White paper on creativity - ebla center

Chapter 10flags in the past). But as a segment of communication, this world only began to beacknowledged relatively late on, especially by the public system. The tourist sector, forexample, with its “area brands” began to discover the value of branding (and recentlyoften to misuse it). Tourism arguably also triggered off the process of branding foratypical “products”. In this case the owner of the brand is not a private individual, oreven a public administration in the literal sense, but a community of stakeholders, whichhave their own public and/or private functions (from residents to companies, retailersand administrations).Behind a brand, a system can finally begin to take shape, consisting, on one hand, oftraining (through the definition of underlying professional and educational profiles) andthe construction of communications (through the inclusion of branding in all privateand public communication plans and assigning it human resources and making it anitem in budgets), and, on the other hand, of self-narration (again we can mention flagsand their symbolic but also historical transposition into identity brands of, for example,a local area). And, lastly, “competitive identity”, according to Simon Anholt’s neatdefinition making it the foundation of so-called “public diplomacy”, i.e. the publiccompetitive system between nations, regions and cities, in which the perceived value ofthe brand (and its dimension as dream, attracting visitors to go to a given country,region or city) is the keystone in the construction of the competitiveness of local areas.10.3 ConclusionsThe world of Italian communicationsand advertising is characterised by twodifferent kinds of experience: thehistorical experience of Carosello and thecontemporary experience focused oncreativity, the new media, corporatecommunications,publiccommunications, social advertising andcompetitive identity. Overall, accordingto official estimates, the sector accountsfor 0.1 9% of the GDP and employs atleast 64,900 people. It plays an importantrole in the content industries to which itis connected not only in intellectualterms but also practically because of itslinks with the film industry whoseadvertising sector offers essential tools,ideas and technology (special effects).In the chapter on Recommendations wewill deal with the policies and actionsrequired to support and revitalise thesector.WHITE PAPER ON CREATIVITY 249