Creative Industries SECTOR SCOOP

31 January 2022

Need a bitesize summary of some of the top headlines to hit the Creative Industries sector in recent months? Well, look no further…

Around the World

‘A Global Agenda for the Cultural and Creative Industries’ may sound like a bold ambition, nevertheless, it was debated, published and launched at the World Conference Centre Economy in Dubai last month.

Over recent years, economic output and performance of the Creative Industries in the UK has outperformed the wider economy as a whole. The UK remains a place of excellence in terms of talent, innovation and creativity both on our shores and overseas. The true impact of the pandemic to the sector is yet to be assessed and published, yet there is no denying in certain sub-sectors of the industry the effects have been truly significant.

The World Conference in Dubai was a ground-breaking initiative, providing true collaboration with contributors from more than 18 countries. The full report and salient actions can be found here with key highlights being:

  • Creative Education & Skilling
  • Creative Entrepreneurship & Innovation
  • R&D in the Cultural & Creative Industries
  • Environmental Sustainability
  • Creative Cites & Regional Clusters
  • International Co-operation for Governance


Closer to Home

Encouragingly from our perspective and the insights we have from clients and the wider sector, these findings are much in line with the Commercial Pulse survey Fortus implemented throughout the past 18 months in partnership with the Alliance of Independent Agencies (more on this here).

The challenge now rests in ensuring this doesn’t become policy without action for those working across the creative industries, irrespective of location, enabling true change and meaningful, positive impact.

Just as the Global Agenda was being drafted in Dubai, so too were significant changes in representation for the sector in the UK with the launch of Creative UK. This new body is the tangible manifestation of the Creative Industries Federation and Creative England, giving a voice for the sector within government, not least the Department for Culture, Media and Sport. This is seen as essential for so many reasons, and with a host of initiatives released at the time of launch, there are high hopes for the new body.


Pressures on Talent

A common thread from 2021 showing no sign of immediate resolve is one of pressures on employers to address the challenges presented through talent. A study by the UK Commission for Employment and Skills cited the need for in excess of 1.2 additional workers throughout 2022 to meet demand and growth across the sector in the UK. The report also highlighted an apparent lack of diversity within the sector, particularly under-representation of women and those from ethnic minorities. It’s certainly something we’ve seen first-hand with Fortus clients and would urge business owners to consider engaging with Bruce Keir and his Fortus HR team to discuss recruitment, staff engagement, succession and retention strategies.


An Unquenchable Thirst?

One undeniable aspect coming out of nearly two years of intermittent lockdowns and restrictions is a pent-up desire to interact with each other, enjoy new experiences and relish the sheer delight the creative and cultural sector can offer us all.

The opportunities are significant for those business owners coming out of this period with the ambition to work towards the future. It feels safe to say the demand will be there.

AdNews recently wrote about an explosion of creativity, something we’re seeing our clients are leaning towards.

Will 2022 allow us to realise this? Only time will tell, but what cannot be denied is desire and resilience continues to burn strong.


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