PRODUCING CUTTING-EDGE RESEARCH WITH NEARLY 7,000 HIGHLY SKILLED GRADUATES IN CREATIVE AND CREATIVE TECHNOLOGY SUBJECTS EVERY YEAR COMPANIES: 15,870 REGISTERED CREATIVE INDUSTRIES COMPANIES CONTENTS:
GVA PER EMPLOYEE:
£76,700 JOB GROWTH: 4.1% FROM 2019-22 , THE JOINT-FASTEST IN THIS SECTOR OF ANY UK REGION DURING THIS PERIOD. 2.8% FROM 2015-22 APPROACHING THAT OF LONDON CLUSTERS: 22 SIGNIFICANT CREATIVE INDUSTRIES CLUSTERS EMPLOYMENT: AT LEAST 35,000 EMPLOYEES (MORE THAN THE ENERGY AND DEFENCE SECTORS COMBINED) AND OVER 40,000 FREELANCERS IN THE CREATIVE INDUSTRIES A FURTHER 50,000 IN CREATIVE JOBS IN NON-CREATIVE INDUSTRIES 1 SKILLS: WORLD-LEADING UNIVERSITIES
SHAPING THE FUTURE ECONOMY
New research reveals the pivotal role of the Creative Industries in shaping the economic landscape of the Great South West and the wider UK.
Recognised as a key component of the future economy in the UK’s Modern Industrial Strategy and the Creative Industries Sector Plan, published in June 2025, the Creative Industries are not just growing, they’re thriving. Outpacing the wider UK economy in growth and job creation, this sector is a dynamic engine of progress, sitting at the heart of our increasingly digital world. Their impact and influence extends beyond the sector, driving innovation and stimulating growth across all parts of the economy, from energy and the environment to security, health, education, manufacturing and agriculture.
The Great South West, with its reputation as a cultural powerhouse, is ready to take its place at the forefront of this creative revolution.
Home to a wealth of creative talent and significant creative clusters, the region is poised to capitalise on this flourishing sector.
As this new research demonstrates, the Creative Industries in the Great South West represent an opportunity to contribute significantly to the UK’s economic future.
The sector is also recognised for its vital role in regeneration, public health and wellbeing and driving behavioural changes essential to transitioning the UK to a net zero, clean energy future.
“The Creative Industries are a crucial cross-sector component of the Great South West’s economy, driving innovation and skills development across the region. Their impact reaches into the Great South West’s three priorities — helping to address critical challenges in areas like energy, food security and defence. As a region with outstanding assets including academic institutions, a flourishing creative sector and a rich talent pool, we are well positioned to harness this opportunity and contribute to the UK’s future growth.”
Steve Race MP
Chair of the All-Party Parliamentary Group for the Great South West
THE UK CREATIVE INDUSTRIES: AN ECONOMIC POWERHOUSE
The UK stands as a global powerhouse in the Creative Industries, renowned for its world-class institutions, cultural influence and leading creative exports.
Recognising the Creative Industries’ potential for economic growth, the government has identified the Creative Industries as one of eight sectors providing the “highest growth opportunity for the economy and business.”
Growing faster than the rest of the UK economy:
The Creative Industries are growing at more than twice the rate of the wider economy, at 50% compared to 21.5%2 demonstrating their role as a critical engine of national economic growth.
Delivering jobs growth: In 2019-23, the Creative Industries generated a 15.1% increase in jobs compared with only 1.4% across all UK industries 3
Highly qualified: 69% of those employed in the creative sector hold a degree or equivalent, compared to 44% in all UK sectors 4
A broad sector: This dynamic and future-focussed sector encompasses a broad range of subsectors. The largest by GVA is IT, software and computer services, where the UK’s leadership in cutting-edge technologies, such as artificial intelligence (AI), big data and blended reality technologies continues to bolster its status as a global leader in creativity and innovation. Film, television, radio and photography represent the second-largest subsector.
Case study: OUTPOST VFX
Outpost VFX is a world-renowned visual effects company known for its work in film, broadcast, advertising and virtual reality technologies.
Headquartered in Bournemouth, Outpost VFX has expanded its operations to Montréal, London and recently Los Angeles. The company partners with global streaming platforms such as Netflix, Amazon, HBO and Apple, as well as major Hollywood studios including Universal. Its portfolio includes productions such as Napoleon, House of the Dragon and Jurassic Park: Fallen Kingdom.
