Prior to joining Creativity, van Bakel was the U.S. correspondent (and one-time editor) of BLAD magazine, an award-winning Dutch bimonthly that focuses on creative issues in print advertising and publishing. Van Bakel's freelance work has been published in Wired, Rolling Stone, Playboy and The New York Times Magazine.
"Given his background in advertising and his work on a design-driven book like BLAD, we felt Rogier was the perfect fit for Creativity," says Klein. "He's got a lot of great ideas, and we're looking forward to seeing them implemented in the magazine."
Van Bakel is a Dutch native who moved to the U.S. in 1991 after becoming bored with freelance writing in Amsterdam. Upon his arrival, he found himself facing a formidable task. "I'd only written stories in English once or twice," he recalls, "and all of a sudden I found myself knocking on the doors of big-name U.S. magazines, proposing assignments, saying, 'I can do this. Trust me.' "
To his surprise, they did. Wired took a chance on him with a couple of feature stories, and was pleased enough with the results that the magazine's editors offered him a contract.
Van Bakel has a longstanding interest in advertising and media. "I've covered these topics for as long as I can remember," he says, "and at some point I even dabbled in advertising myself, writing direct mail and ads for Dutch agencies, including O&M and GGK. I liked the work, and the money was good, but after a couple of years I had to admit to myself that I'm a good journalist and only a mediocre copywriter."
Van Bakel's arrival at Creativity will bring the magazine an added perspective into the European ad scene, notes John Brice, managing director of Creativity. "He also has a strong understanding of new media and technology, which are key areas of interest for our readers." Adds outgoing editor Anthony Vagnoni, "Rogier has both a goatee and an earring, which I believe qualifies him for this