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What do the Creative Industries need?
 

What do the Creative Industries need?

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Lena Arndal on CRINSS 2012 conference in Novi Sad, Serbia

Lena Arndal on CRINSS 2012 conference in Novi Sad, Serbia

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    What do the Creative Industries need? What do the Creative Industries need? Presentation Transcript

    • 1 What do the Creative Industries need? Lena Arndal CKO – Center for Culturel and Experience Economy, Denmark
    • Purpose of CKO 2 Strengthen innovation in business through cooperation with creative industries Strengthen the business skills in the creative industries 1 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 3 Source: Growth through Experiences, 2011
    • The Creative Industries = Big Business 4
    • …and small… but do they have anything at all in common? 5
    • 1.1% 0.6% 0.8 % 0.6 % Creative industries More jobs are created in the creative industries than other industries 6 1.0 % 0.4 % 0.2 % 1.2 % Other industries Source: Growth through Experiences, 2011
    • European Competitiveness Report 2010 7 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 8
    • Is it ”simply” design…? 9
    • … 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
    • ”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) 16
    • 17 Barriers and opportunities in the creative industries
    • 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 Business development and financing are greater challenges than the rest of the economy 19 IPR are more often crucial for the business than the rest of the economy
    • Market failure? 20 The rest of the economy The creative industries Close to 5% of of the companies from the ”rest of the economy” are actually buying creative services 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 the creative companies actually use these services
    • What is needed? 21
    • Anne Black – Creative vs. Business skills 22
    • Dangers… 23
    • Contact… lea@cko.dk www.cko.dk 24