Since then, Hoeke has established herself as a leading columnist for outlets like De Volkskrant. Her distinctive voice, characterized by a blend of humor, personal insight, and social critique, has earned her a loyal following. Beyond her solo achievements, Hoeke is part of a dynamic duo with husband Marcel van Roosmalen, a prominent journalist and satirist. Together, they also bring their unique perspectives and humor to the stage, sharing engaging anecdotes and reflections that offer audiences an intimate look at their lives and careers. We sat down with Hoeke to discuss her career and how creativity has helped her face challenges and professional setbacks.&nbsp;<blockquote><h1>“I learned that while creativity is essential, you also have to figure out how to make a living.”</h1></blockquote>&nbsp;Let’s go back to the source: your family. Did you grow up in a creative environment?EH: “My father [Ed. Rob Hoeke] was a boogie-woogie and blues pianist who performed in bars across the country. He taught me that creativity could be a guiding force in life, but he didn’t emphasize material success. My father even had a disdain for money, often telling us that life was all about people, not profits. My mother, however, came from a family of gardeners who commercialized their skills. That mix of pure artistry and entrepreneurial mindset gave me a balanced perspective. I learned that while creativity is essential, you also have to figure out how to make a living.”

What were you like as a child? Did you have any creative outlets?EH: “I was always creating, whether it was drawing, listening to music, or making magazines. One of my favorite memories is producing a satirical women’s magazine with my cousin. We mocked the extravagant makeovers and the caricature-like personas of editors. It was a way to express ourselves and critique societal norms in a playful manner.I also remember charging people 10 cents to visit the little ‘museum’ I had created in my bedroom. To me, creativity was play, but there was always a pragmatic side to it. It was a way to explore the world.”&nbsp;<blockquote><h1>"Writing can be a solitary, often contemplative process. It often brings out a certain melancholic tone."</h1></blockquote>&nbsp;What motivated your choice to study journalism?EH: “I wasn’t entirely sure what I wanted to do. After finishing high school, I considered fields like history or social work. In the end, I followed my best friend, who had decided to study journalism. But I didn’t get in at first and spent a year working odd jobs. Looking back, I didn’t have a clear plan—it was more about exploring options and figuring out what felt right.As a child I loved observing people and creating what in hindsight I’d call satirical content. Those elements definitely carried over into my journalism and columns. Humor and observation are still my primary tools. I enjoy digging into societal trends, finding the absurdities, and presenting them in a way that makes people think and laugh.”

What is your creative process like as a columnist?EH: “Writing can be a solitary, often contemplative process. It often brings out a certain melancholic tone, even if that doesn’t fully reflect my personality. I have to be mindful not to overindulge in that mood because I’m not just about falling leaves, red wine and Nick Cave records. Life is dynamic — sometimes it’s Spring, and sometimes it’s Fall — and in my writing I need to capture that balance.”&nbsp;Do you always have ideas for your columns?EH: “Not always! Like any writer, there are days when I sit behind the computer and think, Now what? It’s natural to hit a creative wall. But I’ve learned to rely on experience to get me through those moments. Sometimes it’s about observing the world around you and finding inspiration in the smallest details.”&nbsp;You’ve decided to pay it forward and teach others, at your kitchen table, to learn how to write. What do you aim to teach?EH: “My workshops focus on the power of words — how small adjustments in tone or phrasing can completely shift the impact of a message. This applies to writing columns, but also to everyday communication. My goal is to help people articulate their thoughts clearly and effectively, whether they’re crafting an article or addressing a personal conflict.”

