1、PUTTING THE UKS CREATIVE INDUSTRIES CENTRE STAGEAn international strategy for the Creative Industries 20222025CREATIVE INDUSTRIES TRADE&INVESTMENT BOARDDecember 2022Department for International Trade Made in the UK,Sold to the World,November 2021Letter from the ChairAbout CITIBOur approachThe CITIB

2、three yearstrategyGrowing exports from across the UKUnlocking the opportunity for inward investment Sharing data and market insightsOur vision for the futureThe boardTable of actionsAppendices04062333437British talent is renowned worldwide,and demand will continue to grow.Whether in telev

3、ision,film,music,design or gaming,the UK is world-leading in this growing sector.Nesi Dojaka,London Fashion Week Shaun James Cox,British Fashion Councilduring the first three years of CITIB,and say thank you to the late Jamal Edwards,who we miss greatly.I thank all CITIB Members for their ongoing co

4、mmitment and for their contribution to the development of this strategy,which we look forward to putting into immediate action.Caroline Rush CBE,Chair of the Creative Industries Trade&Investment BoardOur Creative Industries have been growing faster than twice the rate of the wider UK economy since 2

5、010.In 2019,they were worth more than life sciences,automotive,aerospace and oil and gas combined.In 2020,exports of creative services were worth 41.4 billion,while exports of creative goods stood at 8.9 billion.In 2021,our industry employed 2.3 million people,a 49%increase since 2011.The Department

6、 for International Trades(DIT)report,Made in the UK,Sold to the World,sets out a bold ambition for UK exports to reach 1 trillion by the end of this decade.The UKs Creative Industries lead the world and enjoy a robust reputation for excellence.From film to advertising,music to fashion,British creati

7、ve talent is celebrated across the globe for its unique contribution to international culture.This excellence delivers so much more than soft power;we are an economic force,selling our intellectual LETTER FROM THE CHAIR04property to the world for the benefit of business,the UK as a whole and our glo

8、bal cultural influence.The Creative Industries Trade&Investment Board(CITIB)was established through the Creative Industries Sector Deal in 2018,to help drive exports,trade and investments in the creative industries.We set out to increase exports by 50%by 2023,and were on track to exceed that target

9、before the pandemic hit.Now,four years on,it is time to refresh our goals.This new strategy focuses on returning to pre-pandemic growth rates for exports,increasing inward investment and sharing more data and insights between CITIB sectors and government to power further progress.While we focus on g

10、rowth,we must not fail to address the difficulties businesses are facing due to the pandemic,the UKs exit from the EU,rising inflation,the cost of living crisis and the war in Ukraine.As businesses focus on growth against an increasingly challenging economic outlook,it is essential that CITIB strive

11、s to give access to support to more businesses across the UK.We commit to broaden the reach of our programmes and better communicate how support can be accessed no matter where in the UK you are based,ensuring that diversity and inclusion are at the heart of our work.CITIBs strategy sets out our amb

12、ition to collectively achieve 78 billion in exports by 2030(66 billion services and 12 billion goods).Such an ambitious plan requires a strong and equitable partnership between CITIB and government,focused on alleviating trade barriers to enhance movement of goods,global sales of services,access to

13、skilled labour,the right trade deals,export support programmes and a forward-thinking IP framework.I want to thank my predecessor Annette King for her dedication and hard work British creative talent is celebrated across the globe for its unique contribution tointernational culture.CITIBs strategy s

14、ets out our ambition to collectively achieve 78 billion in exports by 2030(66 billion services and 12 billion goods)CITIB was established in 2018 to help our industry drive exports,trade and investment.It comprises leading figures from across the creative industries,covering all sectors from film an

15、d TV to fashion,music,gaming,advertising,crafts,animation,design,architecture,publishing,arts,theatre and immersive experiences.It also includes the creative industry leads working within the Department for International Trade(DIT)and the Department for Digital,Culture,Media and Sport(DCMS).CITIB is

16、 an industry-led advisory board working alongside the UK government,with the authority to receive insight into government plans and spending and to recommend long-term strategic actions in relation to trade and investment policy.CITIB has worked closely with the Creative Industries Council(CIC)to co

17、ordinate the industrys input and inform the governments upcoming Sector Vision.The Government and CIC are responsible for delivering the Sector Vision,which will be published soon.CITIB members may also be invited to sit on the governments Trade Advisory Groups(TAG),established in 2020 to provide st

18、rategic and technical expertise to DIT as trade negotiations progress at pace.Where there is a role for further advocacy,CITIB will work with government officials.Finally,CITIB works with the GREAT Campaign,utilising the soft power of the Creative Industries to promote UK PLC overseas.As part of thi

19、s strategy,CITIB will work with GREAT to identify relevant Export Ambassadors for specific international trade programmes,advocacy and events.Our core goal of increasing exports,trade and investment requires us to:Inspire and empower new exporters by making resources available to small and medium si

20、zed businesses.Provide strategic guidance to government in order to alleviate trade barriers and target priority markets,providing real time insight across sub-sectors.Increase inward investment into the UKs creative sectors through insights and collaboration.Leverage industry and government network

21、s and partnerships in international markets.Partner with the UK government on government-to-government conversations to build strategic partnerships.Give confidence to businesses that have stopped exporting to re-start that journey.Form a meaningful partnership with government to collaborate on expo

22、rt programmes,policy and global events.ABOUT CITIB06Bring Me he Horizon,Reading Festival James BridleCASE STUDY:UK MUSIC ARTISTS LEAD THE WORLDIn 2021 UK music exports grew by 10%to 2.5 billion.The sector is dedicated to increasing this contribution,with much of the success is down to collaborations

