what do the creative industries need?

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What do the Creative Industries need?

Lena Arndal

CKO – Center for Culturel and Experience Economy, Denmark

Purpose of CKO

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Strengthen innovation in

business through cooperation with

creative industries

Strengthen the business skills in

the creative industries

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Creative Industries and the wider Economy

The Creative Industries amounted to app.

of the value added in Denmark

or totally 108 billion DKK per year

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Source: Growth through Experiences, 2011

The Creative Industries = Big Business

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…and small… but do they have anythingat all in common?

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1.1%

0.6%

0.8 %

0.6 %

Creative industries

More jobs are created in the creativeindustries than other industries

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1.0 %

0.4 %

0.2 %

1.2 %

Otherindustries Source: Growth through

Experiences, 2011

European Competitiveness Report 2010

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Creative occupations are growing within and outside the creative industries, indicating that creativity is spreading to other sectors.

Source: European Competitiveness Report, 2010

European Competitiveness Report 2010

The creative industries are supporting innovative activities,

encouraging economic growth and creating new jobs

Source: European Competitiveness Report, 2010

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Is it ”simply” design…?

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… or celebrity branding?

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CASE: DFDS Seaways

Product development (plastics)

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Marketing, branding (e.g. sound logos)

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Reducing complexity – increasing the meaningful narrative

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CASE: Weber – Grilleriet

”Translater”

Spill-over or creativity-driven innovation

Company Creative”company”

Challenge(growth related)

Project or collaboration

Growth (for the company)

Growth(for the creative)

Knowledge (results and

methods)

Solution(creative

competencies)

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Barriers and opportunities in the creative industries

Main conclusions from the first part of the analysis

Surprise! The sectorreally exists as a sector!

For the sake of art? Not really!

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More results…

Stronger ambitions on internationalisation

than the rest of the economy

Business development and

financing aregreater challengesthan the rest of the

economy19

IPR are more oftencrucial for the

business than the rest of the economy

Market failure?

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The rest of the economy

The creativeindustries

Close to 5% of of the

companies from the ”rest of the economy” are

actually buyingcreativeservices

Close to 50% of the companieshave a demand

for creativeservices for e.g. differentiation,

innovation, sales

Close to 50% of the creativecompanies

demand adviceon business

development, financing, sales,

management and IPR

Close to 5% of the creativecompaniesactually use

these services

What is needed?

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Anne Black – Creative vs. Business skills

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Dangers…

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Contact…

lea@cko.dk

www.cko.dk

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