1. The Contribution of Culture to Creativity in the EU
and Regional Dimensions of Creativity
AER Breakfast briefing on Creativity and Culture
Brussels, 15 June 2009

2. MAIN TOPICS OF THIS PRESENTATION
Re-introduction of key concepts and findings regarding the cultural and creative industries in Europe
Some background information on European policy developments in relation to the sector
Overview of KEA’s most recent study concerning the contribution of culture to creativity in the European Union
Our thinking concerning the regional dimension of creativity and the cultural and creative industries

3. BACKGROUND AND EU POLICY DEVELOPMENTS

4. CREATIVE INDUSTRIES AND ACTIVITIES User Generated Content
Industrial Design
CREATIVE INDUSTRIES AND ACTIVITIES
Education
Consumer Electronics
CULTURAL INDUSTRIES
Film and Video
Performing Arts
Books and Press
User Generated Content
CORE ARTS FIELDS
Tourism
Advertising
Luxury brands
Visual Arts
Fashion Design
Heritage
Video Games
Television and Radio
Telecommunic-ations
Music
Design
Software
Architecture
RELATED SECTORS

5. ECONOMIC CONTRIBUTION OF THE ECONOMY OF CULTURE IN EUROPE
TURNOVER 
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)
VALUE ADDED TO EU GDP 
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%
CONTRIBUTION TO EU GROWTH 
The sector’s growth in was 12.3% higher than the growth of the general economy.
EMPLOYMENT 
In million people worked in the sector, equivalent to 3.1% of total employed population in EU25. Total employment in the EU decreased in , employment in the sector increased (+1.85%).

6. EU COMPETENCES AND POLICIES IN RELATION TO THE SECTOR
Article 151 of the EC Treaty
The European Agenda for Culture
OMC on creative industries and innovation
Cultural stakeholder platforms (Potential of cultural and creative industries)
Green paper on creative industries (beginning 2010)

7. STUDY ON THE CONTRIBUTION OF CULTURE TO CREATIVITY

8. INTRODUCTION TO THE REPORT
Commissioned by the EC to help inform a currently emerging “creativity strategy” at EU level
to better grasp the notion of creativity as well as the various factors that can stimulate it
to have a better understanding of the contribution of culture to creativity
to better understand the links between factors that stimulate creativity and culture
The study examines these issues in relation to economic and social objectives

9. CULTURE-BASED CREATIVITY
ARTISTIC SKILLS
(TECHNICAL EXPERTISE)
LATERAL THINKING SKILLS
CULTURE-BASED CREATIVITY
A CONDUCIVE ENVIRONMENT

10. HOW CULTURE-BASED CREATIVITY CAN LEAD TO INNOVATION
Features of culture-based creativity that lead to innovation:
Spontaneity
Intuition
Memories
Imagination
Aesthetics
Affect/ Passion
Generated values:
Community
Values
New vision
Differentiation
Intangibles
Disruption

11. CONTRIBUTION OF CULTURE-BASED CREATIVITY TO BUSINESS STATEGIES
Product innovation
Branding Identity, image, values
Human Resources Design Management Artists in residence Leadership
Communication
Creativity 

12. CONTRIBUTION OF CULTURE BASED CREATIVITY TO SOCIAL INNOVATION
Promote social cohesion
Community regeneration
Innovation in public services (health, criminial justice).
Creativity 

13. CASE STUDIES ON SOCIAL INNOVATION

14. CASE STUDIES: HEALTH CARE AND COMMUNITY MEDIA
Case study: Culture à l’hôpital en Rhône-Alpes
Illustrates how a range of arts-based interventions can reform healthcare delivery by putting the patient’s experience at the heart of the hospital process.
Provides evidence of the deep structural and individual impacts the project had.
Case study: Community Media & Regional Development
Shows how community media (CM) – media projects of non-professional members of the community – contributes to local regeneration and social inclusion.
Highlights the specific case of Radio Regen from Manchester and illustrates how it has played an important role in strengthening CM initiatives across the UK

15. CONTRIBUTION OF ART AND CULTURE TO STIMULATE CREATIVITY THROUGH LEARNING
Stimulate divergent thinking
Promote social integration and mobility.
Encourage learning
Learning through Art 

16. CASE STUDY: REGGIO EMILIA (I)

17. CASE STUDY: REGGIO EMILIA (II)
Early childhood education, world-renowned for its pedagogical approach, emphasising creative learning
Focuses on enriching the experience of the child through concentration on their interest and creative expression
Schools have their ‘atelier’, their art studios, where ‘atelieristas’, professional artists, work with the pupils
The key to this approach is that children’s creative activities are taken seriously and reflected upon by teachers

