Peter Van Woensel Kooy is deputy editor-in-chief at MarketingTribune, the Netherlands biweekly magazine for all people in the advertising business. We talked about the creation of his first magazine in primary school, the narrative of today's marketing world, the evolution of journalism in the digital age, memorable moments from Epica, Amsterdam’s creative hub, and much more. Dive in.
What inspired you to become a journalist and how did you get into the profession?
In primary school I made our first magazine with a friend. My father copied it at work. It was about gossip, sports, pop music and our boys' club 'Dragon'. It was called the 'Doorbraak’ (Breakthrough). In high school I joined the editorial staff of the school newspaper 'Helycon', chosen as the best in Amsterdam. Even during a short comet-like advertising career as an AE and copywriter, I continued to write for national media. And now it's been a while for MarketingTribune with great pleasure.
What’s your role at Marketing Tribune - and what are the latest developments there?
I am an editor in the editorial office, specializing in brands, food & retail marketing and campaigns. I am deputy editor-in-chief and write stories for the magazine, online and reports on our events. AI, ESG and the ideal mix to continue to reach people will receive a lot of attention this year.
What essential qualities and skills do journalists need to thrive in today’s media landscape?
For us, an editor must be able to talk about brands, people and trends in society in a pleasant, compelling and AI-transcending manner. Sometimes you are also expected to write branded content. Your stories spread (with us) through print, online, socials and events. And in 2024, what has always been true applies: curiosity is in your character.
You recently returned to the Epica Grand Jury after an absence of a few years. How has the experience changed since the last time?
I have very good and cherished memories of the Epica jury rounds in Paris a few years ago. What a lot of work we saw during 5 days (and nights) in the Mercure hotel near Place de Clichy. And what fun we had with all those journalists together in the bubble, including the Epica staff. However, it also took a lot of time and in that sense I am honored and pleasantly surprised that the Grand Jury in Brussels last year was much more efficient (in 24 hours). For me, the location was also closer and we were still able to consult well with the team and learn from each other's insights.
How important is the relationship between journalism and the creative community, and how can it be further strengthened?
We can inspire each other, media helps to share knowledge and to make talent known among (future) customers and other stakeholders. Some members of the creative community could invest a little more in their professional media so that their voices remain heard. Epica is a great platform in this regard.
What are the most memorable campaigns or creative projects you've covered and what made them stand out for you?
If you look at Epica awards reels or at winning cases in Cannes or at winning local Effie cases, I think there is a lot to enjoy over the years. How do you come up with it? And then also achieve so much attention, results or idea wealth... That makes them winners.
There is a buzz and beauty everywhere.
Amsterdam is one of the biggest hubs of advertising creativity in Europe, and home to many legendary agencies. What gives it that special edge?
I think what makes the city of Amsterdam attractive is that it has been a haven for creative and sometimes contrary, innovative thinkers for centuries. The layout of the city center (Unesco Heritage) is ingenious: uniform and circular with certain strict similarities, but also the freedom to build your own palace within those rules. Actually the ideal accommodation also for offices. And everything is accessible by bike, while the infrastructure is from 2024 and is close to Schiphol Airport and Amsterdam Central Station. This combination still attracts a creative vanguard, but also students and other 'ordinary' people, I think. I recently moved back to the city center and sometimes I think I'm dreaming, so nice. There is a buzz and beauty everywhere.
What’s the biggest challenge facing the creative industry today – and how might it be addressed?
To stay relevant. Nowadays everyone calls themselves a creative marketing agency. Even AI.
What role do you see journalism playing in promoting and advocating for diversity and inclusion within the creative industry?
As a content creator you have to let your conscience speak and this is reflected in the stories. Take your responsibility, without veering towards "woke", which can cause polarization.
Who are your role models or mentors in journalism and the creative world? And what’s the best piece of career advice you’ve ever been given?
Inspirators are my professors such as Giep Franzen, Cees Hamelink and Aart Velthuijsen (University of Amsterdam), the journalist and mentor John Jansen van Galen and various editors-in-chief of MarketingTribune, but also a person such as Epica's founder Andrew Rawlins. My favorite campaigns are, for example, the 'I never read The Economist' statements and the hypnotic 'Good Things Come To Those Who Wait' for Guinness with a surfer and the white horses on the waves of the sea, both from Abbott Mead Vickers BBDO. Both of course won an Epica Award and have still not lost their power.
Best career advice: stay curious and follow your heart.