The document discusses the needs of the creative industries. It finds that the creative industries contribute significantly to the Danish economy, amounting to 1.1% of value added and creating more jobs than other industries. However, the industries face challenges with internationalization, business development, financing, and intellectual property rights to a greater extent than other sectors. There is also a market failure as the wider economy demands creative services but the creative industries do not provide business support services. To strengthen both the creative industries and their collaboration with other businesses, the document argues that developing both the creative and business skills of those working in the industries is needed.

1. 1
What do the Creative Industries need?
Lena Arndal
CKO – Center for Culturel and Experience Economy, Denmark

2. Purpose of CKO
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Strengthen
innovation in
business through
cooperation with
creative industries
Strengthen the
business skills in
the creative
industries
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2

3. 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
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Source: Growth through Experiences, 2011

4. The Creative Industries = Big Business
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5. …and small… but do they have anything
at all in common?
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6. 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

7. European Competitiveness Report 2010
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Creative occupations
are growing within
and outside the
creative industries,
indicating that
creativity is
spreading to other
sectors.
Source: European Competitiveness Report, 2010

8. European Competitiveness Report 2010
The creative industries are
supporting innovative activities,
encouraging economic growth
and creating new jobs
Source: European Competitiveness Report, 2010
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9. Is it ”simply” design…?
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10. … or celebrity branding?
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11. CASE: DFDS Seaways

12. Product development (plastics)
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13. Marketing, branding (e.g. sound logos)
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14. Reducing complexity – increasing the
meaningful narrative
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15. CASE: Weber – Grilleriet

16. ”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)
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17. 17
Barriers and
opportunities in
the creative
industries

18. Main conclusions from the first part of
the analysis
Surprise! The sector
really exists as a sector!
For the sake of art? Not
really!
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19. 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
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IPR are more often
crucial for the
business than the
rest of the economy

20. Market failure?
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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

21. What is needed?
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22. Anne Black – Creative vs. Business skills
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23. Dangers…
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24. Contact…
lea@cko.dk
www.cko.dk
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