The Creative Economy


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When it comes to graduate recruitment, the IPA's particular bugbears are the City and Management Consultancy. They have the money and the clout to hold big 'loud' events at all the best universities, so they have the biggest visibility by far. So it's not surpising that the creative industries feel they may be losing out on some of the best talent, simply because they aren't on the radar, and aren't being heard. It's particularly frustrating, of course, for the ad industry, within the creative economy, who know a thing or two about communications and, in particular, how share of voice drives share of market!

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The Creative Economy

  1. 1. The creative economy
  2. 2. The creative economy a force for economic growth a force for social good
  3. 3. The City Self-interested The selfish (self-interested) gene
  4. 4. Management Consultancy Negative force The reductionist (destructive) gene
  5. 5. The Creative Economy Positive force The expressive (expansionist) gene
  6. 6. The City “No good will come of people who make money out of money”.
  7. 7. Michael Moore’s ‘Capitalism: A Love Story’
  8. 8. ‘Wall Street: Money never sleeps’
  9. 9. Performance?
  10. 10. ‘Expressive value’
  11. 11. The Creative Economy 6.2% UK GDP growing faster than the economy as a whole contributing to the overall growth of the economy 1/3 of new jobs in London
  12. 12. The UK Creative Economy more significant to the UK economy than to any other economy in the world the envy of the rest of the world in terms of scope/scale/unrivalled creativity and quality
  13. 13. Love and Money
  14. 14. Your Choice The City? Management Consultancy? The creative economy?
  15. 15. ‘Creative Britain’ Advertising, architecture, the art and antiques market, crafts, design, designer fashion, film, computer games, music, the performing arts, publishing, software and computer services, television and radio 15
  16. 16. Core arts Cultural industries Creative industries* *Advertising, The rest of the economy architecture and design 16
  17. 17. MAD MEN
  18. 18. Advertising Works 30 years of Effectiveness Awards
  19. 19. Re-engineering the brand BT Cellnet
  20. 20. Brand Proposition “A world that revolves around you”
  21. 21. Real World (Reality television sponsorship) Celebrity Big Brother 2 and Big Brother 3 / 4 games text alerts Text chat room
  22. 22. Experiential (beyond advertising) The O2 Arena customer experience priority tickets Fast track entry Special offers Access to exclusive zone (Blueroom Bar and O Lounge)
  23. 23. Creative Irish Murdoch David Puttnam Ridley Scott Charles Saatchi
  24. 24. Business and Administration Adam Crozier (ITV) Alan Bishop (South Bank) Mark Lund (COI) Steve Hilton (No 10) David Wheldon (Vodafone) Richard Reed (Innocent)
  25. 25. Advertising generalists subject neutral a diagonal thinker entrepreneurial spirit
  26. 26. Growth areas for specialists PPE Social sciences Statisticians/econometricians Network scientists
  27. 27. The internet reinvents TV
  28. 28. While in leisure mode, more While in work mode, elaborate forms of short sharp messages branded entertainment Source: IPA/Future Foundation 28
  29. 29. The drivers of success Demand: stimulating creative appetites Diversity: cognitive plurality A level playing field: balancing competing imperatives Education and skills: ensuring balance and appropriate supply Networks: harnessing capacity and brokerage Intellectual property: copyrighting expressive value in a digital world Building business capacity: scaling up SMEs to sustainability Public architecture: crowding in creativity
  30. 30. The IPA can be a gateway to advertising ID=1623
  31. 31. Any questions. . . 31
  32. 32. Thank you 32