<blockquote><h1>"When you're knocked down, you learn to get back up — stronger and with a better understanding of your own boundaries.”</h1></blockquote>&nbsp;Speaking of conflict: how did you handle pushback after being fired early in your career?EH: “It was a tough experience and a major blow to my confidence. The public criticism was overwhelming, and I felt very isolated at the time. I went through a period of doubt and second-guessing myself. But I realized that setbacks like these can also be transformative. They force you to confront your vulnerabilities and find strength within yourself. Over time, I rebuilt my career, starting fresh as a freelance columnist, and I’m stronger for it.”&nbsp;We spoke to other creatives, including Erik Kessels, who at some point in their career have met with public scrutiny of their work. How has that experience effect your create process? If at all?EH: There was a time when public criticism, particularly on social media, was overwhelming. It made me cautious in my creative process, which I regret. But those experiences taught me resilience. When you're knocked down, you learn to get back up —stronger and with a better understanding of your own boundaries.”&nbsp;Has becoming a parent also influenced your perspective?EH: “Parenthood changes everything. It alters your perspective on problems, your sense of responsibility, and even your creative output. Raising children also emphasizes the importance of communication. I firmly believe that language is a tool not just for self-expression but for fostering understanding, whether with your family or the world.”&nbsp;<blockquote><h1>“My workshops focus on the power of words — how small adjustments in tone or phrasing can completely shift the impact of a message.”</h1></blockquote>

<blockquote><h1>"Don’t aim for perfection right away. Writing is a process, and mistakes are part of it."</h1></blockquote>&nbsp;Your husband, Marcel, is also a writer and columnists and you both write about your lives together: does that ever influence your relationship or the family dynamic?EH: “It’s definitely a juggling act! We both draw from our lives for inspiration, so there’s sometimes a playful negotiation over who gets to write about a shared experience. But it’s also rewarding. We understand each other’s creative process and the ups and downs that come with it. There’s a shared empathy for deadlines, writer’s block, and the vulnerability of putting your thoughts out into the world.”&nbsp;In recent years, your husband has become something of a media darling. How has that shaped your relationship?EH: “It’s been a unique journey. Early on in our relationship, I was the one with a more public presence, while Marcel was quietly honing his craft, working tirelessly in his small attic office. Success came later for him, and I couldn’t be prouder. Watching his talent finally get the recognition it deserves has been wonderful. But fame doesn’t define our dynamic — it’s our mutual respect for each other’s work and the ability to celebrate each other’s wins that matter most.”&nbsp;Finally, what advice would you give to aspiring writers?EV: “Don’t aim for perfection right away. Writing is a process, and mistakes are part of it. Learn to find joy in experimenting and revising. Also, stay curious — about people, about the world, and about yourself. That curiosity will fuel your creativity and keep you inspired.”&nbsp;<blockquote><h1>“Stay curious — about people, about the world, and about yourself. That curiosity will fuel your creativity and keep you inspired.”</h1></blockquote>

In yet another career-changing move, Eva Hoeke has started publishing her columns directly on her platform. This decision allows her to maintain creative independence while offering fresh content and insights outside of traditional media outlets. Explore her latest work <a href="https://petjeaf.com/evahoeke">here</a>.

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Dutch journalist Eva Hoeke is known for her sharp wit, candid commentary, and an uncanny ability to navigate the highs and lows of a career in the media spotlights. She first rose to fame as editor-in-chief of the lifestyle magazine Jackie. Her tenure there became a pivotal moment when she was forces to resign in 2011 following a controversy over a racially insensitive remark about pop icon Rihanna. Demonstrating accountability and resilience, Hoeke turned the experience into an opportunity to refocus her career.

 JOURNALIST EVA HOEKE ON CREATIVITY, CAREER INSIGHTS, AND RESILIENCE

It's the number one question we ask all our interviewees, and it's an important one: What is creativity?&nbsp;SS: "That's a question I explore at the outset of my book. Creativity is a multifaceted and ever-evolving concept shaped by cultural, emotional, and intellectual elements. It's a snapshot of our capacity to reimagine the world around us, demonstrating that creativity is not the domain of any individual but a universal trait we all share. In my view, creativity involves finding unexpected connections between previously unlinked concepts, leading to new meanings and experiences. This dynamism fuels innovation across music, art, design, and writing, challenging our assumptions and the context in which we view creativity.&nbsp;&nbsp;<blockquote><h1>“Take people like Einstein, Elon Musk, and even Kim Kardashian— &nbsp;three people who are very different from one another, and their creativity demonstrates the diverse nature of creative expression.”&nbsp;</h1></blockquote>&nbsp;Take people like Einstein, Elon Musk, and even Kim Kardashian—each creative in a distinct area. Einstein revolutionized our understanding of physics. Musk is the kind of nutty professor who redefined automotive and space exploration, and Kardashian has mastered the art of personal branding and business. Sure, she smartly uses her looks to run her business, but she is an entrepreneur who has successfully launched several companies and is constantly coming up with ideas. Whether it's in the metaverse or a skin product, she keeps reinventing herself and the market; creativity is an essential part of that. So here we have three people who are very different from one another, and their creativity demonstrates the diverse nature of creative expression.&nbsp;As I went into dialogue with AI, it reminded me that creativity is the ability to embrace mistakes and see them as opportunities for lateral thinking and innovation. This perspective is crucial, especially in a world increasingly influenced by AI, where the 'human aspect' of creativity becomes more challenging to define."

