MA2017 | Dr. Tom Fleming | The Creative Sector As An Economic Driver / Creative Cities & Regions

tom fleming / creative consultancy
The Creative Sector as an
Economic Driver…

We are the leading international
consultancy for the cultural and creative
economy. We offer strategy and policy
leadership across the creative, cultural
and arts sectors. Through research,
evaluation, collaboration and advocacy,
we are a think and do tank for the
creative economy. We offer technical
expertise, strategic thinking and the tools
to position creativity to the heart of
society.
e: info@tfconsultancy.co.uk
w: tfconsultancy.co.uk
t: tfconsultancy

Nordic Region:
Creative Industries Green
Paper for the Nordic
Countries.
Slovenia, Slovakia, Czech Republic, Bosnia &
Herzegovina, Croatia & Montenegro: Creative
Economy Strategy.
Baltic States:
Creative Mapping &
Strategy in Estonia,
Latvia, Lithuania.
Portugal:
Creative Economy
Strategy for Northern
Portugal, ECOC
Guimarães 2012
UK & Ireland :
A Leading Creative
Economy Consultancy and
Research Company driving
policy at a high level.
Ukraine:
Creative Economy
Mapping Support.
Russia: Creative Cluster Development
and Strategy: Tolgliatti, Perm,
Novosibirsk, Altai, Tula, Arkhangelsk,
Sochi & Moscow.
Mongolia:
Cultural Policy Support.
South Korea:
Creative Economy Strategy Support in Seoul.
Lebannon , Syria and Turkey: Cultural Planning
, Creative Mapping, and Strategy Development.
Nigeria:
Creative Industries Investment
Support.
Brazil: Creativity and Innovation Strategy in
Sergipe & Creative Industries Investment
consultancy in São Paulo.
USA: Creative Economy
Strategic Planning.
Vietnam:
UNESCO expert for cultural industries
development
Ethiopia, Uganda, Tanzania and Kenya:Creative
Industries research and Investment Support.
Spain: Creative
Industries Strategy
support.
Thailand, Myanmar,Indonesia Philippines and
Malaysia: Creative Industries Strategic
Guidance
China:
Creative Economy Strategy Support.
Egypt & Dubai: Creative Cluster
development.
Canada: Online lectures
and workshops at the
University of British
Columbia
.
Australia: Creative and Cultural Visioning and
Strategy.

Creative
Industries?
“…those industries which have their
origin in individual creativity, skill and
talent which have a potential for job and
wealth creation through the generation
and exploitation of intellectual
property”.
(‘Creative Industries Mapping
Document’, DCMS, 1998).
tom fleming / creative consultancy /

UNCTAD – Story of global success
- From 2000–2010, the creative industries
grew annually more than twice that of the
service industries overall and more than
four times that of manufacturing in many
OECD and developing countries
- Export of creative goods and services
reached $260 billion in 2015.
- 3% to 12% of global GDP (depending on
definition)

Diverse Outcomes

Generating
spillovers
- Economy
- Place
- Innovation

Malaysia Value Proposition
Triple bottom line: economic, social
and cultural
 a provider of high value jobs
 a driver for innovation and competitiveness across the economy
 Leveraging key elements of comparative advantage in terms of
rich culture, digital expertise, language, entrepreneurship and in
the design, development, production and consumption of tangible
and intangible assets;
 a key contributor to competitiveness across all economic and
social sectors;

A Creative
Economy
Blueprint
for Klang
Valley
@ Bukit Bintang

Our vision is for Klang Valley to be a top 10
global creative hub by 2027: in the
proportional contribution of creative jobs and
GDP to the overall economy.
Our objective is by 2027 to create 300,000 jobs
in the creative economy and reach a point
where it represents over 10% of GDP.

