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IPA highlights Adland’s contribution to successful creative industries

The IPA has highlighted the advertising industry’s contribution to the hugely successful creative industries as outlined in the release of new government data this week (12 January).

15/01/2015

The IPA has highlighted the advertising industry’s contribution to the hugely successful creative industries as outlined in the release of new government data this week (12 January).

The DCMS data reveals that in 2013 the advertising and marketing sector made up 18% of the total jobs in the UK’s creative economy at 482,000. This forms the second biggest sector - after IT, software and computer services - and was up 3.2% from 2011. The data also shows that in 2013 the advertising and marketing sector was responsible for contributing an enormous £10.2bn to the UK economy and that exports of services from the sector increased in 2011 to £2.0bn and again in 2012 to £2.3bn.

Says Janet Hull OBE, Director of Marketing and Reputation Management, IPA: “The IPA continues to bang the drum for advertising as a driver of growth and jobs for the whole sector at the Creative Industries Council, and takes the lead on managing the international website www.thecreativeindustries.co.uk to broadcast industry success worldwide. The IPA also supports UKTI inward investment in brand and adtech, and is joining forces again on an Interactive West Coast mission in November 2015.”

For more information, contact: Janet Hull on janet@ipa.co.uk.

View further details about the data and accompanying survey from the following Creative Industries press release:

Creative Industries optimistic for 2015

The UK creative industries entered 2015 in upbeat mood after enjoying economic growth and increased government recognition in the previous 12 months.

  • UK creative organisations aim to build on successes of 2014
  • Sector leaders welcome digitisation, tax changes and educational initiatives
  • Manchester, Bristol and Brighton identified as high growth creative cities
  • Export and inward investment prospects for creative businesses highlighted in US, China, Brazil and Japan

Industry leaders see new opportunities in increased digitisation, changes to UK tax and investment rules and educational schemes such as the planned National College for the Creative and Cultural Industries.

They believe these developments reflect the increasingly high profile of the creative industries which are creating new jobs at a much faster rate than the rest of the economy.

Their views are expressed in an exclusive survey conducted by the www.thecreativeindustries.co.uk, the website created by a partnership of industry and government. Read their comments here.

The survey results are being published to coincide with the release of new government data on the creative industries and activity by the Department for Culture, Media and Sport to celebrate UK creativity at the start of 2015.

The survey asked selected industry and government figures to name the highlights of 2014 for the creative industries and predict key factors affecting creative organisations in the next 12 months.

The most regularly-cited positive move was the extension of tax relief from high-end TV, animation and film to include videogames and live action children’s TV which is expected to encourage investment in indigenous games and entertainment content.

Another highlight was the launch of ‘Create UK’, a unified, long-term growth plan for the creative industries which prioritised shared areas of importance such as intellectual property, education and access to finance.

Manchester, Bristol and Brighton were chosen as the UK cities outside London with the best future growth prospects in the creative industries (see chart).

graph1 - creative industries

Fig 1: Survey respondents were asked: which three UK cities, excluding London, do you think have the most opportunity for growth in the creative industries?

Internationally, the US, China, Brazil and Japan were named as potential areas for increased trading by UK creative exporters.

Ed Vaizey, Minister for Culture and Digital Industries, said: “Our music, film and video games continue to take the world by storm. We can surely look to 2015 with the expectation of even greater things to come. ”

Matthew Fell, Director for Competitive Markets at the CBI, said: “Sales to south east Asia, India and China are increasing exponentially. As the middle classes in these markets continue to grow and increase expenditure on culture, leisure and entertainment, the UK’s creative industries have the opportunity to flourish.”

Respondents however believe London faces competition as the world’s creative capital from New York, Berlin, Sao Paulo and Paris. 

graph2 - creative industries

Fig 2: Respondents were asked: which three cities outside the UK do you think are the greatest rivals to London as the creative capital of the world?

Other competitor cities cited were Bangkok, Amsterdam and Los Angeles.

For more information, contact: Janet Hull, Director of Marketing and Reputation Management, IPA on janet@ipa.co.uk.

Last updated 15/01/2015


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