<blockquote><h1>"AI is not just another tool; it's a revolutionary way to augment our creative abilities, offering new methods to refine our ideas and bring them to life in ways we've yet to explore fully."</h1></blockquote>

How do you view the rise of AI and its potential for or threat to creatives?&nbsp;SS: "As creatives, how we view AI—whether as a potential threat or partner for innovation—largely depends on our familiarity and comfort with it. History shows us that every technological advance, from the radio to Google, initially sparked fear because it was unknown and represented change. Yet, these innovations eventually became part of our daily lives, enhancing our ability to communicate and create.&nbsp;I firmly believe that approaching AI with optimism rather than fear opens up possibilities. AI is not just another tool; it's a revolutionary way to augment our creative abilities, offering new methods to refine our ideas and bring them to life in ways we've yet to explore fully. For those of us in creative professions, staying curious and open-minded about AI allows us to push the boundaries of what's possible in art, design, storytelling, and beyond.&nbsp;One fascinating aspect of integrating AI into our creative processes is the potential enhancement of our emotional intelligence. By leveraging AI, we might gain deeper insights into human emotions, enabling us to craft content that resonates more personally. Imagine movies that feel tailor-made for each viewer, not just through a scene or dialogue but in their entirety. This level of personalization in storytelling could redefine our connection with the media.&nbsp;In essence, we stand at the dawn of a new era in creativity, one where AI can help us better understand our audiences, create more impactful content, and explore new dimensions of emotional engagement. This journey is about discovery, and it's a fascinating time to be a creative professional."

<blockquote><h1>“The rapid advancement of technology, particularly in design, has fundamentally shaken the foundations of traditional creative work.”</h1></blockquote>&nbsp;Why write this book?&nbsp;SS: "This is my third book. My first, 'Read Nothing in Here,' was a playful yet profound look at understanding creativity by tackling 21 misconceptions designed to make creativity less intimidating. My second book was a sort of workbook, providing practical exercises to nurture creative skills.&nbsp;With this latest project, my third book, I delve into the complexities of creativity in the modern world. It's born from a growing curiosity about how creativity intersects with societal issues like bias and the evolving business models in the creative industry. The rapid advancement of technology, particularly in design, has fundamentally shaken the foundations of traditional creative work. My book aims to spark a critical conversation about these shifts, questioning how we define authorship, value creativity, and adapt our business practices in response to these changes.&nbsp;Writing this book was an opportunity to address the pressing questions that have intrigued me throughout my career. It's a culmination of my experiences and reflections intended to engage and challenge the creative community and beyond."

