Walter Amerika has shifted his practice from almost 20 years promoting clients like Vodafone, PepsiCo, and Schipol Airport to now promoting the act of creativity itself. In his post as head of the Market Department of the Design Academy Eindhoven he teaches students the value of creativity through design thinking, brand building, and scenario sketching. He believes that the new office model that will define how we work and produce ideas and products will emerge partly from Amsterdam and the surrounding region. As chairman of the Creative Board of Creative Cities Amsterdam Area and interim chairman of Dutch Design in Development he is uniquely positioned to help pioneer this new model. His current aspirations center around the creation of the Creative Industry Sofa, a pseudo-bank for supporting and financing the creative industries.
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