The decision to headquarter in Bournemouth was deliberate. Founder and CEO Duncan McWilliam explains, “We chose this location
to work closely with Bournemouth University, employing and mentoring its graduates. This partnership ensures a steady influx of new talent in an industry facing a skills shortage.”
Outpost VFX’s presence in Bournemouth brings substantial economic benefits to the region. The company creates high-value jobs, attracts significant investment and supports the growth of the local Creative Industries.
Duncan McWilliam continues:
“By leveraging technological advances across our four international studios, building upon our forward-thinking employee culture and investing in local talent, Outpost VFX exemplifies how the Creative Industries can thrive outside major metropolitan areas, driving innovation and economic growth from the GSW region.”
Attractive investment: In 2023, the UK attracted £4.23 billion in production spending for these industries, with 78% of that investment coming from overseas 5 – a clear indicator of the UK’s appeal to international investors.
A major exporter: The UK’s Creative Industries are an export success story. According to the Department for Culture, Media and Sport (DCMS), they account for over 14% of the UK’s services and 3% of goods exports. The Creative Industries Policy and Evidence Centre show they accounted for 67% of the UK’s digital exports in 2021.
IN 2022, THE UK’S CREATIVE INDUSTRIES CONTRIBUTED £124.6 BILLION TO THE ECONOMY, ACCOUNTING FOR 5.7% OF THE UK’S GROSS VALUE ADDED (GVA)6 THE CREATIVE INDUSTRIES EMPLOY 2.4 MILLION PEOPLE IN THE UK, REPRESENTING 7.1% OF ALL UK JOBS THE CREATIVE INDUSTRIES ACCOUNT FOR OVER 14% OF THE UK’S SERVICES EXPORTS
A THRIVING SECTOR IN THE GREAT SOUTH WEST
The Creative Industries are one of the most vibrant and fast-growing sectors in the Great South West region, contributing £2.7 billion in Gross Value Added (GVA) annually. With a GVA per employee of £76,700, the sector’s productivity far exceeds many others. It employs around 35,000 people7, with an additional 40,0008 freelancers almost doubling the GSW Creative Industries workforce to nearly 75,000.
Between 2019 and 2022, Creative Industries in the GSW experienced remarkable growth, with job growth rising at a compound annual growth rate (CAGR) of 4.1%,9 significantly outpacing the 0.7% growth seen across all sectors in the region. This was the jointfastest Creative Industries job growth of any region in the UK, highlighting its potential as a national leader in the sector.
The GSW’s Creative Industries have strengths across several high-growth subsectors. Advertising and marketing grew by 11.7% annually in 2022; IT, software and computer services by 4.3%, and architecture by 3.2%, illustrating the sector’s diversity and potential. The region’s specialism in music, performing and visual arts accounted for 15.6% of the GSW’s creative GVA in 2022, compared to just 9.1% nationally 10. The sector is increasingly outward-looking, contributing to an increased export intensity and enhancing the region’s international competitiveness.
Case study: BRAY LEINO
Bray Leino (brayleino.co.uk) is an integrated marketing communication agency based in Filleigh, North Devon, with offices in Bristol, London, North America and Asia. It provides an end-to-end service for B2B and B2C clients across sectors including food and drink, industrial and healthcare. It is one of the top five UK B2B marketing agencies and the only agency to have held this position for over 10 years, according to a B2B Benchmarking Report. In 2005, it was one of the first acquisitions for the Mission Group, an AIM-listed group of 19 agencies all registered in Filleigh, North Devon. The Mission group is the largest company in our dataset, with 1,084 employees, turnover
“The Creative Industries are essential to the economic and cultural vitality of the Great South West, fuelling innovation and strengthening the region’s identity as a hub of creativity. Tackling the key challenges of our age requires a holistic approach that integrates STEM disciplines with creative skills and digital technologies. Together, these fields enhance our resilience and expand our capacity to address complex issues.”