As AI rises, many worry about the future of creative professions like copywriting. What's your take?&nbsp;SS: "There's definitely a future. I see copywriters, for instance, turning into emotional intelligence writers. And designers into emotional design specialists. The titles don't matter, but the shifts in focus really do.The thing is, AI can automate basic writing tasks, but it lacks our depth in understanding and conveying human emotions. Our ability to distinguish and appreciate genuine human creativity will only grow, making our role irreplaceable."&nbsp;&nbsp;<blockquote><h1>“It's funny that AI reminded me that the beauty of human creativity is the ability to make and embrace mistakes.”</h1></blockquote>&nbsp;That's an interesting perspective. How do you see us staying relevant in this AI-influenced landscape?&nbsp;SS: "The key lies in partnering with AI, rather than seeing it as a replacement. AI can handle predictable tasks, freeing us to focus on creativity and emotional depth—areas where AI falls short. It's about using these technologies to push our creative boundaries and stay unpredictable. By challenging ourselves and staying curious, we can ensure our place in the industry. It's about adapting to AI and evolving with it to enhance our work.&nbsp;We also have to redefine what we're good at. It's funny that AI reminded me that the beauty of human creativity is the ability to make and embrace mistakes. AI is essentially built to be right; this is where we can thrive with our ideas.It's crucial for creatives to actively engage with their craft beyond professional briefings. Experimentation, personal projects, and constant learning are essential. As AI becomes more integrated into our tools, distinguishing our human creativity becomes even more vital. We must embrace AI as a partner without letting it dictate our creative expression."&nbsp;<blockquote><h1>“The key lies in partnering with AI, rather than seeing it as a replacement. AI can handle predictable tasks, freeing us to focus on creativity and emotional depth—areas where AI falls short.”</h1></blockquote>

There's a noticeable trend towards authenticity over algorithmically driven content. Companies choose to express their unique voice rather than optimize for social media. How sustainable is this approach?&nbsp;SS: "Choosing authenticity is not just ethically sound; it's a long-term strategy for differentiation and connection with audiences. While not every company can afford to ignore algorithmic trends, those that do often find a more engaged and loyal audience. The challenge is balancing business objectives with creative integrity.Imagine that in a year, more than half of all media is made by or with the help of AI: what's going to stand out? Perhaps these human errors (happy little accidents). It's a weird idea, but there's a truth in there."&nbsp;&nbsp;And what about the ethical aspects? As AI creates, where does that leave the originality and ownership of ideas?SS: "Ethics in the age of AI is a complex issue. While AI can replicate styles and ideas, it lacks human creatives' nuanced understanding and originality. The environmental impact of digital creations also raises concerns. We must work towards sustainable practices, respecting intellectual and environmental resources.But we also need to look closer at our own perspective. I, for example, never really considered AI as an author. In one of these chats, it said: ‘You didn’t make this alone; AI made it with you; who is the real author here?' I thought that was mind-boggling. AI then added: ‘ Authorship isn’t less valued, it's going to be more distributed.' I thought it was an interesting notion to consider when we discuss these topics from a human point of view."

<a href="https://www.bispublishers.com/the-new-creatives.html"><img class="image_resized" style="width:25%;" src="https://tioc-cdn.ams3.digitaloceanspaces.com/the_new_creatives_8baf03fd66.webp" alt="the-new-creatives.webp" srcset="https://tioc-cdn.ams3.digitaloceanspaces.com/thumbnail_the_new_creatives_8baf03fd66.webp 135w,https://tioc-cdn.ams3.digitaloceanspaces.com/small_the_new_creatives_8baf03fd66.webp 433w," sizes="100vw"></a>Enjoyed this interview and interested in reading more about AI and creativity?&nbsp;Click on the link below to buy Seema's book from our partner BIS Publishers.TIOC members can buy the book with a 30% discount using the code tioc30<a href="https://www.bispublishers.com/the-new-creatives.html">‘The New Creatives: How AI Changes the Face of the Creative Industry’ by Seema Sharma</a>&nbsp;

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The creative industry is buzzing with talk of AI: will it edge out human creativity, or can we work alongside it? Leading creative director Seema Sharma says it's all about teaming up with tech. In ‘The New Creatives,’ a book Sharma co-wrote with AI, she dives into how AI is shaking up creative work, from the skills we need to have, to how we think about our value. Join us as we chat with Seema about the future of creativity, where humans and machines might make the perfect duo.

Copywriting

JOURNALIST EVA HOEKE ON CREATIVITY, CAREER INSIGHTS, AND RESILIENCE

SEEMA SHARMA: AI & THE CREATIVE INDUSTRY

Copywriting

JOURNALIST EVA HOEKE ON CREATIVITY, CAREER INSIGHTS, AND RESILIENCE

SEEMA SHARMA: AI & THE CREATIVE INDUSTRY

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