23、 between industry and government.The Music Export Growth Scheme(MEGS)is such a partnership.For almost 10 years,MEGS has supported over 300 UK music export projects.Government investment in the scheme has helped a diversity of genres.The scheme returns 13.45 for every 1 invested.The International Sho

24、wcase Fund(ISF)is another example of a successful partnership,with the aim of providing financial support to UK artists to reach world audiences at international industry showcasing festivals and conferences.In 2021 the biggest selling album in the world was Adeles 30,Ed Sheerans=was the fourth best

25、-selling album and Dua Lipas Future Nostalgia was in sixth place.Exports in the music sector rose in 2021 to 2.5 billion,up 10%on the 2.3 billion figure in 2020.Returning in 2022,the industry and government also work together on the British Music Embassy at SXSW with Wet Leg,one of the breakthrough

26、stars in Austin,Texas.The music industry still has major issues with touring and exporting following exiting the EU.These challenges include difficulties outlined in the recent report of the All-Party Parliamentary Group on Music in association with UK Music,Let the Music Move A New Deal for Touring

27、.Wet Leg Thomas Jackson tynesightphotoThe Royal Institute of British Architects(RIBA)Chartered Architects Practices generated 3 billion for the UK economy in 2021.Whilst below the pre-pandemic high of 3.6 billion in 2019,it remains 700 million higher than in 2015.UK architects put British design at

28、the heart of cities and communities across the world.With a total export value of 535 million,RIBA Chartered Practices are important international players.Although the most significant markets for UK architects are the Middle East,the EU,North America and Asia,UK architects deliver British building

29、designs to every continent.London remains the most significant provider of architectural services in the UK,with 63%of total architectural revenue generated there.It is not only a national hub for architecture but a global one.In 2021 Chartered Practices in London generated 93%of all overseas revenu

30、e.RIBA has worked closely with the British Council on the Open Door project whereby emerging architects and organisations in the UK and China share knowledge and mutual exchange across culture,borders and their industries.Fourteen winning projects were chosen based on their cultural significance and

31、 renovation techniques to attempt to meet net zero.This culminated in a digital exhibition in Shanghai alongside two masterclass events.The New Library,Magdalene College in Cambridge was named as the winner of the 26th RIBA Stirling Prize(pictured).As universities position themselves in a competitiv

32、e marketplace,investment in great buildings and design is essential and is a vital service the UK can export around the world.Sterling Prize,Magdalene College New Library selection Nick KaneCASE STUDY:UK ARCHITECTS PUT BRITISH DESIGN IN CITIES AND COMMUNITIES ACROSS THE WORLDCASE STUDY:ANIMATED UK C

33、REATING NEW WORLDS Animation UK represents studios,production companies,service providers and distributors.Our sector has a global reputation for creative and technical excellence,with a strong focus on creating new worlds and brilliant storytelling.Animated content is highly exportable,transcending

34、 language and cultural barriers.Over 300 studios and production companies are based across the UK,employing more than 15,000 people whose skills are applied across the screen and the broader economy.The UK animation industry is also highly successful in brand,character development,international lice

35、nsing,and ancillary licensed products,including books,toys,clothing,and theme parks.With an estimated value of 1.6 billion,UK-held IP rights can create the export and significant downstream revenue,with massive potential for growth in a global industry valued at 260 billion.The licensed merchandise

36、sales market for the UK animation sector is worth an estimated 250 million annually.Magic Light Pictures Ltd.2009OUR APPROACHAn industry of influence10In 2020,the UKs Creative Industries made up 14.2%of the total UK service sector,an 11.9%increase from 2019.Exports of creative services grew 9.2%over

37、 the same period to reach 41.4 billion in 2020,while exports of creative goods decreased 35%to 8.9 billion.The growth of creative services has continued,but it is unsurprising that there has been a significant decrease in goods exported since 2020 due to the challenges faced by businesses as the UK

38、left the EU and lockdowns were enforced during the Covid-19 pandemic.The UK Creative Industries are one of our countrys greatest assets.A knowledge and IP-led industry comprising everything from big businesses to start-ups,the sector is world-renowned for its innovation,brilliance and disruptive cre

39、ativity.Our heritage,our diversity,Ourfreedom of expression.In 2018,CITIB set out to increase exports by 50%by 2023,and increase the number of businesses exporting,supporting the global Britain agenda.Prior to the pandemic we were on track to exceed those figures,and today we are focused on retainin

40、g pre-pandemic growth levels in the export of services and returning to growth in creative goods,despite macroeconomic and geopolitical challenges.This cross-industry strategy will support the continued success of the UKs thriving Creative Industries.Its success wont sit in isolation,it will play a

41、key part in the upcoming Government/Industry Sector Vision.Our global reputation for creativity is key to Britains soft power,influence and advocacy.According to the Global Soft Power Index published by BrandFinance,the UK is currently ranked second in the world for soft power.It is vital that we ar

42、e not complacent and do not let our global brand diminish:this worldwide reputation encourages other nations to collaborate with the UK on foreign policy,encourages others to visit or live here,and inspires people to buy British goods and services.Excellence in all creative sub-sectors and the frequ

43、ent interplay and collaboration between sectors is one of our strengths.Our leadership position stems from our uniquely British creativity,our heritage,our diversity,our freedom of expression and our creative universities,combined with a culture that embraces innovation while respecting tradition,an

