Knowledge & Innovation Agenda

The creative industry strengthens the innovation capacity of the Netherlands. With its innovation and imaginative power, it connects and mobilizes people and gives them faith in the world of tomorrow. The sector is an indispensable link in generating answers to major societal issues and in offering a meaningful interpretation to new technological possibilities.

Society is the creative professional’s playing field. Due to the major transitions that are currently happening in society, the way in which the professional works and collaborates is changing. The role of the creative professional has become more fluid than before. At the same time, more is expected of the rationale behind developed interventions, and the complexity of issues and solutions is increasing. To support the creative professional in this, partnership between the creative industry and knowledge institutes is crucial.

The top sector Creative Industry drafted this Knowledge & Innovation Agenda with the unique skill set of the creative professional and the challenges in society in mind. The agenda lays the foundation for the knowledge and innovation contract, in which government, the knowledge world, top sector and CLICKNL agree on the way in which interpretation will be given to research and innovation within the creative industry.

2019: mission-driven innovation

In 2019 CLICKNL together with other Top Sectors develops four integral Knowledge and Innovation Agendas, each around a theme: Security, Health, Climate and Agriculture. These themes originate from the Mission-driven Innovation Policy of the government. These four IKIAs are separate from the KIA of the Creative Industry. Read more…

Kennis- en Innovatieagenda 2020-2023

KIA 2020-2023

To come up with smart, appropriate and original interventions that tempt people and get them moving, but also to create a world in which those innovations find a breeding ground, new knowledge is constantly needed.

That is why, from January 2020, the new KIA 2020-2023 is in force: a further development of the KIA 2018-2021. With a better picture of current knowledge, the impact of the creative industry and further development of the roadmaps. The new KIA (in Dutch) can be found at the top right of this page, under the downloads.


The knowledge base of the Knowledge and Innovation Agenda is split up into three lines, or roadmaps, that complement each other.

  • Design for Change is aimed at strategies that mobilize people by influencing their behavior. This line is about knowledge around system transitions in which a multitude of actors comes together.
  • The Human Touch specifically looks at the individual’s experience and assignment of meaning. Interests, values and the quality of life of the individual in his/her social environment are central here.
  • Value Creation is aimed more at the creative industry itself and focuses on the new role, responsibility and possibilities assigned to creative professionals.
  • Roadmap

    Design for Change

  • Roadmap

    Value Creation

  • Roadmap

    The Human Touch

By connecting these lines, or roadmaps, to societal challenges and domains, specific research questions arise. This way we link multidisciplinary foundation-laying research and practical applied research.

The KIA is leading for the calls for research (calls for submission of research proposals) focusing on the creative industry and researchers. These calls will be outlined by NWO and SIA in the coming years. This agenda will also be leading for the interpretation of regulations that are interpreted and executed by RVO, for example.

  • Download the KIA

  • The Framework

  • Challenges


The third leg of the R&D framework comprises the application domains. Innovations in the application domains are connected to the knowledge base through societal challenges, so that these innovations can strengthen the knowledge base and vice versa. In doing so, the entire knowledge and innovation circuit, from fundamental to applied research, becomes closed.

These eight domains were chosen because they offer room for the creative industry’s characteristic added value and make the application of the knowledge base possible. They are domains in which the mentioned developments and the task for the creative industry are clearly present. Finally, these domains offer room for connections between sub-sectors of the creative industry, such as fashion, design, architecture and the arts.

  • Image domain cities


  • Domain

    Media & Entertainment

  • Domain


  • image heritage


  • Domain


  • image retail


  • Image domain heritage


  • Domain