Lord Teverson Vice-Chair
of the All-Party Parliamentary Group for the Great South West
GROWTH
of £196 million and GVA of £111 million. Bray Leino, which is listed separately, employs 206 people, has turnover of £56.7 million and contributes £21.2 million in GVA. As well as global brands, Bray Leino has a strong track record of helping regional businesses grow into national and international brands, including some of the GSW’s most recognisable food manufacturing companies, Rodda’s and Burts.
THE GSW BOASTS
NEARLY
SIGNIFICANT CREATIVE CLUSTERS
WORLD-CLASS EDUCATIONAL INSTITUTIONS
THE GSW PRODUCES NEARLY 7,000 CREATIVE GRADUATES EACH YEAR
A GLOBAL REPUTATION
The Government’s Creative Industries Sector Plan recognises creative skills as vital for the growth of the Creative Industries as well as the wider economy. Specialist higher education institutions, Falmouth University, Arts University Plymouth and Arts University Bournemouth are all highly esteemed for their creative disciplines. The University of Bournemouth, University of Exeter – ranked among the top 100 Higher Education Institutions globally for Arts and Humanities12 – and the University of Plymouth all provide world-class education in creative fields. Collectively, these universities produce almost 7,000 creative graduates annually, meeting the rising demand for creative talent across the region. They drive innovation through research and knowledge exchange initiatives, providing access to cutting-edge facilities such as Falmouth University’s Centre for Blended Realities, Arts University Plymouth’s FabLab, the University of Plymouth’s i–DAT Open research Laboratory for Creative Technology and Arts University Bournemouth’s Innovation Studio and National Centre for Computer Animation. These universities are recognised for their world-class research in creative disciplines: 31% of their research was rated as world-leading and 45% as internationally significant, according to the Research Excellence Framework (REF), a system for assessing the quality of research in UK higher education institutions. Additionally, the region’s universities support growth through business incubation and acceleration programmes, helping new creative businesses thrive.
Case study: INVIDAR
Based in Dorset, INVIDAR specialises in immersive technology and real-time 3D solutions. INVIDAR collaborates with global brands and is now working with the energy, defence and medical sectors. They unlock the potential of real-time 3D technology by merging bespoke software solutions with the latest in 3D and visualisation innovations.
Building on their expertise, INVIDAR creates impactful solutions by partnering with local companies to develop advanced offerings for national and international utility companies. Utilising 3D scanning and immersive visualisation, they create digital twins of infrastructure facilities, enabling virtual inspections and
The Great South West also benefits from a rich cultural heritage and reputation. Iconic writers like Agatha Christie, Thomas Hardy, Mary Shelley, Robert Louis Stevenson, John Le Carré and Hilary Mantel have called it home, alongside celebrated artists such as Barbara Hepworth and Damien Hirst. The area has also nurtured filmmakers like Oscar-winning Sir Roger Deakins and Edgar Wright, and musicians including Chris Martin, Gwenno and Damon Albarn. This legacy continues with a thriving creative culture, where from the stages of Glastonbury to vibrant literature and film festivals, the creative talent of the Great South West increases the region’s profile.
STRATEGIC RECOGNITION
Local authorities across the GSW recognise the profound impact of culture and the Creative Industries on place-making, community cohesion, overall wellbeing and economic growth. This commitment is reflected in the comprehensive strategies developed by councils throughout the region. Examples include “Flourishing Culture”, North Devon and Torridge’s Culture Strategy for 2022-27, Somerset Council’s Cultural Strategy and Vision 2024-34, Bournemouth Christchurch and Poole’s Cultural Strategy for 2023-32 and Cornwall’s Creative Manifesto. These strategies provide a robust framework for supporting businesses and freelancers in the creative sector.
optimised maintenance. This enhances efficiency, reduces environmental impact and improves safety for engineers by allowing virtual site visits, significantly saving time and money while minimising health and safety concerns.
In the defence and medical sectors, INVIDAR focuses on creating digital doubles – highly accurate 3D representations used for immersive training simulations.
The company is proactive in encouraging more students to enter the industry, fostering local talent and creating business opportunities.
INVIDAR’s global recognition, highlighted by its ranking among the Top Immersive Collaboration Vendors for 2023 and 2024, brings international attention to the region, exemplifying how Creative Industries can drive significant economic and social impact.
Firms purchasing 2x the average from Creative Industries are 10% more likely to produce innovations and 15% more likely to create novel ones13.
