2nd WIPO SEMINAR ON INTELLECTUAL
PROPERTY AND CREATIVE SMALL AND
MEDIUM-SIZED ENTERPRISES IN THE
DIGITAL ENVIRONMENT
May 18 to 20, 2009, Geneva
Assessing the Economic Contribution of Creative
Industries: Experience of WIPO
Christopher Kalanje, Counsellor, Creative Industries Division, WIPO
May 18, 2009
Road Map
Creativity and Creative Industries
Defining Creative Industries
Economic Contribution of Creative Industries
WIPO Creative Industries Agenda
Creativity and Creative Industries
• Competition is
intensive
• To be competitive a
company need to
be creative
• Creativity is
therefore at the
core of business
survival
Creativity and Creative Industries
• Not all companies can
be categorized as
creative industries
– Beverage
– footwear
– Transport equipment
(Motor vehicles)
– e.t.c
Defining Creative Industries
Creative Industries
- Relatively new
- Closely linked to cultural
industries. Sometimes
used interchangeably
- Broader than cultural
industries. Goes beyond
• performing arts and
• handicrafts
Defining Creative Industries contd.
From Cultural to Creative Industries
-1944 Adorno & Horkheimer
- 1970s and 1980s. A positive view
different from UNESCO
- 1990s-current. Wide use of term
creative industries
Defining Creative Industries contd.
• Late 1990s UK department for culture,
media and sports (DCMS) established
creative industries unit and task force
– UK definition “those industries that have their
origin in individual creativity, skill and talent and
which have a potential for wealth and job creation
through the generation and exploitation of
intellectual property”*
* Creative industries mapping document 2001
Defining Creative Industries contd.
UK Creative Industries
Advertising; Architecture;
Art and Antiques Market;
Crafts; Design;
Designer Fashion;
Film & Video;
Interactive Leisure Software;
Music; Performing Arts;
Publishing;
Software and
Computer Services;
Television & Radio
Defining Creative Industries contd.
- Australia
Creative Industries
Definitions
- Austria
- Hong Kong
- New Zealand
- Singapore
- USA
(core copyright
industries)
Economic Contribution of Creative
Industries
• Growing interest towards economic
contribution of creativity:
– Is creativity a driver in the knowledge economy?
– Can creativity bring more development?
– Can nations capitalize on creative assets?
• specific policy objectives leading to specific
measurement tools
– variety of approaches - social, economic and
cultural
Economic Contribution of Creative
Industries contd.
• Clarity is needed on concept, definition
and criteria of creative industries at,
– International level
– National level
• Importance of IP in the development and
success of creative industries should be
highlighted
Economic Contribution of Creative
Industries contd.
• Creativity poses definitional problems
• Copyright is a well defined concept
– a set of economic and moral rights
– a balance between individual and public
interests
– a financial mechanism to reward creators
Economic Contribution of Creative
Industries contd.
– serves as the basis of huge industries
– enhances and enriches cultural
heritage and cultural life
– can be used a tool to estimate
• employment, value added, export e.t.c.
Economic Contribution of Creative
Industries contd.
• The Guide aimed at
• linking copyright to quantifiable indicators
• developing practical guidelines for
measurements
• providing consistency of approach
• The Studies would enable
• positioning of the creative sector in the
national economy
• international and cross-sectoral comparisons
• identification of competitive advantages
Economic Contribution of Creative
Industries contd.
 Thus Providing
- input for policy formulation
- adjustment of national policies and
practices
 A reinforced perspective on IP and copyright
 Relating copyright to business activities
Economic Contribution of Creative
Industries contd.
 A new definition of the copyright-based
industries following the extent of use of
copyright material
 A more transparent link to statistical reporting
 A step-by-step methodology
 A set of measurement techniques
Economic Contribution of Creative
Industries contd.
• Core
– Press & Literature; Music, Theatrical Productions &
Operas; Motion Picture & Video; Radio & TV;
Photography; Software & Databases; Visual &
Graphic Arts; Advertising Services; Copyright
Collecting societies
• Interdependent
– TV sets, Radio, VCRs, CD Players, DVD Players,
Cassette Players, Electronic Game Equipment and
Other Similar Equipment; Computers &
Equipment; Musical Instruments; Photographic &
Cinematographic Instruments; Photocopiers; Blank
Recording Material; Paper
Economic Contribution of Creative
Industries contd.
