THE FUTURE OF THE CREATIVE ECONOMY - A SPOTLIGHT ON GREATER MANCHESTER IN THE NORTH OF ENGLAND
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THE FUTURE OF THE CREATIVE ECONOMY
IN THE NORTH OF ENGLAND
A SPOTLIGHT ON GREATER MANCHESTER
REPORT 2021
THE FUTURE OF THE CREATIVE ECONOMY
IN THE NORTH OF ENGLAND
A SPOTLIGHT ON GREATER MANCHESTER
INTRODUCTION
Agility, adaptability, diversity, collaboration, resilience and innovation. with 156,000 people working in creative and In the North West1
£900m
digital roles across the North West4 – as part of
These are the recurring themes within this report, of geography a creative ecosystem that contributes £6.5bn in
providing immense hope and aspirations for the being shattered, allowed us to work with direct regional GVA, making the region the highest
‘creative industries’. The term covers an array of anyone, anywhere. performing creative cluster outside of London.5 loss (13.2%) in GVA
subsectors: music and the performing arts, crafts, due to the pandemic
The North of England’s creative industries are The Government recognises the value and
advertising and marketing, architecture, design
world-class and dominate much of the national importance of the sector, having provided funds to
and fashion, film, TV and radio, IT, video games
and international creative space. These industries protect these vital industries. National funds include
and immersive technology, and publishing. We
are the backbone of the UK economy and tax relief, apprenticeship incentives, a £500 million In the UK2
£12bn
focus on six sub-sectors, their impact on the
contributed £115.9bn in gross value added (GVA) Film and TV Production Restart Scheme, and the
North of England and the UK, the barriers we
prior to the pandemic.1 The industry is £1.57 billion Cultural Recovery Fund.
face, solutions, and the vast opportunities that
a cornerstone export and the face of the nation
await. It is a good start, but it is not enough.
on the international stage. Prior to the pandemic, (10%) of the creative
The sector has not been immune to the the creative industries were growing four times The projected risk from the pandemic is too industries GVA was
lost in 2020 alone
112,700
challenges we have all faced since early-2020. faster than the rest of the economy.2 high. Stark figures from the Oxford Economics
Nevertheless, businesses and individuals have Project showcase a “cultural catastrophe”. It may
The creative sector provides an abundance of
reacted swiftly and creatively, making changes be too soon to evaluate the impact of COVID-19,
talent. Along with this knowledge and innovation,
in their business models and propositions, but these numbers suggest that investment is
comes swathes of commercial opportunity. creative industries jobs
mobilising networks to navigate through these needed to protect creative industries if the whole are set to be lost by
The sector is evolving at pace and the pandemic
unprecedented social and economic times. economy is to Build Back Better. the end of 2021 (one in 20)
only expedited this. Reimagined working and
Amongst the difficulties that arose from increased regional, national and international
COVID-19, you will see the adaptability and sheer collaboration, meant creative industries forged
resilience of the creative sector. New ways of pathways for creatives to innovate, expand the
working have emerged, providing fruitful and economy and monetise creative solutions.
innovative results for companies, employees The North West was the birthplace of the
and the consumer. Collaboration has also been Industrial Revolution, and now it is at the forefront
a supremely positive by-product of lockdown. of a new one. Greater Manchester alone is home arah Novotny, Head of Digital,
S
Disappearing borders, and preconceived notions to 19,000 digital, creative and tech companies,3 Creative and Tech Sector Business
Support, GC Business Growth Hub
“The creative sector
permeates every
single industry.”
Irene Graham OBE, CEO, ScaleUp Institute
2 3
MEET THE CONTRIBUTORS
This report is based on insights from the industry professionals
below, who all contributed to the 2021 Creative Leaders Festival.
This flourishing event aims to connect, inspire and energise
professionals from across the North of England and is hosted
by GC Business Growth Hub.
• M
atthew Benson, Commercial and Marketing • J essica Jackson, Head of Investment, • M
ark Skipper DL, Chief Executive, • D
enise Turner, Director of Research
Director, Firesprite GC Angels Northern Ballet and Insight, Newsworks
• S
imon Benson, Immersive Technology • Neil J. Jones, Managing Director, North West • Imogen Tazzyman, Executive Creative Director, • Sam Whitear, Creative Industries Programme
Consultant, Talent for Tech Cyber Resilience Center McCann Manchester Manager, GC Business Growth Hub
• K
evin Blancoe, Head of Partnerships Nations & • Matt Latham, Co-founder, Tickr • Jenny Tooth OBE, CEO,
Regions, Channel 4 UK Business Angels Assocation UKBAA
• P
aul Leyland, Investment Manager, Maven
• Nathan Clark, Director, Brudenell Presents Capital Partners •
• D
r Marilyn Comrie OBE FRSA, Business • S
andy Lindsay MBE, Chair, Tangerine •
Development Director, The Blair Project Ltd Communications, The Juice Academy,
•
Northcoders
• S
teve Connor, Chief Executive, Creative
•
Concern, Board Member, • Ian Livingstone CBE, Chairman, Sumo Group plc
Greater Manchester, LEP
• S
acha Lord, Night Time Economy Adviser for
WATCH
• James Copson,Creative Director, Anattic Greater Manchester, THE OPENING OF THE
Parklife/The Warehouse Project CREATIVE LEADERS
• Lorna Davidson, CEO, Redwigwam FESTIVAL
• S
ir Roger Marsh OBE DL, Chair Leeds City
• Ian Dixon, Senior Advosor - Access to Finance,
Region Enterprise Partnership (LEP) & NP11
GC Business Growth Hub
• Dave Moutrey, Director and CEO, HOME
• Irene Graham OBE, CEO ScaleUp Institute
• S
arah Novotny, Head of Digital, Creative and
• B
eth Hewitt, Director (Creative) - School
