CULTURE GUIDE
GARETH KURT WARREN // CREATIVE DIRECTION AND SUBCULTURE STRATEGY
Storytelling for spaces that give a city its soul.
Former big agency ACD and award-winning journalist helping independent spaces, brands, and subculture spots build community.
EXPLORE RETAINER TIERSTHE JOURNAL
Just saving these lists here, as my personal notes app
LOCAL INTEL
Where Crate-Diggers Actually Buy Vinyl in Amsterdam
EDITORIAL
Beyond Heineken: 3 Independent Craft Breweries in Amsterdam
CATEGORY EXCLUSIVITY // ONE CLIENT PER SECTOR
High-level creative direction without corporate agency bloat.
TIER 01
THE BLUEPRINT
Strategic Foundation and Narrative Roadmap
€1,500
ONE-OFF DIAGNOSTIC
Best for: Independent spaces needing a clear narrative roadmap before spending money on content.
- Deep local and global competitor review to find your unique market angle.
- 12-month visual guide, brand story pillars, and street-level execution plan.
- 1x Strategy Alignment Session and 1x Final Roadmap Handover.
TIER 02
THE SHADOW DIRECTOR
Executive Mentorship and Staff Upskilling
€2,200 / month
3-MONTH RETAINER
Best for: Venues with an in-house junior, manager, or bartender handling their social media.
- Everything in The Blueprint included.
- Weekly 1-on-1 coaching sessions and content reviews with your team.
- Direct oversight of your monthly content calendar and post edits.
- Fast, simple feedback via WhatsApp and a shared Google Drive folder.
TIER 03
THE DIRECTOR-IN-RESIDENCE
Complete Creative Dominance
€3,500 / month
6-MONTH RETAINER
Best for: Flagship spaces wanting an experienced, in-house Creative Director without agency bloat.
- 1–2 deep-capture sessions per month physically on-site (B-roll and event coverage).
- Full end-to-end execution: brand strategy, asset capture, narrative copywriting, and editing.
- Category Exclusivity Lock: We block out your direct local competitors.
NOT SURE WHICH ONE'S FOR YOU?
Let's grab a coffee (or beer) and have a chat. PS: It's on me.
CREATIVE DIRECTION FROM THE STREET UP
I'm Gareth Warren, an award-winning journalist and former Associate Creative Director at Publicis Groupe with over 15 years of editorial, digital, and social storytelling experience. I bring big-league creative strategy straight to the independent spaces I love, turning raw atmosphere into real community.
Supported and backed by amazing senior creatives, we deliver world-class content direction to the bars, record shops, taprooms, and cultural spaces that give a city its soul, at a fraction of the agency cost. Because why tf not.