaign) |
D&AD
| 2018 | 1 Pencil (Branded Apps & Games) Scrabble Keyboard | |
| 2007 | 1 Yellow Pencil (All 3 Ads) National Council Of Problem Gambling | |
| 2004 | 1 Pencil (Outdoor) The Economist |
Eurobest
| 2013 | 1 Gold (6 x 49 West Lotto Campaign) | |
| 2004 | 1 Finalist (Print Campaign) Hamburg Rock Revival Festival |
One Show
| 2017 | 1 Gold Pencil (China / Mobile Apps) Scrabble Keyboard | |
| 2017 | 1 Merit (Package Design) Very Chocolate | |
| 2016 | 1 Silver (Innovation In Design) 1 Bronze (Design Craft) 1 Merit (Tech, Product & Mobile Integration) Pizza Hut | |
| 2011 | 1 Campaign Merit (Daimler / Smart fortwo) | |
| 2007 | 1 Design Merit (National Council Of Problem Gambling Campaign) | |
| 2004 | 1 Silver (Outdoor) The Economist |
New York Festivals
| 2018 | 1 Bronze (Mobile Apps) 1 Finalist (Mobile Marketing) Scrabble Keyboard | |
| 2016 | 1 Bronze (Packaging) 1 Finalist (Design) Very Chocolate | |
| 2014 | 1 Finalist (Print) 6 x 49 West Lotto Campaign | |
| 2013 | 2 Bronzes (Outdoor) 6 x 49 West Lotto Campaign | |
| 2013 | 3 Finalists (Art + Craft + Campaign) 6 x 49 West Lotto Campaign | |
| 2011 | 1 Finalist (Billboard) Daimler / Smart fortwo Campaign | |
| 2010 | 1 Finalist (Print) Braun Campaign | |
| 2005 | 1 Finalist (Poster) Sony PlayStation 1 Finalist (Billboard) Haensel-Gretel Campaign | |
| 1999 | 1 Silver (Billboard) Good Hope FM |
Webby Awards
| 2016 | 1 Nominee (Integrated Mobile Experience) Pizza Hut |
ADC Awards (Germany)
| 2014 | 3 Silver (Campaign + Print + Out Of Home) 1 Bronze (Craft) West Lotto | |
| 2011 | 2 Bronze (Campaign +Print) Daimler / Smart fortwo Campaign | |
| 2005 | 2 Bronze (Poster) Sony PlayStation + Haensel-Gretel Campaign (Outdoor) |
AdFest (Asia Pacific)
| 2018 | 1 Gold (Mobile) Scrabble Keyboard | |
| 2017 | 1 Silver (Outdoor) Very Chocolate | |
| 2016 | 2 Finalists (Illustration + Design) Pizza Hut | |
| 2008 | 1 Finalist (Film Campaign) 98.7FM | |
| 2007 | 1 Best Of Craft (Print) National Council Of Problem Gambling Campaign |
Creative Circle Awards (Singapore)
| 2006 | 2 Silvers 5 Bronzes (National Council Campaign) | |
| 2005 | 1 Bronze (Outdoor) The Economist |
* In 2008 / 2009 I stepped back from advertising to focus more on finishing my novel.
CV
Name
Peter David Engelbrecht
Work
2025 - 2025 GREY Hong Kong, group creative director
Clients: Lee Kum Kee (Global), HSBC (Regional & Domestic), Pantene (China) & Hong Kong Tourism Board
Secured P&G China's first Cannes Lions shortlist (Brand Exp. & Activation). Helped lead, ideate & sell in 'HSBC Murals': a massive community initiative that reconnected HSBC with its 160-year legacy, leveraging its iconic 滙豐 across 18 HK districts to boost local business & community pride. Pitch wins included Arts in Hong Kong.
2019 - 2024 CHEIL WORLDWIDE HQ Seoul, lead writer
Clients: Samsung Services, Appliances & Mobile Devices (Domestic & Global)
Worked on brand strategy & campaign development across all platforms to launch & promote some of the world's most cutting-edge products & services. New business wins included Samsung Domestic Appliances, Samsung QLED TVs (global) & Hankook EV Tires (global).
2016 - 2018 CHEIL WORLDWIDE Hong Kong, creative director
Clients: Samsung, 1010 (HK's Largest Telco) Samsonite, California Almonds (Global) & other accounts
Contributed to awards & pitch wins that made our small office LIA's Regional Agency of the Year in 2017 (Asia), the world's No. 37 ranked agency in the 2017 Gunn Report & Campaign Brief Asia's No. 1 ranked HK agency in 2018.