And why not?

tom fleming / creative consultancy /tom fleming / creative consultancy /

Local
Development
Pathways

“The creative economy is not a single
superhighway, however, but a multitude of
different local trajectories. Many of these
pathways are to be found at the subnational level
– in cities and regions… Notwithstanding the
importance of national-scale policy interventions, it
is clear that the next frontier of knowledge
generation rests on understanding interactions,
specificities and policies at local levels, and how
the creative economy might be practically
promoted in communities, cities and regions.”
UNESCO CREATIVE ECONOMY REPORT 2013, P15

What kind of
economy do we want
(can we have)?

With
creativity
and culture
countering
‘placeless-
ness’

Powered by digital

All about the creative entrepreneur

The Creative Ecosystem

‘The creative city is an ecosystem
favourable to the development of
creativity. A creative city is a city which is
deﬁned by citizenship, cultural openness,
respect, and tolerance, the support of
innovation, initiative and he creation of
activity. This ecosystem attracts creative
people who create a favourable
ecosystem.’
URBACT

“What is needed are not new or
adapted instruments for knowledge
transfer, but something quite
different: the spaces in which
interactions can take place”
(Geoffrey Crossick, A lecture to the
Royal Society of Arts).
Creating Spaces Where Interactions Take Place

“Every moment in business
happens only once. The
next Bill Gates will not build
an operating system, The
next Larry Page or Sergey
Brin wont make a search
engine. And the next Mark
Zuckerberg wont create a
social Network”.

The Policy and Investment Challenge

ve challenges for
SEAN Countries..
A Policy Journey
1998Creative Industries Mapping Study
1998 Creative Industries Task Force
2001 Creative Industries Mapping Study
2007 Creative Industries Programme / Green Paper
2010 Creative Industries Council
2010 Annual data bulletins
2015 Creative Industries Federation launched
2017 Industrial Strategy with Creative Industries as a Priority Sector.

Beware the glossy rhetoric
of the creative economy.

But hey cities change – always somewhere new – Peckham, barking…and
always another local authority looking to support the sector and nurture
it…Swansea, Liverpool – give those examples, nantes, Sheffield, portugla
ones

Imagi-Nation: The
Business of Creativity.
PWC.

tom fleming / creative consutancy /
1.People
2.Place
3.Property
4.Pipes
5.Picture
6.Pounds (Ringgit!)
7.Perception

1. People

.

Balanced, personalized,
playful, enabling learning
- The top ten in demand jobs in 2010
did not exist in 2004 - so what are
‘career pathways’
- The current school age American
will have 10-14 jobs by the time they
are 38 – so what are the coping
mechanisms and literacies?
- Creativity is not (just) the arts – it’s
holistic, integrated and central.

Validation &
aspiration
The idea of a
creative job

Creative
Entrepreneurship

Portfolio
existence

A Holistic Approach?
Horizontal and integrated approaches to creative
entrepreneurship in schools
Enabling Programmes for Creative Entrepreneurship
Teaching
Coordinated Links between business and education
An arts revival in our schools
Toward a Creative Entrepreneurship Curriculum for
Schools
“Singapore's schools have become
global role models, with consistently
high results in international tests.
But now they want to move beyond
this - towards something that
cultivates creativity and what they
term as ''holistic education” .
(Ex-Minister for Education, Heng
Swee Keat).

From schools to Higher Education
to Skills Programmes
Universities impart dynamism and resilience to the
economies of cities
Universities are gateways – connecting globally and
vice versa
Universities are stabilising forces in urban
economies

“A platform for research, higher
education, economic development
and promotion of design and art
projects”
- A creative producer – e.g. the International Design Biennale.
- Creative place-maker – e.g. via ‘Design in the City’
- A collaborative and cross-sector platform: 286 R&D projects
have been supported with more than 150 SMEs involved.
- An average of 3,900 new creative start-ups per year since
2009 and highest rate of entrepreneurs under the age of 30
- Saint-Étienne was nominated as a UNESCO City of Design
in 2010.

How do we nurture the
‘ecosystem’?
How do we collectively identify
opportunities and solutions?
How do we extend the
conversation?
How do big players support the
small players?

Creative partnerships as an
‘insurgent process’(Prof. John Dovey)

2. Place

Cities as hyper-
relevant
Centres of capital, aspirational, tolerant, radical, open.

