AMARU Presents a Whitepaper on the Future of Creativity and Brands

Today cultural intelligence agency AMARU is releasing its inaugural whitepaper. In order to better understand where our fast moving society is heading, AMARU conducted research into tech and culture from both macro and micro perspectives. This resulted in the agency's first whitepaper, titled: CULTURE + CHAOS + COMMUNITY. 

In this whitepaper, AMARU argues that most of the current challenges for the creative industry are connected to reproducing structures of the past while trying to keep up with the present for brands that are looking to stay relevant in the future. As a result, both the creative industry itself - as well as the output for the brands they represent - don’t mirror the current social climate on a global scale. Therefore they’re maintaining questionable structures in terms of value, collaboration and creativity in its purest form. 

To offer a fresh perspective on the future of brands and the creative industry, AMARU took a deep dive into two of the key pillars currently driving the evolution of society: culture and technology. Drawing connections between the two offers a philosophy that can move our society forward into a new era of creativity. The era of CULTURE + CHAOS + COMMUNITY.

The content of the whitepaper was presented during the second edition of AMARU’s Culturally Courageous Conversations at Club ACE in Amsterdam. AMARU dived into the very fabric of culture, to unpack consumer shifts through cultural intelligence, in a culturally courageous conversation between thought leaders and decision-makers from community, culture and communications.

The report can be downloaded here.

Special thanks to: Prospect Eleven, Hatem Agina, Maru Asmellash, James Bergwijn, Naomi Brusselman, Andy Corinde, Miranda van Gendt, Ngoc Hoang, Edmund Howard, Jamal Jama, Tisja Janssen, Razeen Khattab, Ayra Kip, Pay Kolmüs, Marvin Koppejan, Misha van de Lande, Tim Lorijn, Naaz Mohammad, Geraldine Moodley, Myles O’Meally, Nadine Ridder, Awura Abena Simpe, Willem Sizoo, Miguel Teixeira, Baba Touré, Shaquille Veldboom, Georgina Vieane.