Firms hiring twice the average from Creative Industries are 9% more likely to produce innovations and 18% more likely to create novel ones13.
The creative economy extends far beyond the boundaries of the Creative Industries, encompassing not only those directly employed within these sectors but also those driving innovation and growth in other industries through creative roles. Creative intensity – the proportion of creative jobs within an industry – determines whether a sector is classified as part of the Creative Industries.
However, one of the most profound impacts of creativity is its capacity to transform the broader economy. While the report focuses only on the measurement of the Creative Industries, the real power of creativity is in its effects across multiple sectors, where creative thinking and skills fuel innovation and unlock new opportunities for growth.
A report commissioned by DCMS and the Creative Industries PEC in 2023 found that businesses that are more connected to the Creative Industries, or with more employees from the sector, are more likely to produce novel product innovations13
It is important to recognise how in particular, the fusion of digital technology and creativity drives innovation across key sectors, including energy, the environment, cybersecurity, manufacturing, agriculture, health and defence.
The Great South West’s Independent Economic Review identified digital technologies –encompassed within the Creative Industries – as a Key Enabling Technology (KET) vital for driving industrial innovation.
The Review emphasises their role in supporting growth, competitiveness and cross-sector collaboration. Technologies like AI, big data, machine learning and gaming technologies are particularly important for tackling challenges, including defence security, climate change and productivity and across sectors like energy and agriculture.
Moreover, these KETs enhance the region’s capacity for innovation and resilience, facilitating the development of new products and solutions and advancing the Great South West’s broader ambitions on sustainable economic growth.
A FORCE FOR INNOVATION
The Creative Industries are increasingly collaborating with other industries, creating hybrid sectors that can be highly innovative and disruptive.
In agriculture, creative technologies such as computer gaming, AI, data visualisation and advanced software are transforming the food and farming sector. For example, in precision farming, AI provides real-time insights on soil, weather and crops, helping farmers reduce waste and increase
Case study: SUNTORY
Suntory Beverage & Food GB&I, the company behind Ribena, has been collaborating with the Farming and Wildlife Advisory Group South West to leverage the power of AI technology in its efforts to monitor biodiversity across a selection of its blackcurrant grower base. This cutting-edge initiative aims to assess and enhance the ecological health of the agricultural landscapes that supply the iconic British drink.
The project uses advanced bioacoustic monitoring technology and AI analysis to capture and study bird populations on blackcurrant farms.
Case study: CINEON
Exeter-based VR company Cineon (cineon.io) has developed iSAVE – a virtual MRI scanner experience that familiarises patients with the process of having an MRI scan in advance of their hospital appointment. iSave adapts in real time to levels of patient anxiety, reducing the amount of time needed to acclimatise a nervous patient at the real appointment.
It is one solution addressing the problem of missed hospital appointments, which cost the NHS millions each year and can lead to poor patient outcomes.
iSave was developed together with University Hospitals Plymouth NHS Trust, Torbay and South Devon NHS Trust, Story Juice (storyjuice.co.uk), a VR content company in Plymouth, and The University of Exeter, with funding from UKRI’s Mindset XR programme to support the development of VR therapies to improve mental health.
iSave was funded by a UKRI grant of just over £144,000 and, in early 2024, Cineon secured a £400,000 equity investment from the South West Investment Fund as part of a £900,000 funding round.
By leveraging AI technology, it is possible to observe larger areas for extended periods, gather more comprehensive data than traditional methods allow and assess the effectiveness of conservation efforts.
This innovative approach to biodiversity monitoring in agriculture demonstrates how digital technology can play a crucial role in enhancing farm resilience against climate change and extreme weather, aligning agricultural practices with national environmental policies and fostering collaboration between growers to refine eco-friendly farming methods.
yields for a more sustainable food system. AI also optimises supply chain logistics, predicting demand, streamlining routes and minimising spoilage.
Creative Industries further contribute through innovations like sustainable packaging, which extends shelf life and inclusive product designs that improve accessibility for customers with additional needs.
A participant using iSAVE, Cineon’s virtual MRI experience, to familiarise
Further, across the energy sector, computer gaming, AI and machine learning technologies can forecast equipment failures in energy infrastructure such as power plants and electricity grids, thereby averting potential disruptions. AI algorithms can detect and respond to cyber threats in energy systems more effectively than traditional security measures. Machine learning technologies can also identify potential attacks in real time, helping to safeguard critical infrastructure while gaming interfaces can help consumers adjust their usage pattern during peak hours, reducing the strain on the grid.
