[Interview] Guillaume Roukhomovsky, Executive Creative Director, GUT Amsterdam

Guillaume Roukhomovsky is GUT Amsterdam’s new Executive Creative Director. He has been part of the agency for several years and recently stepped into this new role. Marketing Report spoke with him about this next chapter.

You recently started as Executive Creative Director at GUT Amsterdam. What was the deciding factor for you to take this step?

It’s all about balancing boldness with results. I want our teams to feel free to experiment and take creative risks, but always with the client’s objectives in mind. For me, the most powerful campaigns are those that live in both culture and commerce.

You’ve worked with big brand names like Johnnie Walker, Heinz and Foodora. What do these partnerships teach you?

Working with brands like Johnnie Walker, Heinz, or Foodora teaches you to go deeper than the brief. It’s about understanding what really keeps them up at night, peeling back the layers of the business problem until you uncover a north star so true and ownable it can guide not just one campaign, but shapes the brand long-term. That’s when creativity stops being a response to a brief and starts becoming a foundation for growth.

You often talk about Amsterdam’s unique creative energy. Can you explain what that means?

For me, Amsterdam is a gateway city. It’s not about a single culture dominating, but about cultures colliding. That means the ideas that come out of here aren’t just innovative for the sake of it, they’re layered, unexpected, and capable of speaking to very different audiences at once. When you have that mix as your input, the work you put out naturally carries a global relevance.

How do you see the role of creativity evolving today?

Creativity used to be about craft alone. Now we’re asked to be business transformers, platform builders, AI specialists. Sometimes all at once. What guides you through that complexity isn’t speed, it’s instinct. Instinct is what tells you which wave to ride, which risk to take, and how to make all these forces work in your favour.

What does success look like for you and GUT Amsterdam?

For me, it’s not just about awards, though of course they’re nice. Success means producing work that feels inevitable in hindsight but completely unexpected in the moment, work that lives in both culture and commerce, and work that drives tangible growth for our clients.

What’s next for GUT Amsterdam under your leadership?

My ambition is to cement GUT Amsterdam as a creative force locally and globally. That means attracting top talent, deepening client partnerships, and producing daring, business-changing ideas. I want this to be a place where the most innovative and impactful work is born. Just as important, I want this to be a place where people enjoy the process, where making the work is as rewarding as the growth it creates.

www.gut.agency

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