44、d joins up our multicultural communities.The ability of the Creative Industries to constantly innovate expands our contribution to the UKs knowledge economy.Recent years have seen increased public investment from UK Research and Innovation(UKRI)in R&D across the Creative Industries and the CICs Crea

45、tech programme and events are a fantastic showcase,highlighting the close connection between creative and tech business activity with opportunities to innovate and commercialise globally.In 2020,the UKs Creative Industries made up 14.2%of the total UK service sector,an 11.9%increase from 2019CASE ST

46、UDY:BRITISH FASHION HAS A GLOBAL REPUTATION FOR CREATIVITY,QUALITY AND INNOVATIONTrade show support,trade missions and showrooms are essential for fashion businesses to build export markets.The British Fashion Council(BFC)and UK Fashion and Textiles(UKFT)work with DIT to introduce fashion business t

47、o international retailers and develop broader network opportunities with media,agencies,landowners,investors and others within the global fashion community.Exiting the EU has had a measurable impact on fashion businesses due to tariffs,increased cost of logistics,classification of samples,increased

48、paperwork and access to talent.The BFC and UKFT worked with advisors,the Mayor of London and DIT to develop toolkits to support businesses and run workshops,webinars and events to support small businesses as they tap into new export markets tackling issues from tariffs to logistics to IP.The DIT sup

49、port for fashion businesses to access trade shows has never been more important as is the London Fashion Week Guest Programme that ensures international retailers and media are able to attend the event,the leading global fashion week for independent creative fashion businesses.Every 1 spent on the g

50、uest programme delivered an average 93 return in 2022.Griff wearing Simon Rocha,The Fashion Awards 2021 Getty Images,British Fashion CouncilCASE STUDY:THE WORLD IS WATCHING BRITISH TVGlobal sales of British TV programmes returned to growth in 2021/22 after last years pandemic-related decline.Total U

51、K TV exports grew by 6.5%year-on-year to 1,521 million,and by 3%compared with 2019/20 levels.Despite the Covid-19 pandemic affecting production in the UK,producers were able to use their back catalogues to boost sales to compensate lack of filming in early lockdown period.Drama continued to make up

52、the majority of international sales with The Tourist and Vigil among the most popular titles-but did see a small decline from 53%to 46%.Entertainment shows such as Love Island and Masterchef drove an increase from 15%to 24%in the entertainment genre.Once again,the United States was the UKs biggest T

53、V export market last year,generating 509 million and 34%of all exports but declined slightly(11%)compared with its trend defying growth last year.Australia,France,Canada and The Nordics region completed the top five.Library sales(content aged 4+years)continued to be popular overseas with 30%of reven

54、ues,marginally down from 33%in 2020/21 but a clear increase on the previous year(22%in 2019/20).Bridgerton(L to R)Reg-Jean Page as Simon Basset and Phoebe Dynevor as Daphne Bridgerton in episode 102 of Bridgerton Liam Daniel/Netflix 2020Scripted drama remains the key driver of international exports

55、for UK companies and is the source of 46%of all revenue1,521 million 2021/22 UK TV international exportsCASE STUDY:GOOD LUCK TO YOU,LEO GRANDEEmma Thompson stars in this independent British film as Nancy Stokes,a retired school teacher and widow,whos yearning for some adventure.Directed by Sophie Hy

56、de,with Daryl McCormack in the title role,it had its world premiere at the Sundance Film Festival in 2022 and was released in UK cinemas in June the same year.Cornerstone Films,a UK-based international sales company,successfully applied for a grant from the UK Global Screen Fund to boost the sales p

57、otential of the film.The grant was used for publicity,talent attendance at festivals,access to lead distributor campaigns and language tracks.They also worked with the US and UK distributors around their launch to gain access to the talent for press activities,which put the film onto international r

58、adars everywhere.Following the world premiere,the film sold to Searchlight(Hulu)in the US for$7.5 million and Canada.Pre sales included Australia,New Zealand,and key European territories including Germany and France 47 individual countries in total.The UKGSF grant enabled the company to sell to terr

59、itories not initially targeted,including to South Korea and Turkey.The value of sales achieved was nearly a triple of Cornerstones initial estimates.The film also had a successful run at festivals in Berlin,Tribeca,Karlovy Vary and Sydney.Sold to 47 countries worldwideGlobal Box Office as of 4/11/22

60、:$10.1 million (Source:Cornerstone)International audience research commissioned by the British Film Institutes Global Screen Fund found that 66%of people who visited the UK did so due to the popularity of UK Film and TVTHE NEED FOR ACTIONThe British Film Institutes internationalAudience Perception r

61、esearch found that 66%of people who visited the UK did so because of the influence of film and TV.However while our industry success presents great opportunities,there arealso challenges.One of the key issues we have identified is a lack of data across sub-sectors.With stronger,more comparable indus

62、try-wide data and a deeper insight into government data we will be able to better identify emerging trends,attract inward investment and measure return on investment.CITIB can also play a key role in sub-sector knowledge sharing,to both inform strategies and leverage each others networks,platforms a

63、nd resources.There is great untapped potential making it crucial to incentivise and encourage the Creative Industries to take steps towards exporting.Many sectors are still struggling to export,and the UKs exit from the EU has increased trade barriers,deterring some businesses from focusing on expor

64、t growth and leading others to cease to export to the EU completely.In late 2021 DIT delivered its new export strategy,Made in the UK,Sold to the World,with a target of reaching 1 trillion in exports annually by the mid-2030s.To achieve that,the government outlined its strategic approach,driven by:C

