A Decade of Bold Ideas from the Heart of Belgian Creativity
The Belgian community representing creativity for brands blows out 10 candles this year. We had a talk with the founder, Isabel van den Broeck, and her wigwoman, Amber van Elk.
Q>Can you tell us about the origins of Creative Belgium?
Q>What developments have taken place since the rebranding in 2015?
Isabel Van den Broeck> Since 2015, we have formed a strong network of creative thinkers, makers, and enthusiasts. Despite some criticism that we would have become too Flemish (in Belgium we speak 2 languages, French and Flemish) , we now have a Francophone president, the remarkable Arnaud Pitz, whose leadership emphasises the importance of emerging talent and our relationships with advertisers. Our board is highly engaged, diverse and we are grateful for their support.
Q>How have the Creative Belgium Awards evolved over the years?
Amber van Elk> The awards have clearly seen a renewed energy, with over 6,500 submissions in the past decade. We moved the award show from Knokke Plage to the rough hangaar of Asiat Park, demonstrating our ability to think outside the box and continue surprising our audience. This year, we’re looking forward to a prestigious show at Flagey in 2025, where creativity will be celebrated like never before. Our motto is that we’ll do bigger and better.
Creative Belgium, head of operations, Amber van Elk
Q>What does the past decade signify for Creative Belgium in terms of events and initiatives?
Q>What concerns do you have regarding innovation in Belgium?
Isabel Van den Broeck> Innovation has not been a strong suit for Belgians, and it remains a missing category with strong entries in the Creative Belgium Awards. This raises questions for the future: can we push our boundaries and use the transformative power of innovative ideas to create positive change? I firmly believe that if we focus more on innovation, we can make significant differences.
Q>How does Creative Belgium support emerging talent?
Amber van Elk> Over the past few years, we have integrated support for emerging talent into our organisation, aligning with our mission. All proceeds from the awards are reinvested into the next generation through school tours, masterclasses, mentorships, and our New Talent award, helping to realise the creative ambitions of young talents.
Q>What is the significance of the Creative Belgium School?
Isabel Van den Broeck> The Creative Belgium School has become a growing brand in the hearts of students and future professionals, thanks to our community of creatives who serve as mentors. We are eagerly anticipating the first Graduation Night of the Creative Belgium School.
Q>How do you ensure relevance and support for your members?
Amber van Elk> We strive to be more than just a visible entity. Behind the scenes, our team is dedicated to meeting the needs of our members, creating relevance, generating employment opportunities for exceptional talent, and fostering an inclusive industry.
Q>Any final thoughts?
Isabel Van den Broeck> I am incredibly grateful for our loyal fanbase and, of course, the Creative Belgium team. I must acknowledge Amber, sitting next to me, for her invaluable contributions, as well as our internal team, board members, and everyone who collaborates with us including freelancers and mentors. We couldn't have done this without them. That’s for sure.
