Creative Economy: A Feasible Development Option

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2The development dimensionBox 2.13EcoMedia, moving to actionEcoMedia is an innovative media company based in New York that creates advertising and sponsorship opportunities that help fund critical environmentalprograms through collaboration with corporate sponsors, local governments, environmental agencies and advocacy groups. EcoMedia gainedinternational recognition for its success in establishing effective public-private partnerships to create and initiate innovate ways to address urgentenvironmental challenges.EcoMedia, which has recently become a CBS company, has given some of the world’s most famous brands a way to meet their marketing and socialresponsibility objectives while making a real positive change to the environment. With proceeds from advertising through television, radio, new media,print, and outdoor signage, EcoMedia has raised funds for environmental projects in cities throughout the United States. For example, over $1 millionhave been raised for the City of Long Beach, California, which has helped to green Long Beach Airport with an innovative solar installation and hasfunded numerous environmental education, outreach and research projects. In another example, over $1 million have been raised for the City of Miami,funding tree planting, greening buildings including Miami City Hall, installation of storm water filters throughout the city, and removal of abandoned boatsfrom the bay.Source: EcoMedia, www.ecomediacbs.comIn summary, many creative industries and corporatebusiness are embracing innovative approaches and responsibleinitiatives to preserve the environment. Incoherent policies,restrictive regulations and a lack of information can seriouslyhamper attempts to change the way business is done, byboth SMEs and large multinational companies. In order toaddress these issues, the business community must bebrought into the heart of policy debates. Strategic allianceswith governments, academia, international institutionsand civil society play an important role to move ahead thisagenda through concrete initiatives.70 CREATIVE ECONOMY REPORT 2010
Assessing the <strong>Creative</strong> <strong>Economy</strong>:Analysis and Measurement2PART
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ContentsForeword...................
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3.4.2 Large-scale corporate enterpr
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7. Technology, connectivity and the
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LIST OF BOXES1.1 A creative entrepr
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5.9 Creative goods: Exports, by reg
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5.13 Audiovisuals: Exports, by econ
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ForewordThe United Nations publishe
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AcknowledgementsThe Creative Econom
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Scope of this reportThe Creative Ec
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Chapter 1 explores evolving concept
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Ten key messagesThis policy-oriente
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IX. In the aftermath of the crisis,
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GCC Gulf Cooperation CouncilGDP Gro
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The Creative Economy1PART
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CHAPTER1Conceptand context of thecr
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1Concept and context of the creativ
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1Box 1.1 continuedA creative entrep
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1Box 1.2 continuedThe creative city
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Page 48 and 49: 1Concept and context of the creativ
Page 62 and 63: 2The development dimensioneties. Th
Page 64 and 65: Box 2.1South-South sharing of creat
Page 66 and 67: 2The development dimension2.2.3 Soc
Page 68 and 69: 2Box 2.2 continuedBrazilian carniva
Page 70 and 71: Box 2.3Africa Remix: Africa speakin
Page 72 and 73: 2The development dimensionrequire c
Page 74 and 75: 2The development dimensionconcrete
Page 76 and 77: 2The development dimensionreforms,
Page 78 and 79: 2The development dimensionThailand:
Page 80 and 81: 2The development dimensionTurkey: I
Page 82 and 83: 2The development dimensionMinistry.
Page 84 and 85: 2The development dimensionvisual ar
Page 86 and 87: 2The development dimension2.4.5 The
Page 88 and 89: Box 2.7 continuedBrand Jamaica as t
Page 90 and 91: 2The development dimensionpublisher
Page 92 and 93: Box 2.8 continuedThe Bolshoi: A sub
Page 94 and 95: 2The development dimension2.5.1 Cre
Page 96 and 97: 2The development dimension■solar
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Page 102 and 103: 3.2 Organization of the creative ec
Page 104 and 105: 3Analysing the creative economythat
Page 106 and 107: 3Analysing the creative economyketi
Page 108 and 109: 3Analysing the creative economydiff
Page 110 and 111: 3Analysing the creative economy3.3.