65、ITIB will work closely with DIT,DCMS,the Department for Business,Energy&Industrial Strategy,the Foreign,Commonwealth&Development Office,Number 10 and His Majestys Treasury to play a meaningful role in reaching the 1 trillion target.By building a strong partnership between our industry and government

66、,we hope to maximise the Creative Industries export potential.The Export Support Service Programme An expansion of the UK Export Academy A pilot UK Trade Show Programme The Made in the UK,Sold to the World campaign.Research published by the Creative Industries Policy&Evidence Centre(PEC)this year sh

67、ows that a large portion of the Creative Industries that are not currently selling abroad are either planning to export in the next 12 months(19%)or would like to export in the future(22%).In addition,48%of those who are already exporting want to sell more abroad over the next 12 months.1 However,re

68、gional parity is still a long way off as exporters still tend to be concentrated in London and the South East,though regional export exposure is increasing in both the nations and regions,for example Scotland and the North West of England.216WORKING IN PARTNERSHIPResponding specifically to DITs expo

69、rt strategy,we ask for:Dedicated resources to support CITIB in mapping government and industry export support programmes to enable both industry and government to better signpost the resources available to businesses to create efficiencies and increase impact.For example where great industry resourc

70、es exist,with better mapping,these can be signposted through DITs Export Support Service Programme and the UK Export Academy.We will also be able to identify where there are gaps in industry resources.The development of Pacts Export/Growth Accelerator is a great example of where industry programmes

71、can be rolled out to other sub-sectors.Opportunity to inform the development of a future UK Tradeshow Programme which is more aligned with CITIBs needs so that we can fully maximise the creative sectors export potential and contribute to the race to 1 trillion annual export targets.The current pilot

72、 UK Trade Show Programme has proved challenging and may be hindering our export growth potential.We are keen to ensure the learnings are incorporated into its future design,so it can work more effectively for the Creative Industries.Partnership on programmes such as GREAT and Made in the UK,Sold to

73、the World,to coordinate advocacy on behalf of the Creative Industries through events and trade missions.The PEC research found that businesses who export are more likely to access financial support,including innovation funding.We therefore recommend that gateways to innovation funding are used to co

74、nnect companies who might be looking to enter new markets with resources built on cross-sectoral provision through the schemes listed.We will strengthen our links with appropriate stakeholders,from across government,export and finance,and work more closely with the Federation of Small Businesses and

75、 regional agencies.We passionately believe in the need to ensure that the UK is the best possible place to build,develop,strengthen and grow creative businesses,and the critical need to support exporters and continue championing inward investment.We must ensure the UKs much envied Creative Industrie

76、s remain a key focus within government.We need businesses to collaborate and work closely with CITIB to focus on exports,helping the creative industries thrive across the whole of the UK and remain key players on top of on the international stage.17CITIB THREE YEAR STRATEGYFollowing intensive indust

77、ry consultation,we have identified three strategic priorities that will help us achieve our purpose,support the DIT Export Strategy and supercharge growth in the UKs Creative Industries.We present this three-point plan below,with focused accountability for CITIB,for sub-sectors and for government.A

78、foundation of this strategy is a genuine and transparent partnership with government.Through a closer partnership we believe we can address the challenges faced by industry today and prepare for the challenges of the future.Our goal is that resources should be more aligned so that collectively we ca

79、n deliver a stronger return on our collaborative efforts to grow industry-wide exports and inward investment.One of the biggest industry concerns and a barrier to growth across all our creative sectors remains the challenges associated with securing and developing for the future a highly skilled,inc

80、lusive and productive workforce.This has been identified as a key priority by the Creative Industries Council(CIC).CITIB endorses this priority and emphatically recommends that skills and the talent pipeline are addressed as a matter of urgency with all relevant government departments.Our three poin

81、t plan:CITIB has a clear three-point plan,through which it aims to support industrysub-sectors and remain on trackto increase exports to 55 billion by2025 and 78 billion by 2030.We will look to:Grow exports from across the UK Unlock the opportunity for inward investment Share data and market insight

82、s 18Sterling Prize,Magdalene College New Library selection Nick Kane1.GROWING EXPORTS FROM ACROSS THE UKWe can increase the number of creative businesses that are exporting by encouraging coordination and collaboration across all sub-sectors andby working in strong partnership withgovernment.We need

83、 to prioritise focusing resources,sharing insights and leveraging our voices to build awareness and reach newaudiences.Mapping market barriers to international trade,and working collaboratively with the Export Support Service and Trade Advisory Groups(TAG)will continue to be a key part of CITIBs rol

84、e.We have already seen several unintended consequences of exiting the EU that have resulted in market barriers to exports in the Creative Industries.The music industry still has major issues with touring and exporting to the EU due to difficulties with transportation and touring visas,for example,an

85、d the fashion industry has significant increased costs due to rules of origin and classification of samples.Over the past two years,the music industry has put forward a proposal for an Exports Office to tackle barriers to export and focus on amplifying the resources of both industry and government i

86、n a timely manner.Although DIT launched the Export Support Service in Autumn 2021 to help answer practical questions for businesses,there remains a need to resolve specific sector and industry-wide issues swiftly and to escalate issues that could impact the reputation of UK businesses internationall

87、y.Solving for industry-wide issues,taking on the thinking proposed by the music industry will be a point for CITIB and DIT to collaborate on further.We are committed to increasing total exports and doing so will be a key focus of CITIB as we seek to strengthen our links with government to take a lea

