Your SlideShare is downloading. ×
The creative economy
The creative economy



 a force for economic growth

 a force for social good
The City



Self-interested

The selfish (self-interested) gene
Management Consultancy



 Negative force

 The reductionist (destructive) gene
The Creative Economy



Positive force

The expressive (expansionist) gene
The City



“No good will come of people who make
         money out of money”.
Michael Moore’s ‘Capitalism: A Love Story’
‘Wall Street: Money never sleeps’
Performance?
‘Expressive value’
The Creative Economy

6.2% UK GDP

growing faster than the economy as a whole

contributing to the overall growth of the e...
The UK Creative Economy

more significant to the UK economy than to any other
economy in the world


the envy of the rest ...
Love and Money
Your Choice


The City?

Management Consultancy?

The creative economy?
‘Creative Britain’

Advertising, architecture, the art and antiques
market, crafts, design, designer fashion, film,
comput...
Core arts


                Cultural industries


                      Creative industries*


*Advertising,           The...
MAD MEN
Advertising Works
30 years of Effectiveness Awards
Re-engineering the brand

        BT Cellnet
Brand Proposition




“A world that revolves around you”
Real World
        (Reality television sponsorship)
Celebrity Big Brother 2 and Big Brother 3 / 4

  games

  text alerts
...
Experiential (beyond advertising)

The O2 Arena customer experience

 priority tickets
 Fast track entry
 Special offers
 ...
Creative




Irish Murdoch   David Puttnam   Ridley Scott   Charles Saatchi
Business and Administration




Adam Crozier (ITV)     Alan Bishop (South Bank)   Mark Lund (COI)




Steve Hilton (No 10)...
Advertising generalists


 subject neutral

 a diagonal thinker

 entrepreneurial spirit
Growth areas for specialists

  PPE

  Social sciences

  Statisticians/econometricians

  Network scientists
The internet reinvents TV
While in leisure
                                mode, more
 While in work mode,
                                elaborate...
The drivers of success

Demand: stimulating creative appetites
Diversity: cognitive plurality
A level playing field: balan...
The IPA can be a gateway to advertising

    http://www.ipa.co.uk/DisplayContent.aspx?
                     ID=1623
Any questions. . .




                     31
Thank you

www.ipa.co.uk
janet@ipa.co.uk




                  32
Upcoming SlideShare
Loading in...5
×

The Creative Economy

821

Published on

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!

Published in: Career, Business, Technology
1 Comment
6 Likes
Statistics
Notes
  • I love these slides! Did you know we’re running a competition on SlideShare to win a 3M PocketProjector MP180? To enter, simply tag your presentation with ‘3MInform’. Head over to our page for more details... and don’t forget to follow us to find out if you get shortlisted!
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
821
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
1
Likes
6
Embeds 0
No embeds

No notes for slide

Transcript of "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 http://www.ipa.co.uk/DisplayContent.aspx? ID=1623
  31. 31. Any questions. . . 31
  32. 32. Thank you www.ipa.co.uk janet@ipa.co.uk 32

×