Page 112 and 113: 3Analysing the creative economychai
Page 114 and 115: 3Analysing the creative economygrou
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Page 118 and 119: 3Analysing the creative economyissu
Page 120 and 121: 3Analysing the creative economybeca
Page 122 and 123: 3Analysing the creative economy■
Page 124 and 125: 4Towards an evidence-based assessme
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Page 134 and 135: elated to need and comparable. Seco
Page 138 and 139: 4.8.2 Summary comparison of statist
Page 142 and 143: Table 4.4 continuedCreative service
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Box 4.1Reality and numbers4Towards
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4Towards an evidence-based assessme
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124 CREATIVE ECONOMY REPORT 2010
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5importing countries. It is not yet
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5International trade in creative go
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Chart 5.4a Share of economic groups
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Chart 5.6AlldevelopingeconomiesAsia
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profile their trade performance in
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82.5 per cent in 2002 to 77 per cen
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Trade (GATT) and Article V of the G
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Table 5.12aRankExporterArt crafts:
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socio-economic growth, performing a
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Tajikistan), underscores the promis
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except in South Africa. Recently st
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from $3.5 billion in 2002 to $7 bil
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India remains the world largest fil
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RadioDespite recent changes in life
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first and second, exporting nearly
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The aim of this report is to sensit
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ative content. Issues relating to m
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tions. The rationale for including
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Table 5.28Chart 5.19(in billions of
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Table 5.30 Related goods: Imports,
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The Role of IntellectualProperty an
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CHAPTER6Therole of intellectual pro
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Box 6.1Design as a key ingredient f
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defined in national legislation. Th
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has developed rapidly over the last
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and made commercially available by
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NO DERIVATIVE WORKSAllows others to
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In 2006, WIPO published National St
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Box 6.4Jewellery: A magic marriage
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ing at least until the first sale o
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tial. The right balance should be f
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CHAPTER7Technology,connectivityand
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m-commerce and m-banking. Mobile te
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Figure 7.4Subscribers per 100 inh.4
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Table 7.2DimensionDigital enablersD
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Table 7.4Rank1234567891011121314151
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IPR rights that may be “re-purpos
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producers; in short, the business m
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Box 7.2 continuedFree and open-sour
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patterns developed by ICTs, rich so
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Promoting the CreativeEconomy for D
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CHAPTER8Policystrategies for the cr
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entirely limited to the major urban
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8.3 The policy processThe process o
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8.4.2 Provision of finance andinves
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they operate and to evaluate the sh
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Box 8.2Alternative Currencies in Br
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Box 8.3 continuedThe Egyptian film
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crisis, the active participation to
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tries to the benefits of growth in
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There is significant evidence that
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■■■the desirability of capaci
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CHAPTER9Theinternational dimensiono
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the issues relating to trade in aud
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Development of the European Commiss
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and bound tariff rates have decline
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and continue negotiations on the Ag
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9.3.4 TRIPS AgreementWith respect t
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9.4 UNESCO cultural-diversity persp
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9.5 WIPO Development AgendaAt the W
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Cooperation has continued to work w
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come obstacles faced by poor commun
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9.8 UNEP: Promoting biodiversity be
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CHAPTER10 Lessons learned and polic
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VI. The creative economy cuts acros
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the creative industries in the Unit
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policymakers, researchers and pract
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Another mechanism to promote South-
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10.3.2 Role of creative entrepreneu
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ReferencesBooks and articlesAcheson
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of Definitions of the Cultural and
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ativity for its management”, in C
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Taylor, Calvin (2006). “Beyond Ad
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Department of Communications, Infor
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PricewaterhouseCoopers (2008). “G
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______(2004). São Paulo Consensus:
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The 2009 UNESCO Framework for Cultu
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Statistical Annex
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Explanatory notes (continued)Art cr
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Explanatory notes (continued)Obviou
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Explanatory notes (continued)EBOPSE
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Country Profile: Argentina (continu
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Country Profile: Argentina (continu
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Country Profile: Turkey (continued)
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Country Profile: Turkey (continued)
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Distribution of developing economie
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Distribution of developed economies
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Distribution of economies by trade
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TABLE1.1IMPORTS (c.i.f., in million
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TABLE1.2.ADeveloping economiesAsiaE
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TABLE1.2.ADeveloping economiesEaste
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TABLE1.2.BDeveloping economiesAsiaE
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TABLE1.2.BDeveloping economiesEaste
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CREATIVE GOODS: EXPORTS AND IMPORTS
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EXPORTS OF ALL CREATIVE SERVICES (1
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IMPORTS OF ALL CREATIVE SERVICES (1
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EXPORTS OF ADVERTISING AND RELATED
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IMPORTS OF ADVERTISING AND RELATED
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EXPORTS OF ARCHITECTURAL AND RELATE
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IMPORTS OF ARCHITECTURAL AND RELATE
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EXPORTS OF RESEARCH AND DEVELOPMENT
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IMPORTS OF RESEARCH AND DEVELOPMENT
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EXPORTS OF PERSONAL, CULTURAL AND R
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IMPORTS OF PERSONAL, CULTURAL AND R
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EXPORTS OF AUDIOVISUAL AND RELATED
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IMPORTS OF AUDIOVISUAL AND RELATED
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EXPORTS OF OTHER PERSONAL, CULTURAL
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IMPORTS OF OTHER PERSONAL, CULTURAL
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Statistical Annex Part 2CREATIVE EC
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TABLE3.2.ADeveloping economies (2)E
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TABLE3.2.BDeveloping economies (2)E
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TABLE3.3.AEXPORTS (in millions of $
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TABLE3.3.BIMPORTS (in millions of $
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Creative Economy: A Feasible Development Option

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