88、d role in developing export strategy.19In order to increase exports,we will:The Role of CITIBIdentify programmes and campaigns that are successful and address those that evidence suggests are no longer fit for purpose.Work with government and industry networks at national and local level to enable n

89、ew businesses across the UK to access expert advice to ensure businesses are then capable of export growth,identifying high growth-potential businesses and new market and sub-sector initiatives.Identify how innovation and new technologies can grow export channels,particularly at a time when many sub

90、 sectors are adapting and embracing new ways of working in Web 3.Ensuring this value is captured as part of our export reporting data will be key to understanding these new opportunities for growth.Map market barriers and work to address those,in partnership with DIT,DCMS,PEC and other parts of gove

91、rnment as required.Explore mechanisms to share collective resources and insights.Explore how to benchmark the UKs Creative Industries exports against other leading creative nations to measure international competitiveness.Collaborate with government on cross-industry campaigns that encourage new exp

92、orters by demonstrating clear routes to engagement and access.Explore opportunities for public and private sector partners to collaborate with CITIB and government to reach new exporters.Map both industry and government resources to ensure all creative businesses have access to the best exporting ad

93、vice.We will explore further adaptation and adoption of the Pact Export/Growth Accelerator,making clear the resources available through industry networks to avoid duplication within government.1.GROWING EXPORTS FROM ACROSS THE UK20We will encourage our partners in industry sub-sectors to:The Role of

94、 Sub-SectorsContribute to mapping exercises that will identify ways to increase export opportunities and broaden expertise to more businesses and freelancers.Partner with government to market their sectors internationally,including at global events.Provide market insights and share emerging business

95、 trends to help CITIB and government partners to pursue opportunities.Share knowledge with other sub-sectors such as how they adapt to innovation and new technologies,embracing opportunities created through the Metaverse and Web 3 to give the UK a competitive edge.1.GROWING EXPORTS FROM ACROSS THE U

96、K21We would like to see government:The Role of GovernmentPlay an active role in working with industry to map ways in which businesses across the UK can access support.Work with industry to understand macro changes across the Creative Industries and the impact those have on export and investment oppo

97、rtunities,policy and IP frameworks.Explore how to work with industry to swiftly dismantle market barriers.Engage in the development of programmes,including an immediate focus on the next stage of the pilot UK Tradeshow Programme.Budget for resources and funding to support sub-sectors with sharing sp

98、ecialist advice with micro businesses they dont currently reach.Allocate resources to working with CITIB on cross-industry campaigns to engage new SME exporters,raising awareness of the Export Support Service and the Export Academy.The Pact Export/Growth Accelerator has been recognised as a sub-sect

99、or success,we are keen to ensure all sectors have the same opportunity to build their own platform to assist businesses export and knowledge share2.UNLOCKING THE OPPORTUNITY FOR INWARD INVESTMENTAll creative industry sub-sectors have theability to attract inward investment and can benefit from a fra

100、mework for capturing data,incentivising investment through IP and other regulatory frameworks,and the implementation ofsimpletaxincentives.To fully understand and leverage theIndustry wide opportunity,the landscape of inward investment needs to be shaped more intentionally and financial levels and i

101、ncentives addressedto attract and track investment.3 Many sectors are not currently benefiting from a focused inward investment strategy,potentially missing out on international financialflows to their sector.Film,TV and video games are often cited as good examples of sub-sectors attracting inward i

102、nvestment,due to a combination of tax incentives,world class talent,crew and infrastructure and the incredible locations the UK has to offer.But while investment in screen content continues to rise year on year,global competition from other territories also increases.While current inward investment

103、into the UK has been committed for the long term,it is not guaranteed.Consumer behaviour and global politics can quickly change sentiment.A working group within CITIB,led by the British Film Commission,has so far focused on maximising existing programmes and exploring the foundations of a cross-sect

104、or strategy to attract inward investment and foreign direct investment,leveraging industry and government.Through this work it has become apparent that a formal primary research exercise is required to collect more robust insights from sub-sectors.Some sub-sectors are already exploring opportunities

105、 to attract inward investment for specific programmes.An example is the fashion industrys circular Fashion Programme which,working with UKRI,aims to build innovation hubs and global innovation networks that will encourage both foreign direct investment and investment in British businesses.This stron

106、g case study for future action raises questions about potential incentives to accelerate this work and how the success in film,TV and video games might be replicated across other subsectors.To help explore new opportunities CITIB,alongside others,will work closely with Innovate UK as they develop th

107、eir Creative Catalyst programme.This will aim to provide cross-sector support for high-potential growth businesses,and bring in further inward investment from key territories.23In order to fuel inward investment,we will:We will encourage CITIB Industry Members to:We would like to see government:The

108、Role of CITIBThe Role of Sub-SectorsThe Role of GovernmentCommission primary research,in partnership with government,to identify opportunities to attract investment in IP and services across the Creative Industries.Play an active role in research and policy development around inward investment.Suppo

109、rt primary research on inward investment through co-funding with industry.Capture member data and insights to support CITIB research,including case studies of what is happening across the sector already,from micro businesses to large organisations.Support a coordinated endeavour with industry,includ

110、ing CIC,to ensure the creative workforce has the right skills for long-term success,following the example of the recently published British Film Institute Skills review.Commit to capturing data on an ongoing basis,through membership surveys and any other data sources available to support the trackin

111、g of inward investment.Commit to support progressing programme development following the results of primary research.Collate member data and case studies to support the development of an inward investment strategy.2.UNLOCKING THE OPPORTUNITY FOR INWARD INVESTMENT243.SHARING DATA AND MARKET INSIGHTSD

