After being Marketing Manager at Zomba Record Holdings from 1989 to 2002, Florent Luyckx moved to the Dutch radio station 3FM as Station Manager. In 6 years time he transformed the station into the success it is now. In 2009 he started as CEO at the Dutch Young & Rubicam office, Y&R Not Just Film, based in Amsterdam.

Could you tell us a bit about yourself?
I am the CEO of Y&R Not Just Film in Amsterdam since June 2009. My professional background covers marketing, entertainment and media.

What do you enjoy most about the advertising world?
We create on a daily basis, every day a new day with new ideas. It is a truly creative, dynamic and competetive environment with a high energy level.

Are there any similarities between a good ad and a good radio show?
Yes. For both media you need to create compelling content that has to be either relevant, entertaining, or both.

What do you look for in a student book and what impresses you?
I look for a fresh approach of traditional advertising issues, creative out of the box ideas and passion for brands and their (potential) users.

What’s the most common misconception about being a creative?
That a creative operates in a parallel universe.

What skills are most important for a creative?
Being able to explain the rational idea behind the creative idea, but not counting on the explanation to sell it.