18. BASELINE POLICY RECOMMENDATIONS
Raise awareness about culture as an important resource of creativity
Mainstream culture-based creativity in policies to foster innovation
Re-direct existing financial resources or create new programmes to stimulate creativity
Brand Europe as the place to create
Question and tailor regulatory and institutional frameworks to support creative and cultural collaboration

19. EU SUPPORT TO CREATIVITY AND INNOVATION IN € BILLION (2007 – 2013)
FP7:
CIP:
Structural Funds: 87
Total:
Culture based Creativity:
CULTURE: 0.4
MEDIA:
Structural Funds: ?
Total : less than 3
Structural Funds: € 347 billion

20. TOWARDS BETTER MEASUREMENT: THE EU CREATIVITY INDEX
Human Capital
Institutional Environment
Social Environment
CREATIVITY OUTPUTS
Openness and Diversity
Technology

21. 2. Number of art schools per million population
HUMAN CAPITAL
1. Number of hours dedicated to arts and culture in primary and secondary education
2. Number of art schools per million population
3. Tertiary students by field of education related to culture
4. Cultural employment in total employment
OPENNESS AND DIVERSITY
5. % of population that express tolerant attitudes toward minorities
6.Share of population interested in arts and culture in other European countries
7. Market shares of non-national European film
8. Level of Media Pluralism in European Member States
9. Share of non-nationals in cultural employment
CULTURAL ENVIRONMENT
10. Average annual cultural expenditure per household
11. Percentage of persons participating in cultural activities at least one time in the 12 months
12. Number of public theatre per capita
13. Number of public museums per capita
14. Number of public concert hall
15. Number of cinema screens by countries
REGULATORY INCENTIVES TO CREATE
18. Tax break for artists or people who work in the creative sector
19. VAT rates on books, press, sound recordings, video, film receipts, freelance authors, visual artists
20. Tax incentives concerning donations and sponsoring
21. Direct public expenditure on culture
22. Level of state funding to cinema
23. Level of state funding to public TV
24. Amount of right collected by authors in music per capita
OUTCOMES OF CREATIVITY
25. Values added of creative industries as % of GDP
26. Turnover in music industries per capita
27. Turnover in book industries per capita
28. Turnover in cinema industries per capita
29. Number of feature films produced per year and per capita
30. Number of recordings released per capita
31. Number of books published per year and capita
32. Number of design applications per million population
TECHNOLOGY
16. Broadband penetration rate
17. Percentage of households who have personal computer and video game console at home

22. LOCAL AND REGIONAL DIMENSIONS OF CREATIVITY

23. KEY ISSUES
Culture-based creativity manifests relevance in cities and regions, where it touches on a range of different policy issues (local development, regeneration, social cohesion, integration, etc).
Culture can promote a city’s or region’s uniqueness, their local identity and strengthens social ties in the community.
It is increasingly considered as a key advantage to attract talents and innovative businesses (Richard Florida theory on “Creative Class”)

24. THE LOCAL DIMENSION OF CREATIVITY
Creativity - similarly to innovation - has a specific local dimension
1. The cultural and creative sectors depend on proximity
2. The sectors produce goods linked to cultural and linguistic preferences

25. CREATIVE CLUSTERS
“ A creative cluster includes non-profit enterprises, cultural institutions, arts venues and individual artists alongside the science park and the media centre. Creative clusters are places to live as well as to work, places where cultural products are consumed as well as made. They are open round the clock, for work and play”
Simon Evans, Creative Clusters, 2008

26. KEA RECOMMENDATIONS TO LOCAL AND REGIONAL POLICY MAKERS
Acknowledge the interdisciplinary nature of developing local cultural and creative ecosystems (links to social policy, economic policy, research and innovation, small business, urban planning, education…)
Use bottom-up planning processes, involving creative businesses, citizens, cultural and education institutions, development agencies, etc.
Use an assessment of existing strengths and weaknesses of a region or city as the starting point for strategy planning
Avoid cultural or creative “elitism” – involve all societal stakeholders and communities

27. ECCE INNOVATION
Transnational cooperation Project with eight European major cities
Focus on the development and contribution of creative industries to other industries
Launch of a Network of “Transfer Agents” to facilitate and develop link between the two sides
Development ECCE Innovation Award for best cooperation project
Towards better use of public markets for creative businesses
Launch of creativity voucher for R&D

28. CASES OF GOOD PRACTICE Aalto University (Finland)(
CReATE (
Creative Clusters in Low Density Areas
( HARTER_1%20_2_.pdf)
EICI - the European Interest Group for Creativity and Innovation (

29. PDF files of KEA studies and newsletters available at www.keanet.eu
Thank You
PDF files of KEA studies and newsletters available at
KEA European Affairs
51, rue du Trône Brussels