112、ata and market insights will be criticaltoensuring this strategy is actionable,deliverable and impactful.4 Qualitative and quantitative evidence is crucial for effective real-time policy making.CITIB can add real value by providing insights to government,from market intelligence on political landsca

113、pes and global consumers to dataon how sub-sectors are evolving their approach to international markets through innovation.In film,TV and video games,we have seen how the data held by the sector is significantly enhanced by a framework of tax incentives and existing programmes,such as the UK Creativ

114、e Growth Finance scheme from Creative UK.25In 2020,exports of creative services were worth 41.4 billion,while exports of creative goods stood at 8.9 billion.In 2021,the creative industries employed 2.3 million people,a 49%increase since 2011.Jonathan Olley/&DC Comics(L-R)Zo Kravitz as Selina Kyle an

115、d Robert Pattinson as Batman and in Warner Bros.Pictures action adventure“THE BATMAN,”a Warner Bros.Pictures release.2021 Warner Bros.Entertainment Inc.All Rights Reserved.We will encourage CITIB Industry Members to:We would like to see government:The Role of Sub-Sectors:The Role of Government:Help

116、with the mapping of sub-sector data for both industry and government perspectives.Support CITIB with the design of surveys and methodologies that will allow for clearer and more robust data collection,including in relation to diversity and demographics,to better understand our exporters and back the

117、 work that CIC is already doing.Ensure the appropriate level of attendance at roundtables on data gathering and contribute to knowledge sharing as appropriate.Support CITIB in achieving better measurement of the impact of creative exports and inward investment,with resource assistance across the lif

118、e of the strategy.Put forward industry experts to contribute to knowledge-sharing roundtables.Provide feedback on lessons learned from export support programmes in order to inform future policy making.3.SHARING DATA AND MARKET INSIGHTSSupport CITIB with the collection of more standardised industry-w

119、ide data.We will use our latest sub-sector survey data as a baseline to gather further information into the nature of exports and inward investment in the Creative industries.We will expand this to:The Role of CITIBWork closely with PEC and the CIC to identify and address data gaps that are hinderin

120、g assessment of exports and inward investment.Set up a methodology to gather robust evidence from industry,standardising data points,sharing data capture methods and templates and creating a database to aggregate year-on year data for reporting growth.Curate roundtables to provide insights and quali

121、tative data on specific markets and topics.Eg:to understand the crossover between sub-sectors for the opportunity driven by Web 3 and sharing international market levers that are creating competitive advantages and/or disadvantages.26CASE STUDY:DESIGN OPENS UP NEW MARKETS FOR BRANDSIn the luxury Ame

122、rican whiskey market,Westward Whiskey wasnt receiving the exposure it wanted and the$80 per bottle whiskey struggled during lockdowns.Working with UK brand Design agency Pearlfisher,Westward launched a new identity,bottle and packaging design into a pandemic-gripped world and it changed everything f

123、or the 20-year-old brand.The distinct bottle design stands the whiskey apart from the competition and is attracting more high-net worth individuals.Westward made more on one sale of single casks in 2021 than the entirety of the previous years revenue.It is now also sold in the Nordics,France,Germany

124、 and UK.From a sales decline of-23%to 280%growthWithin a year following the launch of a standout visual identity,label and bottle design by UK agency Pearlfisher.Top three growth brand amongst its competitive setWithin a year of the rebrand Westward smashed its 184%growth target to achieve sales 52%

125、above this ambitious aim putting it in the top three.DBA Design Effectiveness AwardsCASE STUDY:SOAPSMITH GO SMALL TO GO BIGDespite its uniquely scented,handcrafted soap and body care products having a cult following,reach and awareness of Soapsmith was limited.Working with Bulletproof to reposition

126、and rebrand,the aim was to grow awareness,listings and sales.More followersWith a bold new look which enabled it to credibly compete with aspirational brands like Molton Brown,Soapsmith saw a 47%leap in Instagram followers and 86%more press coverage after its redesign.Export growthThe redesign has e

127、nabled Soapsmith to be stocked outside of the UK for the first time.The very first overseas stockist was in China,at the 5*Macau hotel,fittingly named The Londoner.DBA Design Effectiveness AwardsThe design process identified the need to rationalise Soapsmiths portfolio down from 50 to 21 products.Th

128、e redesign had a massive impact.Sales leapt 75%(against a 30%target)and the business expanded,taking on a second unit,developing its manufacturing capabilities and recruiting three new staff.CASE STUDY:CHAMPIONING UK ADVERTISINGS GLOBAL SUCCESSUK Advertising and Marketing Services is represented by

129、the UK Advertising Exports Group(UKAEG),the industrys global new business drive.UKAEG has continued to raise the profile of British creative,media,production,and digital around the world.With the government,UKAEG has developed a strategic plan to focus on key markets through international trade fair

130、s where,in combination with the Governments GREAT programme and trade missions,we can collectively display the skills and creativity of the UK advertising industry to accelerate its growth in export performance.To date this has resulted in more than half a million contact opportunities with potentia

131、l customers from 40+countries and generated over 21 million worth of new business for members.The stats below tell a story of global success,creativity,opportunity,and innovation.UKs ad and market research services exports valued at 11.7 billionInternational trade in UK advertising and market resear

132、ch services was worth 11.7 billion in 2020 and sustained the same level as the pre-pandemic conditions of 2019.UKAEG Export Report 2022Bringing the UK a healthy 5 billion balance of payments surplusDespite the challenges of a global lockdown faced by exporters in the UK advertising industry,balance