2015 - 2016 PUBLICIS Hong Kong, creative director
Clients: Marriott Hotels, Cadillac (Global) & UBS
Helped NY office create & execute Cadillac's new, global 'Dare Greatly' positioning.
2011 - 2015 OGILVY & MATHER Hong Kong, creative director
Clients: Shangri-La Hotels (Global), Huawei (Global), Prudential (Regional), IBM, KFC, Pizza Hut & Cadbury
Produced launch campaigns for Shangri-La Hotels worldwide. Awards incl. 2 Cannes Finalists, One Show Silver + Bronze + Merit, Webby Award & Kam Fan Gold. Helped win Huawei (Global) & Galaxy Macau business.
2011 - 2011 HS Ad Korea, senior copywriter
Clients: LG (Global) & Korean Air (Global)
Won global pitches against New York & London agencies including BBH.
2009 - 2011 BBDO Germany, senior copywriter
Clients: Braun (Global), Gillette (Pan-Europe), Daimler Chrysler, Wrigley's, Mars Foods & West Lotto
Print, TV, OOH & digital work for Pan-Europe & Global campaigns drove successful revenue generating launches. Won Gold, Silver & Bronze Lions in multiple categories.
2009 - 2009 BBDO Singapore (freelance)
Clients: Emirates & Daimler Chrysler
2008 - 2009 ROBERT BOISTEN LIKE-MINDED Denmark, senior copywriter
Clients: Puma (Global)
Worked on Puma's FIFA World Cup campaign at Denmark's Agency of the Year for 2008/9.
2008 - 2008 SAATCHI & SAATCHI Singapore (freelance)
Clients: ESPN & UBS
2005 - 2008 MCCANN ERICKSON Singapore, senior copywriter
Clients: MasterCard & Nestle (Regional), Lufthansa (Global), NTUC FairPrice, Mobil & 98FM
Produced regional campaigns. Won NTUC FairPrice (Singapore's No.1 supermarket chain) & Singapore Flyer business. TV work awarded at ADFEST. Won Cannes Lions + Yellow Pencil.
2005 - 2005 BATEY Singapore, senior copywriter
Clients: Singapore Airlines & Daimler Chrysler
Lead automotive writer. Work included Mercedes AMG post-launch campaign (Regional).
2003 - 2005 TBWA Germany, senior copywriter
Clients: Siemens Mobile, adidas, Sony PlayStation, Whiskas & Absolut Vodka
Created Pan-Europe work for Siemens & Sony. Awards incl. NY Festivals Finalist & ADC NY Merit for PlayStation + Silver CLIO.
2001 - 2003 HARRISON HUMAN BATES South Africa / BATES YOMIKO Japan, senior copywriter
Clients: The Economist, Audi, IMAX, Independent Newspapers, Microsoft & Eskom (SA's power utility)
Won Gold Loerie (Copy Craft), Silver Lion, Silver One Show & D&AD Pencil. Wrote the best long copy ad by an SA writer Graham Warsop (most awarded CD in SA ad history) ever read.
2000 - 2001 BATES Singapore / Hong Kong, senior copywriter
Clients: HSBC, Heineken, ESPN & Nokia (Global) & other top tier brands
Worked on Nokia (Global) creating campaigns in over 10 different languages, for 15 countries with over 2 billion people. Created product launch & brand work—media-neutral idea + TV, OOH & print.
1997 - 2000 TBWA HUNT LASCARIS South Africa, copywriter
Clients: Levi's, Adidas, Dunlop Tyres, Viceroy & SA Rugby Football Union.
Worked under advertising icon & global creative chairman of TBWA, John Hunt, on brands that covered all sectors of business. Awards incl. 2 ADC NY Merits + NY Festivals Silver.
1996 - 1997 OGILVY & MATHER South Africa, copywriter
Clients: Audi, VW, SA Breweries, Old Mutual, Tiger Brands, Cadbury & others.
Developed campaigns for Audi A4, A6 & A8 launches. Worked on VW, SAB beer brands, Old Mutual (across product portfolio), Cadbury & other FMCG accounts.
References
Nahil Kang, Global ECD, MediaMonks Seoul
Bertrand Bras, CD, Mixte Paris
Clara Ho, Group CD, Carbon Hong Kong
Stephen Prior, Freelance Global CD, based in Amsterdam / Seoul
Marchin Brzezinski, Group CD, Grey Hong Kong
Education
1991 - 1993 BACHELOR OF COMMERCE South Africa
1994 - 1995 RED & YELLOW COPYWRITING DIPLOMA South Africa