How open,
enabling and
generous are
your networks &
programmes?

Bootstrap
Dalston, London
Social Enterprise
Mission-driven
Impact-focused
Mix of rents
Cross-art-form
Cross-sector
Production & Consumption.

Cross-sector partnership
and co-investment - converging interests

Productive Elements
Securing a diverse economic
base?
Touch point for the freelance
creative economy?
Affordability and inclusion?
A place for creative practice –
breeding ground for art and
culture?
Ecosystem for innovation, craft,
art and technology?

Spillover Elements
Culture-led regeneration?
Catalyst for cultural tourism,
place-making and brand
development?
Accelerator for ‘knowledge
economy’?

How integrated and connected?

Hanoi Creative City

Makerversity mega-creative spaces, London and Amsterdam

Creative Place-making, King’s Cross

3. Property

- Literacy
- Protection
- Investment
- Promotion
- Distribution

“interdisciplinary innovation results from a creative
tension, or dynamic balance, between the ways in
which boundaries of structured ‘disciplinary’
knowledge are beneficial, and the mechanisms by
which these knowledge structures shift and
change…. transdisciplinarity aims to go a step further
breaking down barriers between institutions”.
University of Cambridge Computer Lab.
“It’s not just about what we think of as the
core creative Industries but the value that
creative, design, and content skills add to
other sectors like health, manufacturing,
and education.”
Professor Andrew Chitty, AHRC Chair of Creative
Economy
Creating Spaces Where Interactions Take Place

4. Pipes

“A world centre of excellence for impact-
driven research, focusing on digital games,
interactive media and the rich space where
they converge…an interdisciplinary centre
employing researchers with background
across sciences, social sciences, arts and
humanities. We work with business,
government, the third sector and the
general public to co-create new forms of
interaction and expression in the future
digital society”.

5. Picture

“Not everything that can be
counted counts and not everything
that counts can be counted”
(Albert Einstein).

Toward a holistic
understanding
of value.

Economic & Social
“We can be proud that British fashion,
architecture, publishing, craft and design, film
and TV, video games and software, museums,
theatre, dance, popular and classical music and
visual arts are internationally recognised as
world class. 1.7 million people work in these
industries. Together they contribute almost
£77bn in value added, equivalent to 5.0% of the
economy….they grew by 9.9% in 2013, higher
than any other sector”.

“(T)he Cultural and Creative Industries are now
recognised as one of the mainsprings of the
British economy and their future sustainability
and growth need to become a priority for the
nation. We must begin to care about, understand
and invest in our cultural and creative assets in
the same way that we value and plan for health,
education and welfare. Too often we have let our
historical advantage in key industries be eroded
by our international competitors. To sustain our
success we need to invest in and support our
world-class Cultural and Creative Industries and
the cultural and creative traditions that feed
them and make them special”.

#CultureMatters
1. Create your story
2. Communicate it to your
audience
3. Connect to build long-term
relationships

6. Pounds
(Ringgit!)

Investment
Readiness

Investor Readiness

7. Perception

The Pull Economy

From Supply
Chains to Value
Webs

So…

What are your priorities?
“Creativity is a fundamental
attribute that underpins all thought
and all learning. Creativity needs to
become 'ordinary’ – a part of the
everyday life of everybody”.
(Anthony Sargent and Katherine Zeserson -
Beginning at the beginning, the creativity gap).

We are the leading international
consultancy for the creative economy.
We offer strategy and policy leadership
across the creative, cultural and arts
sectors. Through research, evaluation,
collaboration and advocacy, we are a
think and do tank for the creative
economy. We offer technical expertise,
strategic thinking and the tools to position
creativity to the heart of society.
e: info@tfconsultancy.co.uk
w: tfconsultancy.co.uk
t: tfconsultancy

MA2017 | Dr. Tom Fleming | The Creative Sector As An Economic Driver / Creative Cities & Regions

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MA2017 | Dr. Tom Fleming | The Creative Sector As An Economic Driver / Creative Cities & Regions