133、of payments remained steady,bringing the UK a healthy 5 billion trade surplus.UKAEG Export Report 2022CASE STUDY:EXPERIENCE UK HELPS TO INCREASE EXPORT WINS FOR THE EXPERIENCE ECONOMY Working in partnership with DIT,Experience UK delivered a trade mission to the Saudi Entertainment Expo in 2021,foll

134、owed by in-depth market research which identified the Qiddiya entertainment gigaproject in Saudi Arabia as a key target for specialist companies in the attractions industry.UK Export Finance introduced Experience UK to the lead construction contractor for the project who was specifically looking for

135、 UK expertise in the sector.Members of Experience UK are now tendering for sub contract packages for Qiddiya,across a variety of expertise.Such is the reputation for UK expertise in the attractions sector,that UK companies like Simworx,often benefit from repeat business as outlined in the case study

136、 in the Appendix.Experience UK is the trade body for UK companies that design,create and engineer world class visitor destinations,from museums to theme parks and everything in between.Founded over 12 years ago as a joint venture with the Department for International Trades Experience Economy Team a

137、long with Andrich International,Experience UK was established to help UK companies deliver business,and understand the scale and scope of opportunities,in key markets around the world.We work closely with the Department for International Trade;we conduct research into new and emerging markets and pr

138、oduce high impact white papers for the purpose of informing the sector on key issues.Along with our members,we help to inform and influence the decision-making bodies that shape the future of the sector.We consult with our Experience UK Advisory Board which constitutes some of the most forward think

139、ing and influential people in the sector.Experience UK Delegation,Riyadh 2022 Experience UKCASE STUDY:ONLINE MARKETPLACES AND EXPERIENCE ECONOMY GROWS THE MARKET FOR CRAFTThe Market for Craft Report published by the Crafts Council in 2020 analysed the state of the UK craft market,confirming craft sa

140、les have increased from 883 million in 2006 to over 3 billion in 2019.The report highlights:The emergence of new intermediaries has enabled 50%of makers to trade overseas.For consumers,84%of the adult population of New York and Los Angeles have either bought craft previously or would consider doing

141、so from a British craft business.Brexit and Covid has brought a decline in exporting craft.Three factors:supply chain of materials,the inclusion of VAT,and the additional paperwork.To improve exports,the Crafts Council designed and launched an International Toolkit in April 2022 and is now a go to f

142、or DIT when advising craft businesses.Next step,to produce an Art Shipping ATA Carnet resource and explore export territories in Asia and France.Craft sales have seen an exporential rise in sales from 833 million in 2006 to over 3 billion in 2019.The emergence of new intermediaries has enabled 50%of

143、 makers to trade overseas.Joan Fernandez Blasco Dalia James textilesOUR VISION FOR THE FUTUREThe UK Creative Industries are essential to the UK economy and our global reputation as leaders in creativity and innovation.Post exiting the EU,the role of our Creative Industries in re-enforcing the UKs re

144、putation as creators,collaborators,global design leaders and innovators has never been more important.CITIB members have great pride in our Creative Industries and commit to work together to support more businesses to grow through exports,to share market insights,to advocate and collaborate on build

145、ing the picture of influence through cross industry data.We will streamline how we work with government to develop impactful support programmes,maximise the resources available and identify opportunities where collectively we can accelerate programmes or leverage platforms to achieve our goals.Throu

146、gh this strategy we will continue to build on the successes of our talent and our businesses overseas and to empower more businesses to fulfil their export potential and As our creative economy grows,our global reputation will be strengthenedOver time,we believe the outcomes ofthisstrategy will be:B

147、etter collaboration on global events such as the Olympics and the FIFA World Cup to advocate for the Creative Industries.An informed proposal for inward investment incentives to support the global commercialisation of UK IP,based on our primary research.Robust data and insights from across the indus

148、try to evidence global challenges and opportunities.A demonstrable return on investment in programmes and events.Continued and effective showcasing of our sub-sectors throughout the year at events such as Cannes Lions,London Fashion Week,BFI Film Festival,CogX and SXSW.Clearer and more accessible ex

149、port education coming from industry and government.An efficient mechanism to dismantle market barriers and increase export and inward investment opportunities.32attract inward investment across all creative sectors.When our Creative Industries thrive,so does the UK economy,public sentiment and our r

150、eputation for excellence,something that not just the Creative Industries need for future prosperity.CITIB will curate and help create content that tells the story of our sectors remarkable soft and economic international power,promoting opportunities for businesses to play their part and increasing

151、access to support across the devolved nations and across all communities.By working closely with government and industry,we can show the UK to be a progressive,world-leading creative economy,maximising growth and export opportunities,building on the governments work and strengthening the UKs positio

152、n on the global stage.CITIB BOARD MEMBERSCaroline Rush CBEChair CITIB,British Fashion Council Louis Coiffait-GunnPublishers AssociationDan ConwayPublishers AssociationDeborah DawtonDesign Business AssociationElizabeth DiaferiaCITIBEliza EastonCreative Industries Policy and Evidence Centre,Nesta33Tom

153、 Fiddian Innovate UK,part of UKRI,UK Research&InnovationRosy GreenleesCrafts Council(until Summer 2022)Caroline JackmanCrafts CouncilJanet Hull OBEInstitute of Practitioners in Advertising,IPACaroline JulianCreative UK(until Autumn 2022)Stacey ArnoldCreative UKTom KiehlUK MusicAdam MansellUK Fashion