Other creative disciplines, such as photography, documentary filmmaking, visualisation and auralisation and 3D modelling, play a vital role in documenting and communicating complex data and trends such as the effects of climate change. Creative practices can be effective in raising awareness and promoting action on energy security issues, contributing to informed decision-making.
In defence, creative technologies such as AI, gaming, blended realities and software solutions can enhance defence capabilities. Through advanced simulation and training tools, these technologies provide realistic scenarios for training purposes. Their contributions also extend to cybersecurity, where AI-powered systems can detect and respond to threats.
Case study: UALI
Uali is a pioneering climate tech company with operations in Cornwall, Madrid and Buenos Aires.
This innovative startup uses robotics technology and AI to revolutionise asset management in the energy sector, serving multinational clients across oil, gas and renewable energy industries.
In the wind energy sector, Uali employs drone technology to conduct high-precision inspections of wind turbine blades while they remain operational.
The drones capture high-resolution images, videos and other critical data, which are then processed using Uali’s sophisticated AI and machine learning algorithms.
This analysis enables rapid detection and categorisation of anomalies, real-time alerts for critical situations and the generation of comprehensive, actionable reports.
Uali’s innovative solutions extend beyond wind energy, offering similar services to the mining sector. The company’s intelligent digital platform provides clients with 24/7 access to asset condition visualisation, precise identification of equipment failures and rapid incident
THE CREATIVE INDUSTRIES AND SPILLOVER BENEFITS
This research highlights the spillover effects from the Creative Industries for other sectors as well as local communities. These can be summarised as:
• Knowledge spillovers: New ideas, innovations and processes developed by creative businesses spill over into the wider economy and society, including through skills transfer and training.
• Industry spillovers: Successful creative enterprises influence business culture and entrepreneurship, property markets, private and foreign investment, productivity, profitability, competitiveness and innovation in digital technology.
• Network spillovers: A high density of Creative Industries in a particular area leads to clustering and agglomeration effects, increasing regional attractiveness and boosting economic growth14.
Spillovers can have a direct impact on employment in other industries. Such spillovers can also have a multiplier impact on employment in other industries.
For example, research by Creative PEC research shows that, on average, each creative job in a locality generates 1.9 new jobs in other sectors, like leisure and retail, because creative company employees spend their money locally 15 .
Our research shows that there were nearly 50,000 people working in creative jobs in other sectors in 2023, an increase of 60% since 2014. Such overlaps are highly productive: evidence suggests that businesses that are more connected to the Creative Industries, or with a greater proportion of employees from the sector, are more likely to produce novel product innovations.
CREATIVE JOBS GENERATE 1.9 NEW JOBS IN OTHER SECTORS
Image courtesy of Uali (www.uali.co).
Case study: AMUTRI
Amutri is a Cornwall-based design software company which emerged from Falmouth University’s venture studio, Launchpad Futures. The company has developed an innovative platform that transforms complex product design data into immersive 3D experiences, providing a pioneering solution for businesses looking to adopt digital tools. Amutri’s cloud-hosted system allows users to create and interact with 3D models through the web, making the technology both accessible and cost-effective.
Amutri’s technology has far-reaching applications across various sectors. An early adopter is Rolls-Royce’s Small Modular Reactors (SMR).
Amutri’s 3D tools support the planning, construction and approval stages of SMR plants by offering digital prototypes. These immersive models help customers visualise the technology in situ, thereby reducing the risks, enhancing safety and building confidence among stakeholders.
Greg Wilkinson, Amutri’s Research and Technology Manager, explains, “3D experiences can help de-risk activities by prototyping digitally. Photorealism gives confidence to stakeholders building the plant.”
Case study: THE BOURNEMOUTH SYMPHONY ORCHESTRA
The Bournemouth Symphony Orchestra (BSO) creates significant spillover effects locally and across the wider GSW region. For example, the tourism, hospitality and retail sectors benefit from concertgoers seeking accommodation, food and drink and entertainment in the local area. The BSO also generates employment, directly employing musicians, technicians and staff, while supporting freelancers and local production companies.
