The added value of creativity

Walter Amerika is an independent strategy expert on socio-economic creativity and creative industries policies. He started his company in 2004 to offer commercial companies, knowledge institutions and governmental organizations a broader overview on how to deal with creative companies and individual talent within the so-called ‘creative industries’. Walter has a clear vision on the added value of creativity and a strong network within the full range of the creative industries.

Working tools

His main working tools are design thinking, scenario sketching and brandbuilding. He advices corporate companies as well as start-ups, cities and regions, government and public organizations on how to incorporate creativity and innovation as management drivers to add social and business value on the short, mid or long term.

Current activities
  • Walter is currently part time director of U Create, the Centre of Expertise of the Dutch Creative Industry that has a focus on the ‘crossover’ with the Healthcare and Wellbeing sector.
  • Strategic brand advisor for an Australia based company.
  • Head of concept for owned labels DesignCodeBlack.com, DesignCodeKids.com, DesignCodeWood.com, DesignCodeSports.com and PhilosophyWines.com
  • Member of the Advisory Board of Dutch Creative Residencies Network
Previous activities
  • Strategic advisor and trailblazer to the board of HKU | University of the Arts Utrecht, for a new and unique Master of Arts course ‘Crossover Creativity’ (creative engineering, applied design and social entrepreneurship).
  • Head of the Market Department of the renowned Design Academy Eindhoven
  • Member of the core team of CI NEXT (a Dutch national research and development program for business innovation of the Creative industries).
  • Chairman and Creative Director of the Amsterdam based FHV/BBDO Marketing Communication Group, working for corporate clients like Albert Heijn, Schiphol Airport, Heineken, Grolsch, Douwe Egberts/Sara Lee and Pepsi Cola.
  • Chairman of Creative Board of Creative Cities Amsterdam Area
  • Chairman of NGO Dutch Design in Development,
  • Industry Advisory Boardmember of EU program Custom Fit on Rapid Manufacturing,
  • Chairman of the Doors of Perception Foundation
  • Chairman of the Dutch Art Directors Club.