The Challenge
To devise a cohesive strategy to promote the UK’s World-leading creative industries to boost exports, economic growth and UK soft power. At that time, sectors from film, TV, music and fashion to architecture, design and advertising had not worked together before and were highly sceptical about working with government.
The Approach
A nine-month programme of engagement, sector by sector, to listen to concerns, build trust, tease out UK strengths and opportunities and reach agreement on the most impactful ways for the UK’s creative industries to work together internationally.
The Outcome
Formation of a Creative Industries Board to oversee UK’s first ever cross-sectoral creative industries international promotional strategy. High impact events in the UK and overseas, trade shows and overseas missions. Development of innovative promotional collateral and clear messaging about UK creativity, high-level and sector specific, that was used extensively by the industry and UK diplomats and resonated with international audiences, a version of which is still in use today.
The Impact
Significant export contracts won. The UK has a global reputation as a creative superpower.