What do the Creative Industries need?

Lena Arndal CKO Center for Culturel and Experience Economy, Denmark

Purpose of CKO

Strengthen innovation in business through cooperation with creative industries Strengthen the business skills in the creative industries
2

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
Source: Growth through Experiences, 2011

The Creative Industries = Big Business

and small but do they have anything at all in common?

More jobs are created in the creative industries than other industries
1.2 % 1.0 % 0.8 % 0.6 % 0.4 % 0.2 %

1.1%

0.6%

Creative industries

Other industries

Source: Growth through Experiences, 2011 6

European Competitiveness Report 2010

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

Is it simply design?

 or celebrity branding?

10

CASE: DFDS Seaways

Product development (plastics)

12

Marketing, branding (e.g. sound logos)

13

Reducing complexity increasing the meaningful narrative

14

CASE: Weber Grilleriet

Spill-over or creativity-driven innovation

Company Translater Creative company

Challenge
(growth related)

Solution
(creative competencies)

Project or collaboration

Growth
(for the company)

Knowledge
(results and methods)

Growth
(for the creative)

16

Barriers and opportunities in the creative industries

17

Main conclusions from the first part of the analysis

Surprise! The sector really exists as a sector!

For the sake of art? Not really!

18

More results

Stronger ambitions on internationalisation than the rest of the economy

IPR are more often crucial for the business than the rest of the economy

Business development and financing are greater challenges than the rest of the economy
19

Market failure?
Close to 50% of the companies have a demand for creative services for e.g. differentiation, innovation, sales Close to 50% of the creative companies demand advice on business development, financing, sales, management and IPR

Close to 5% of of the companies from the rest of the economy are actually buying creative services

Close to 5% of the creative companies actually use these services

The rest of the economy

The creative industries

20

What is needed?

21

Anne Black Creative vs. Business skills

22

Dangers

23

Contact

lea@cko.dk www.cko.dk

24