towards creative europe tartu march 2012. kea’s contribution to cci policies measuring culture as...
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Towards Creative Europe
Tartu
March 2012
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KEA’s contribution to CCI policies
• Measuring culture as a source of economic growth (2006 Economy of Culture in Europe)
• Establishing Culture as Source of innovation (Culture based creativity -2010).
• Supporting International Trade (EUCTP)
• Supporting cities and regions CCI policies– Valuing impact of policy measures for CCIs (CREA-RE)– Advising European Parliament on EC structural fund policy
(2014-2020)– Establishing winning ECIA consortium (DG ENT)– Mons Capital of Culture.
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CORE ARTS FIELDS
CULTURAL INDUSTRIES
CREATIVE INDUSTRIES AND ACTIVITIES
RELATED SECTORS
Visual Arts
Heritage
Performing Arts Books and Press
Television and RadioMusic
Video Games
Film and Video
Advertising
Architecture
Design
Consumer Electronics
Telecommu-nications
Industrial Design
Software
Tourism
Education
Fashion Design
User Generated Content
Luxury brands
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ECONOMIC CONTRIBUTION OF THE ECONOMY OF CULTURE IN EUROPE
In 2004 5.8 million people worked in the sector, equivalent to 3.1% of total employed population in EU25. Total employment in the EU decreased in 2002-2004, employment in the sector increased (+1.85%).
EMPLOYMENT
The sector’s growth in 1999-2003 was 12.3% higher than the growth of the general economy.
CONTRIBUTION TO EU GROWTH
The sector contributed to 2.6% of EU GDP in 2003· Real estate activities accounted for 2.1%· The food, beverage and tobacco manufacturing sector accounted for 1.9% · The textile industry accounted for 0.5%· The chemicals, rubber and plastic products industry accounted for 2.3%
VALUE ADDED TO EU GDP
The sector turned over more than €654 billion in 2003• Car manufacturing industry was € 271 billion in 2001.• ICT manufacturers was € 541 billion in 2003 (EU-15 figures)
TURNOVER
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Comparison with the other sectors of the economy
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
Cultural & Creative Sector
Real Estate Food, beverages, tobacco
manufacturing
Textile industry Chemical, rubber and plastic products
Value Added to EU GDP
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Creative Industries in Germany
Source: Cultural and creative industries: Growth Potential in Specific Segments, Deutsche Bank Research, April 29, 2011, p. 2.
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Creative Industries in Germany
Source: Culture and Creative Industries in Germany 2009, Monitoring Report 2010, BMWI, p. 8.
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“Not everything that counts can be measured, and not everything that can be measured
counts.”
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Sempé
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The Components of Culture-based Creativity
ARTISTIC SKILLS
(expertise)
LATERAL THINKING SKILLS
A CONDUCIVE ENVIRONMENT
CREATIVITY
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Creativity – Multi-dimensional
Creativity” is defined as a cross-sector and multidisciplinary way, mixing elements of “artistic creativity”, “economic innovation” as well as
“technological innovation.”
Economic creativity
Cultural creativity
Scientific creativity
Technological creativity
A process of interactions and spill-over effects between different innovative processes
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Aw
are
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ss
-ra
isin
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Policy Learning Platform
+ ECIAP.
Info
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tion
servic
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Concrete action I
Public-private partnerships on
vouchers for innovation
support
• + Innova creativity
• 4CNW• Vinci
• FAD-INS
Concrete action II
Public-private partnerships on
access to finance
• C-I factor• FAME
Concrete action III
Public-private partnerships on
cluster excellence & cooperation
• ECCL• Cluster 2020
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Typology of Culture-based Investment Support
• Cultural skills, education, training
• Cultural heritage and Craft
• Urban regeneration and social cohesion
• Artistic projects and activities
• Cultural and Creative Entrepreneurship/Industries
• Culture-based innovation, which refers to projects/processes with culture/Art as a source of innovation.
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Aw
are
ne
ss
-ra
isin
g
Policy Learning Platform
+ ECIAP.
Info
rma
tion
servic
e an
d g
uid
an
ce
)
Concrete action I
Public-private partnerships on
vouchers for innovation
support
• + Innova creativity
• 4CNW• Vinci
• FAD-INS
Concrete action II
Public-private partnerships on
access to finance
• C-I factor• FAME
Concrete action III
Public-private partnerships on
cluster excellence & cooperation
• ECCL• Cluster 2020
Governance
•N� of beneficiaries
•Ratio between accomplished vs. planned deliverables or actions
•Business/management plan
•Initial mapping of CCIs’ needs
•Stakeholders’ involvement
•Regular evaluations
Categories of support
Benchmarking Raster
Specific Indicators Common Indicators Key Overall Performance Indicators
Foster Infrastructure &
Networking
People, Competences &
Entrepreneurship
Incubation (transversal)
Infrastructure
Networking & Clustering
Competences& Skills
Access to Finance
•Institutional infrastructure for CCIs’ policies•N � of new non-CCIs policy documents having CCIs as a new priority•Budget for CCI in economic development and innovation•Share of public procurement used by CCIs
•N� and quality of networks/clusters created.•N� and quality of new B2B partnerships/contracts developed
•Increase of investments into CCIs•Return On Investment for investors
•N� of businesses able to movefrom ‘incubation’ to ‘dis-incubation’
•Ratio “Surface available” vs“Occupation of surface”•Access to broadband lines/ICT infrastructures and services•N� of businesses established.
•N� of new products/services developed/marketed•Types of advice services provided (on ICT, law, management, etc.)
•Increase in the number of jobs created in CCIs in the city/region
•Growth in the turnover and/or profitability of CCIs in the city/region.
•Growth in the number of creative businesses in the city/region.
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Mons, European Capital of Culture 2015
• Culture investment for local economic devpt
• Evaluation impact of the investment.
• Methodology to measure sustainability of culture investment.
• Partnership with local university for local capacity buidling.
• Data collection for evidence-based policy.
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“Creative people do not get the backing they deserve because you can’t put a figure on creative value”.
Ian Livingston, Creative Director Eidos
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EU support to Creativity and Innovation2007-2013 (in € billion):
Innovation:
FP7: 53 CIP: 3.6Structural Funds: 87
Total: 153.6
Culture based Creativity:
CULTURE: 0.4MEDIA: 0.7Structural Funds: 6
Total : 7.1
Structural Funds: € 347 billion
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A Creativity Policy Objectives
• Encourage imagination and talents at school, in life, in enterprises and public institutions.
• Support the development of a creative economy by integrating creativity in innovation policies.
• Promote social innovation and inclusion through culture.• Brand your city as a creative place.
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A Creative Region Recommendations
• Value culture as an important resource of creativity
• Mainstream culture-based creativity in local policies and programmes to foster innovation (economic and social)
• Re-direct existing financial resources to stimulate creativity (to support non technology innovation)
• Brand the city as THE place to create.
• Question and tailor regulatory and institutional supports to creativity and cultural collaboration – redesign cultural policy
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Conclusions : redefine cultural policy ?
• Show the importance of artistic talents and cultural activities in the process of innovation, in education , in research (break the silos).
• Ensure that innovation policy includes culture-based creativity.
• Develop a narrative on cultural policy that go beyond heritage preservation or tourism.
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Philippe Kern
Founder and CEO
51 Rue du Trône
B -1050 Brussels
+32 2 289 26 00
www.keanet.eu
www.keablog.com
KEA Creative Europe on Linkedin and Facebook
Credits :
Sempé – Le Monde de Sempé (vol1), Edition Denoel
Alan Parker – Making Movies, British Film Institute