• Partial
– Apparel, Textiles and Footwear; Jewelry & Coins;
Other Crafts; Furniture; Household Goods, China
and Glass; Wall Coverings and Carpets; Toys and
Games; Architecture, Engineering, Surveying;
Interior Design; Museums
• Non-Dedicated
– General Wholesale and Retailing, General
Transportation, Telephony and Internet
Economic Contribution of Creative
Industries contd.
Country
% Contr. to
GDP
%
Employment
USA (2004)
11.09
8.53
Singapore
(2001)
Canada (2004)
5.67
5.80
4.7
5.4
Latvia (2000)
4.00
4.40
Hungary (2002) 6.67
7.10
Economic Contribution of Creative
Industries contd.
% 12
10
8
GDP
6
Employment
4
2
0
USA Singapore Canada
Latvia Hungary
Economic Contribution of Creative
Industries contd.
Country
% Contr. to
GDP
% Employment
Philippines (1999) 4.82
11.10
Mexico (2003)
4.77
11.01
Bulgaria (2005)
2.81
4.30
Jamaica (2005)
4.81
3.03
Lebanon (2005)
4.75
4.49
Economic Contribution of Creative
Industries contd.
12
10
8
GDP
Employment
6
4
2
0
Philippines Mexico Bulgaria Jamaica Lebanon
Economic Contribution of Creative
Industries contd.
Country
% Contr. to
GDP
%
Employment
Australia (2007) 10.30
8.00
Croatia (2004)
4.27
4.64
Romania (2005) 5.55
4.19
Colombia
(2005)
Russia (2004)
3.30
5.80
6.06
7.30
Economic Contribution of Creative
Industries contd.
Country
% Contr. to
GDP
%
Employment
Ukraine (2005)
2.85
1.90
Netherlands
(2005)
5.90
8.80
Studies at different stages: Brazil, Colombia, Peru, China,
Malaysia, Pakistan, Morocco, Sudan, Kenya, Tanzania,
Economic Contribution of Creative
Industries contd.
Contribution to
GDP by Industry
100%
90%
80%
advertising
70%
cr collecting societies
60%
Photography
visual and graphic arts
50%
motion pidcture and video
40%
Music, theatrical productions and
opera
30%
radio and tv
20%
software
10%
press and literature
U
R
PE
O
JA
M
AI
C
A
BU
LG
AR
IA
LE
B
AN
O
N
C
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O
A
TI
A
U
KR
A
IN
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A
LA
YS
IA
XI
C
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Y
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G
A
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IL
IP
PI
N
PH
IA
LA
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U
H
SI
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AP
O
R
E
0%
Economic Contribution of Creative
Industries contd.
100%
80%
advertising
60%
cr collecting societies
Photography
visual and graphic arts
40%
motion pidcture and video
Music, theatrical
productions and opera
radio and tv
20%
software
press and literature
0%
LATVIA
HUNGARY
PHILIPPINES
MEXICO
JAMAICA
BULGARIA
LEBANON
CROATIA
UKRAINE
PERU
Contribution to Employment by Industry
Economic Contribution of Creative
Industries contd.
• indicative of structural changes in
the economy
• useful in identifying
– competitive advantages
– drivers
– problem areas
Economic Contribution of Creative
Industries contd.
• Feedback,
– Growing interest from Member-States, IGOs
and NGOs
– Policy and professional interest and support
– Indicators are generally acceptable
– results are not a function of the overall
economic development level of the country
– strong influence of economic cycles and
classification system
Economic Contribution of Creative
Industries contd.
• Challenges
– Relation between an industrial approach and
individual creative activities (adjustments to
data collection)
– It is a production, not consumption based
approach
– underdeveloped statistical framework adds to
the cost of the studies
WIPO Creative Industries Agenda
• Expand and improve surveys of the
economic contribution
• Produce guidelines on estimating
copyright piracy
• Launching a new generation of studies
 more focus on the qualitative side of
creativity, on social and cultural impact of
IP
WIPO Creative Industries Agenda
contd.
• Data collection on cultural industries
 joint project with UNESCO Institute of Statistics
(UIS), UNIDO, UNDP
 Participation in multi agency efforts on
developing
 better cultural indicators
 satellite accounts for culture
WIPO Creative Industries Agenda
contd.
 Produce practical guides on
management of IP and creative
enterprises
– Managing IP in the Book Publishing
Industry
– Rights, Camera, Action! IP Rights and the
Film-Making Process
– Managing Creative Enterprises
– How to Make a Living from Music
Finally
Christopher.kalanje@wipo.int