The orchestra enriches the region culturally through educational programmes and outreach activities in the wider area. Initiatives like BSO Resound, which features disabled musicians and workshops for schools, youth orchestras and training programmes, support inclusivity and talent development, promoting broader engagement with the arts and opening career paths for aspiring musicians.
Partnerships with other creative sectors, such as film, theatre and media, further extend the BSO’s spillover impact in the wider economy. Its work in recording soundtracks and partnering with composers benefits local production industries.
The BSO’s presence elevates regional identity and civic pride, while also supporting wellbeing through music therapy programmes in hospitals and care homes, contributing to mental health and social cohesion.
Overall, the BSO’s activities create a ripple effect that supports various sectors, demonstrating the far-reaching benefits of investing in the Creative Industries.
In the Great South West region, several Creative Industries subsectors, aligned with those identifed in the Creative Industries Sector Plan, are experiencing rapid growth or show strong potential:
⦁ IT, software and computer services drive technological advancements both within the Creative Industries and across other sectors.
⦁ Advertising and marketing rank among the UK’s and the Great South West’s largest, fastest-growing and most productive subsectors.
⦁ Music, performing arts and visual arts represent one of the UK’s most valuable subsectors, with the GSW offering unique and distinctive strengths in this area.
⦁ Film, TV, video, radio and photography benefit from key agencies now established in the GSW, highlighting significant growth potential in this high-value sector.
BARRIERS TO GROWTH SOLUTIONS IN THE GSW
Despite the significant opportunities presented by their rapid growth, the Creative Industries face several barriers. These include low regional awareness of the sector’s value, a lack of a cohesive economic growth strategy and a limited number of large anchor businesses in the Great South West. As recognised in the Creative Insustries Sector Plan, access to finance is a challenge, as creative businesses often struggle to secure funding due to their unique business models, which are perceived as high-risk by traditional lenders. Many rely on intangible assets like intellectual property, which are difficult to value and use as security against a loan. Additionally, the rapid pace of AI and technological developments presents both challenges and opportunities, making it essential to leverage these advancements for the sector benefit without stifling creativity.
The Great South West, with its increasing strategic recognition of the sector’s value, growing creative sector and world-leading higher education institutions in creative disciplines and their intersection with technology, has an exceptional opportunity to support the acceleration of the growth of the UK’s Creative Industries.
By working closely with government departments to implement fit-for-purpose access to finance initiatives and key interventions to maximise partnerships between academia and industry, the region can provide access to state-of-the-art facilities and offer tailored skills programmes from school through to advanced professional levels, to drive growth across the business base.
WHAT NEXT?
To boost the growth potential of the region’s Creative ecosystem, assets and clusters, we call for a new model of collaboration with the UK Government, funders and investors founded on several steps, including:
⦁ As part of the UK Government’s Industrial Strategy Creative Industries Sector Plan, formally recognise the Great South West Creative Industries as a key cross-sectoral driver for economic growth and skills development and the subsequent need for a strategic approach to investment and growth.
⦁ Co-curate a regional partnership model that acts as a key intermediary in the adoption and enactment of the Creative Industries Sector Plan.
⦁ Collaboratively make the case for future cluster status for the Great South West by showcasing sector strengths, such as immersive tech, film and music, positioning the region to unlock investment and long-term growth.
⦁ Ensuring the skills ambitions for the Creative Industries sector, as set out in the UK’s Modern Industrial Strategy, align to the delivery of GSW’s Industrial Workforce Plan and other region-specific skills and employment strategies to secure a strong, agile, talent pipeline to fuel the sector’s growth over the next decade.
“That’s the power of your industry. It’s not just nice to have. It’s essential – for our economic growth as well as our personal growth, who we are.”
The Rt Hon Sir Keir Starmer KCB KC
This document was informed by the Creative Industries in the Great South West: Leading from The Edge report, which was part-funded by the Great South West Partnership and led by Falmouth University on behalf of the Great South West Creative Industries University Alliance (Arts University Bournemouth, Arts University Plymouth, Bournemouth University, Falmouth University, University of Exeter and University of Plymouth). It was conducted by Creative Industries specialist Joanne Evans, data journalist Miriam Quick and Fiona Waters of Waters Economics.
