what do the creative industries need?
DESCRIPTION
Lena Arndal on CRINSS 2012 conference in Novi Sad, SerbiaTRANSCRIPT
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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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