Serbia Creates is a new way of positioning Serbia locally and internationally in ways that affirm the country’s contemporary characteristics of creativity, innovation, and originality. The Serbia Create concept positively affirms the importance of the creative industries and the knowledge-based economy to Serbia. It addresses how to improve the legal and business environment in order to support innovation and creativity, and it encourages the application of innovative thinking across all levels of society and business. Serbia Creates supports new ways to connect Serbian creatives with their international counterparts, and the marketing of the programme focuses primarily on Creative Ambassadors – exceptional individuals and initiatives that inspire globally through their significant accomplishments. Serbia Creates is part of a wider initiative by RS Prime Minister Ana Brnabić. It was developed by the Council for Creative Industries in direct cooperation with artists and innovators, as well as the creative sector in general.