When you think of the word, ‘industry’ you might think of mining, shipbuilding and factories. However, times have changed, and, in the UK, it is the creative industries which are on the rise and creating employment. Statistics released towards the end of last year by the Department for Digital, Culture, Media and Sport (DCMS) showed creative industries in remarkable health. DCMS industries include advertising and marketing, TV and radio, arts and film, museums and galleries, and video games.
They measured it with the Gross Value Added (GVA) – the value of the goods and services produced within an industry. The GVA for the creative industries increased by 7.6% between 2015 and 2016, which was almost twice the growth rate of the UK economy as a whole for the same time period. DCMS sectors now account for 14.2% of the UK’s GVA. Let’s look a little closer at some of the DCMS industries making an impact.
Advertisement and marketing
It requires serious creativity to sell products and services – advertisers must appeal to emotions, memories and experiences of ordinary people and try to slot their product or service into their lives. Successful adverts and branding stick in your memory – think of the McDonald’s ‘I’m loving it’ jingle or the ‘Red Bull gives you wings’ slogan.
Things seem to be going well for the advertising and marketing industry, with UK advertisement spending hitting new heights in 2017. Spending in the third quarter of 2017 was 3.5% higher than it was in the same period in 2016, reaching £5.4 billion. Figures looked even better for digital-only, with advertisement spending up 9.9% year-on-year. The projection for 2018 looks bright, with the Advertising Association speculating that total advertisement market growth reaching 2.8%, increasing the market to £22.7 billion.
The UK film industry produced a BAFTA award-winning performance in 2017, breaking records and impressing all round. Spending on film production in the UK reached £1.9 billion, its highest ever level. This was an increase on 2016 of 12%. UK crews and production companies are utilised in several major films, as well as many smaller productions.
Major films that were produced either by or with UK assistance in the last year include Solo: A Star Wars Story, Tim Burton’s Dumbo remake, Fantastic Beasts and Where To Find Them 2, Phantom Thread and Mission Impossible 6. UK directors, camera crews, set designers, visual effects companies, actors and locations created incredible cinematic experiences that audiences all over the world have loved.
The UK video games industry also enjoyed incredible growth and success. The sector grew by 12.4% in 2017 to reach £5.11 billion. Digital games exceeded £1.5 billion and UK mobile market revenues exceeded £1 billion. An important statistic to note is that all of this was going on while overall UK consumer spending reduced by 0.3% so for the video games industry to be doing so well is even more impressive.
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As well as games sales, other gaming-related products and services also had an impact. Major gaming expos like EGX and Insomnia saw increased ticket sales, and major e-sports events saw huge ticket sales.
The UK also produces games, in addition to buying them. Creative Assembly is based in Horsham and is responsible for the Total War series and the terrifying Alien: Isolation. Criterion Games develops the Burnout series and games in Need For Speed series. Frontier Developments brought us Elite: Dangerous and the recent Jurassic World Evolution theme park simulator game.
The UK is bursting with creativity and ideas for advertising and entertainment and the statistics are clearly demonstrating that. Incredible growth, combined with amazing adverts and entertainment products show that the UK is at the forefront of creative industries. We are producing more and employing more people to achieve this. Compared with other industries, the importance of creativity means that those who are less-suited to facts, figures and analysis can also thrive and succeed. Howeve r, these industries have room for employees of all skills and areas of expertise.