Still struggling trying to build plugin

CRM2013

I am trying to write a plugin in that is fired on 'create' on a custom entity. The only problem I am having is with the lookup. The custom entity has a lookup 'new_licence' to accounts, and I need to get the value from the 'name' field in accounts.

I have tried so many ways and just cannot get the value of account.name into this plugin.

Imports System
Imports System.Collections.Generic
Imports System.Linq
Imports System.Text
Imports Microsoft.Xrm.Sdk
Imports System.ServiceModel
Imports Microsoft.SqlServer
Imports System.IO
Imports CRM2013_Plugins.clsGlobals
Imports Microsoft.Xrm.Sdk.Client
Imports Microsoft.Xrm.Sdk.Messages
Imports Microsoft.Xrm.Sdk.Query

Namespace clsTest
    Public Class clsTest
        Implements IPlugin
        Public Sub Execute(serviceProvider As System.IServiceProvider) Implements Microsoft.Xrm.Sdk.IPlugin.Execute
            Dim context As IPluginExecutionContext = DirectCast(serviceProvider.GetService(GetType(IPluginExecutionContext)), IPluginExecutionContext)
            If context.InputParameters.Contains("Target") AndAlso TypeOf context.InputParameters("Target") Is Entity Then
                Dim entity As Entity = DirectCast(context.InputParameters("Target"), Entity)

                ' Get Old SQL ID
                Dim SQL_Connection As New SqlClient.SqlConnection
                Dim SQL_Command As New SqlClient.SqlCommand
                Dim SQL_Return As String = String.Empty
                SQL_Connection = New SqlClient.SqlConnection(SQLConnectionString)

                Try
                    SQL_Command.CommandType = CommandType.Text
                    SQL_Command.CommandText = "SELECT CAST(NEWID() as VARCHAR(50))"
                    SQL_Command.Connection = SQL_Connection
                    SQL_Connection.Open()
                    SQL_Return = SQL_Command.ExecuteScalar
                Catch ex As Exception
                    Throw New InvalidPluginExecutionException("Error generating SQL GUID - " & ex.Message.ToString)
                Finally
                    SQL_Connection.Close()
                    SQL_Connection.Dispose()
                End Try

                ' test 
                Dim serviceFactory As IOrganizationServiceFactory = DirectCast(serviceProvider.GetService(GetType(IOrganizationServiceFactory)), IOrganizationServiceFactory)
                Dim service As IOrganizationService = Nothing
                service = serviceFactory.CreateOrganizationService(context.UserId)


                Dim req As New RetrieveRequest()
                req.ColumnSet = New ColumnSet(New String() {"name"})
                req.Target = New EntityReference("account", DirectCast(entity.Attributes("new_licence"), EntityReference).Id)
                service.Execute(req)

                Dim TestRtn As String = req.ColumnSet.Columns(0).ToString


                Throw New InvalidPluginExecutionException("TestRtn = " & TestRtn)
                ' end test

            End If
        End Sub
    End Class
End Namespace

Dont ask me .. i dont know