December 6 2022


Culture Choas Community AMARU

Cultural intelligence agency AMARU released 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.

We argue 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, we 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.

A summary of the findings:

  1. The rise of 'culture 3.0': from mass culture to micro-communities.
  2. The necessity to collaborate with 'cultural opinion leaders' to establish authentic connections as a brand.
  3. The 'phygital future': the shift from two-dimensional to three-dimensional storytelling.The need for brands to prioritize cultural value over commercial value to remain relevant.
  4. The need for understanding and co-creating with meta-communities to generate credibility as a brand.
  5. The future of the agency: the meta-agency where creativity serves society.
  6. The future of the agency: the meta-agency where creativity serves societyThe future of the agency: the meta-agency where creativity serves society


  • Strategy Director: Amber Haank
  • Strategy: Jasemen Nassab and Raphael de Jong
  • Art Direction and Design: Alizée Bollen
  • Design: Fèmi Aboh
  • Photography: Fèmi Aboh, Jasmijn van Buytene
  • Photography: Revenna Belfor, Emilio de Haan
  • Managing Director: Leroy Niemel
  • Account Management: Naina Soerjoesing
  • Community Director: Angelo Bromet
  • Editor: Mikel van den Boogaard

A 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.


AMARU is a cultural intelligence agency, based in Amsterdam Southeast, leading the way towards an equal future for all, by building a bridge of true inclusion through culture, community and communication. The methodology of AMARU revolves around two key pillars: ACADEMY and CONSULTANCY. As ACE’s in-house ACADEMY, AMARU educates and places culturally diverse talent within its new breed network and raises awareness through cultural education. The CONSULTANCY pillar focusses on adding value by adding perspective through cultural intelligence, education and strategy.