154、 and Textile AssociationDawn McCarthy-Simpson MBEProducers Alliance for Cinema and Television,PactLizzy MoriartyRepresentative for the Experience EconomyKate OConnorAnimation UK/UK Screen AllianceJo Twist OBEUnited Kingdom Interactive Entertainment Association,Ukie Alan VallanceRoyal Institute of Br

155、itish Architects,RIBA (until September 2022)Deborah Williams OBEIndependent Member,Creative Diversity Network(until Autumn 2022)Stephen WoodfordAdvertising AssociationAdrian Wootton OBEBritish Film Commission,Film LondonJon ZeffCreative Industries Council(CIC)TABLE OF ACTIONSThe Role of CITIBGrowing

156、 ExportsThe Role of Sub-SectorsThe Role of GovernmentIdentify programmes and campaigns that are successful and tackle those that evidence suggests are no longer fit for purpose.Map both industry and government resources to ensure all creative businesses have access to the best exporting advice.Explo

157、re further adaptation and adoption of the Pact Export/Growth Accelerator,making clear the resources available through industry networks to avoid duplication within government.Work with government networks,the CIC and the creative industry clusters to reach new businesses capable of export growth,ide

158、ntifying high growth-potential businesses and new market and sub-sector initiatives.Contribute to mapping exercises that will identify ways to increase export opportunities and broaden expertise to more businesses and freelancers.Play an active role in working with industry to map ways in which busi

159、nesses across the UK can access support.Budget for resources and funding to support sub sectors with sharing specialist advice with micro businesses they dont currently reach.Allocate resources to working with CITIB on cross-industry campaigns to engage new SME exporters,raising awareness of the Exp

160、ort Support Service and the Export Academy within DIT.Work with industry to understand macro changes across the Creative Industries and the impact those have on export and investment opportunities,policy and IP frameworks.Partner with government to market their sectors internationally,including at g

161、lobal events.Provide market insights and share emerging business trends to help CITIB and government partners to pursue opportunities.Adapt to innovation and new technologies,embracing opportunities created through the Metaverse and Web 3 to give the UK a competitive edge.Explore how to benchmark th

162、e UKs Creative Industries exports against other leading creative nations to measure international competitiveness.34Commission primary research,in partnership with government,to identify opportunities to attract investment in IP and services across the creative industries.Collate member data and cas

163、e studies to support the development of an inward investment strategy.Support primary research on inward investment through co-funding with industry.Support a coordinated endeavour with industry including through the CIC,to ensure the creative workforce has the right skills for long-term success,fol

164、lowing the example of the recently published BFI Skills review.Commit to support progressing programme development following the results of primary research.Play an active role in research and policy development around inward investment.Capture member data and insights to support CITIB research,incl

165、uding case studies of what is happening across the sector already,from micro businesses to large organisations.Commit to capturing data on an ongoing basis,through membership surveys and any other data sources available to support the tracking of inward investment.The Role of CITIBDriving InwardInve

166、stmentThe Role of Sub-SectorsThe Role of GovernmentTABLE OF ACTIONS35Work closely with the PEC and the CIC to identify and address data gaps that are hindering assessment of exports and inward investment.Set up a methodology to gather robust evidence from industry,standardising data points,sharing d

167、ata capture methods and templates and creating a database to aggregate year-on-year data for reporting growth in international trade.Support CITIB with the design of surveys and methodologies that will allow for clearer and more robust data collection,including in relation to diversity and demograph

168、ics,to better understand our exporters and back the work that the CIC is already doing.Ensure the appropriate level of attendance at roundtables on data gathering and contribute to knowledge sharing as appropriate.Help with the mapping of sub-sector data for both industry and government perspectives

169、.Support CITIB with the collection of more standardised industry wide data.Put forward industry experts to contribute to knowledge-sharing roundtables.The Role of CITIBSharingInsightsThe Role of Sub-SectorsThe Role of GovernmentSupport CITIB in achieving better measurement of the impact of creative

170、exports and inward investment,with resource assistance across the life of the strategy.TABLE OF ACTIONS36APPENDICES1 Di Novo,S;Fazio,G and Maioli,S.(2021)Creative firms and trade.London:Creative Industries Policy and Evidence Centre and Newcastle University.Available from:https:/www.pec.ac.uk/discus

171、sion-papers/creative-firms-and-trade2 Ibid.3 Forthcoming Creative Industries Policy and Evidence Centre(PEC),Nesta research shows the UK creative industries attractiveness for foreign direct investment,as FDI projects in the creative industries account for 10%of all UK inward FDI projects,with IT,So

172、ftware and Computer Services receiving the lions share.Also,a good share of these projects represent expansions of past investment.While geographically,London and the South East are the largest recipients of this investment,other areas have also attracted FDI projects in specific sub-sectors(like Sc

173、otland,Wales,the North West and Yorkshire and Humber in England).See(Jones and Fazio,The Nature of FDI in the Creative Industries(forthcoming).4 See recent Creative Industries Policy and Evidence Centre(PEC),Nesta research for a review of the official sources of trade data on the UK creative industr

174、ies.Maioli,Di Novo,Fazio,Sapsed and Vermeulen(2021)The UKs International Creative Trade:A Review of the Official Data Sources,London:Creative Industries Policy and Evidence Centre and Newcastle University.Available from:https:/pec.ac.uk/discussion-papers/the-uks-international-creative-trade-a-review-of-the-official-data-sources37No Time to Die Nicola Dove.2019 DANJAQ,LLC AND MGMFor further information and additional case studies please scan the QR code or visit www.thecreativeindustries.co.uk/citib38