Cultural diversity and creativity

Digital agency Twisted Rope has chosen Amsterdam to establish its European headquarters. The company, based in New York, said that Amsterdam has the cultural diversity, multinational population and central location that they were looking for.

“Amsterdam and Twisted Rope both thrive from diversity,” the company said in a press release. Amsterdam has residents from more than 180 countries, and the agency found this multiculturalism appealing, with Twisted Rope's forty employees hailing from ten different countries. “Amsterdam is a tech startup hub,” the company said, “It provides easy access to the rest of Europe.” Twisted Rope, which also has offices in Los Angeles and works with various multinational corporations around the world.

The guidance they received from the Netherlands Foreign Investment Agency (NFIA) convinced Twisted Rope that the Netherlands was the best country for them to be in, and amsterdam inbusiness also made a great case for the city. "amsterdam inbusiness welcomed us, and showed that they wanted us to be there," said the company's president, Greg Norton.

Amsterdam a European creative hub

The Netherlands attracts creative minds from all over the globe, making it one of the world’s most multicultural talent hubs. The country's renowned creative sector is quickly outpacing traditional markets as a global creative industry hotspot. In Amsterdam, Twisted Rope will join leading agencies such as Wieden+Kennedy, Anomaly, 72andSunny, AKQA, Wave Studios, 180 and Frog Design – as well as key players in the gaming industry such as EA and Guerrilla.

Overall, Amsterdam employs 196,000 people in the creative and cultural industries, making it the fourth-largest creative employer in Europe by number of staff. In particular, the Amsterdam advertising industry employs 20,000 people. The city is also Europe’s second-largest centre for software industry employment, with 48,000 staff. Likewise, it enjoys flourishing scenes in the fields of music, TV, app development and gaming.