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www.business-review.ro Business Review | November 4 - 10, 2013

CREATIVE INDUSTRIES / FOCUS 11

3Q Andrew Senior

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Another important move for increasing the impact of creativity at national level is the development of creative clusters and regional competitiveness poles. Christina Leucuta, director of industrial policy and the business environment of the Ministry of Economy, spoke about the importance of strengthening the clusters of interconnected companies and institutions in the creative industries and their need for affiliation to similar European organizations. Currently, Cluj IT is the most important creative cluster in Romania: it comprises 28 software companies, over 3,500 employees and a turnover of more than EUR 100 million generated from exports. Since 2011, Andreea Paul Vass, first VP of the PDL, has supported the national initiative of the creative sector through the project CoNaCo – the National Council of Competitiveness. Currently, the creative industries contribute 7 percent of GDP and generate an eighth of exports. This sector is dominated by young people, from 24 to 49, highly qualified in their domains of expertise. During the crisis (2008-2011), the broadcasting sector grew fourfold, while architecture services increased twofold.

Moreover, local initiatives have demonstrated that creative industries can garner support. Cluj IT Cluster Association launched the urban development project Cluj Innovation City, dedicated exclusively to IT projects and technologies. In 20 years, Cluj-Napoca is on course to be a major hub on the international IT map, with over 20,000 jobs. According to Vass, five measures should be implemented immediately: the adoption of a definition and the classification of creative industries in Romania, the inclusion of creative sector jobs on the COR (the Professions List of Romania), the foundation of a Sectorial Council for the Creative Industries, in order to speak up for the sector and mediate in relations between state institutions, the creation of a sectorial brand for these industries, which will be promoted in Romania's National Export Strategy, and public programs helping sole traders and SMEs.

International models for the creative business industry Romania has several European models to look at, including the city of Hamburg and the region of Catalonia.

expert in the field of cultural policies at UNESCO and director of Andrew Senior Ltd

According to Egbert Ruhl, CEO of Hamburg Kreativ Gesellschaft, in Hamburg, Germany, 80,000 people work in creative industries, posting the highest volume of sales in Germany, twice at high as in Berlin. The keys to success in this business are coaching and qualifications, real estate and the development of urban districts, access to finance and networking. In terms of access to finance, the first regional crowd-funding platform (www.nordstarter.org) was developed in Hamburg. The platform is a database of finance possibilities for the creative industries, individual advice and lobbying for new financing options. Ruhl mentioned the importance of organizing forums for creative industries, as during this kind of event public support for this sector can be presented clearly. Edgar Garcia Casellas, director in the department of business development at the Catalan Institute for Cultural Companies, spoke of the need to train entrepreneurs in the cultural and creative industries to be more investment ready, while assimilating them with other entrepreneurs, rather than creating separate categories for them. oana.vasiliu @business-review.ro

National turnover generateb by Creative Projects (CP)

of the turnover generated by CP Top creative industry: Radio

of CP turnover Top creative industry: Live performances

Source: Oricum Association

2.6% of CP turnover Top creative industry: Gaming

2.11% 1.85% of CP turnover Top creative industry: Museums

of CP turnover Top creative industry: Web

Courtesy of chenar.ro

69.4% 4.36%

Courtesy of Creste talente.ro

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99u.com: practical advice for creative people, insights into how to transform brilliant ideas into sustainable projects Guardian Cultural Professionals Network: analysis by public and independent cultural bodies, financing models for creative industries, entrepreneurship models from the arts, culture, communication, cultural marketing and digital media The Creators Project: global network dedicated to innovative projects and interactive technologies Culture360.org: mixes creative forces from Asia and Europe LabforCulture.org: networking community for those interested in developing international cultural projects Monocle.com: makes the connection between business and the creative industries ArtInfo.com: international trends in contemporary art and design Arts&Business UK: organization that develops collaborative programs between the cultural sector and private investors Modernism.ro: creative website about what is happening in Romania and worldwide Designist.ro: Romanian platform that sees design as a lifestyle, with content on urban design and product design.

Can Bucharest become a creative hub? My answer is yes, it can, but I believe things should be put very carefully in terms of what a creative hub means and what the market opportunities are. I also believe that it is inevitable, because you are part of the EU and all countries are developing this sector – we had two great examples at this forum, Spain and Germany – and also because it is a free trade area. If we speak geographically, there is a big advantage for Bucharest and Romania, as you can represent both the Balkans and Danube-Black Sea region. There are opportunities, but you have to bear in mind that Istanbul and Warsaw have potential, while their development over the last few years is fantastic. Why do you think Romania doesn’t yet have a national legislation for creative industries? I’ve done work on this agenda in many different countries and one possible answer could be that you haven’t put the equals sign between the economy and culture. This is a major topic which is still under construction, including from the authorities’ point of view. For the past few years, I’ve been talking with professionals from Iasi, Cluj and Bucharest. The concept exists, but lacks a place in the public discourse and the education to implement it. Should the Ministry of Economy or the Ministry of Culture be in charge of the creative sector? In UK, the creative sector sits in the portfolio of the Ministry of Culture, but the work I’ve done around the world demonstrates that is more effectively covered by the Ministry of Economy, which is the driving force for setting up faster the mechanisms to support a creative sector. I truly believe that this is the case for Romania, too. oana.vasiliu@business-review.ro

Business Review Issue 35/2013 November 4 - 10  

Starting 2014 local farmers should see more predictability, said minister Daniel Constantin at the INDAGRA international agri-business trade...

Business Review Issue 35/2013 November 4 - 10  

Starting 2014 local farmers should see more predictability, said minister Daniel Constantin at the INDAGRA international agri-business trade...

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