Tech Sector Business Support,
of Arts, Media and Creative Technology,
GC Business Growth Hub
University of Salford
• M
ehjabeen Patrick, CFO,COO, Creative England
• S
haun Hinds, Chief Executive, Manchester
& Creative Industries Federation
Central Convention Complex
• Thomas Renn, Managing Director
• Dave Hopkins, Policy Advisor
at Bruntwood Science Park
for the West of England, IPO UK
• Vicky Roberts, Head of Communications, vTime
•
4 5
FILM AND TV
Alongside the behemoths in MediaCityUK, has been further bolstered by the BBC’s recent
other boroughs in Greater Manchester are also announcement to relocate further London-based
producing film and TV that is being viewed services, and increase the number of staff at the Film and TV in the UK4
worldwide. The Vectar Project in Stockport, and MediaCityUK base beyond the current 3,500.6
• £21.6bn GVA
Space Studios based in West Gorton are both
Production and projects may have ground to • In 2019, UK films earned £10.3bn globally
making a name for Greater Manchester through
a halt during the first few months of lockdown,
content. Cheshire-based The Hut Group (THG) • £8.6bn generated in exports
but the sector has now shown signs of bouncing
is also investing in Mancunian space for its ICON of goods and services
back. With a backlog of demand, many projects
development at Manchester Airport. Although • TV made £16.36bn in 2019
that need delivering and more deals being
there is production pedigree and history, with
secured – the work available is not the problem, it • £1.7bn generated by video in 2020
ITV Granada having been located within the
is the lack of skills and staff.
city centre since the 1930s, the latest growth
Success Spotlight: SPACE STUDIOS3 “Greater Manchester boasts almost one million
sq. ft. of formal production space, making it one
Contributes to the film and production industry Produces on-location spend of
of the most significant media hubs on Earth.”
£19.5m GVA £6.5m Sam Whitear, Creative Industries Programme Manager, GC Business Growth Hub
270 jobs
Stage space (across eight stages) of
17 acres,
(105,000 sq. ft.)
CASE STUDY
Creative Scale-Up helps Anattic to bounce back from
Brexit and COVID-19 challenges
Anattic is a Manchester-based video production to develop its financial, marketing and
company which specialises in commercials recruitment strategies.
and documentaries. Founded in 2015, it enjoyed
Despite the challenges of COVID-19, Anattic
steady growth until a 50% drop in turnover
WATCH has rebounded strongly, getting back to growth
FILM AND TV LOOKING in 2019 due to uncertainty around Brexit.
and hiring a new member of staff to grow its
THROUGH THE LENS
In 2020, it took part in the Creative Scale-Up business development activities. It now has plans
Programme from GC Business Growth Hub and to expand further afield while strengthening its
it came away ready to expand into new markets, reputation and client list at home in Manchester.
gaining the knowledge and confidence
6 7
IMMERSIVE TECHNOLOGY
AND GAMES
According to the UK Immersive Tech: VC Investment Report,
34% of investors want to invest in VR/AR post-COVID-19.7
PwC has predicted that immersive technology, was brought to mass market for everyday users Manchester Metropolitan University’s Creative
including virtual reality (VR) and augmented reality when previously it had been out of reach for many. AR and VR Hub has been supporting research
(AR), is set to contribute $1.5 trillion towards the and development (R&D) in immersive tech
VR and AR thrived during lockdown. More and
global economy, with the UK generating $69.3 across some of the region’s heritage sites and
more people wanting to remain connected in an
billion and creating 400,000 new jobs by 2030.8 within the tourism industry (in addition to sports,
ever-isolated world turned to technology to keep
These are astronomic figures for a sector that education and health). In 2019 the hub’s efforts
these connections alive. Increased leisure time,
has been deemed gimmicky or unmonetisable in tourism were awarded by the world’s leading
a desire to stay connected and the inability to
in the past. travel trade show, ITB Berlin, for creating an WATCH
leave your house all contributed to the growth
attitude change towards VR. A research award WHAT IS COMING UP IN
Before COVID-19, there had been an aggressive of the sector. VR allowed the social aspect of life THE AR / VR SPACE 2021
of this calibre is unequivocally promising for
commercial push to introduce VR and AR to the to flourish, as well as the workplace. Providing AND BEYOND
the region and demonstrates the value
masses, with trial stations set up on high streets new ways of collaborative working and hosting
Greater Manchester brings to immersive tech.
and other high traffic areas for consumers to see consumer and employee-led events, VR and AR
what these technologies could do. As a result have now been hailed as exceptional remote With 8,000 employees and more than 250
of lockdown, companies were forced to find training tools, allowing users to simulate real-life SMEs, MediaCityUK is one of the UK’s fastest-
alternative opportunities and adapt. With the situations to gain new skills. growing tech hubs, and has the potential to
introduction of the Oculus 2 headset, VR accelerate the region’s recovery post-COVID-19.
“As well as new users, there “AR is still niche, but the “Those VR headsets
is a change of perception… applications that will already in the home
COVID-19 removed the ‘why’ come from the AR world almost became the Wii
and changed it to ‘why not’.” will have the potential to Sports of the lockdown.”
Vicky Roberts, Head of Communications, vTime touch and help a lot more Simon Benson, Immersive Technology
industries. It needs to be Consultant, Talent for Tech
the solution that is right
for the project – not just
shoehorning something
to fit the tech.”
Vicky Roberts, Head of Communications, vTime
8 9
“The video games industry is a great British success
story and ticks all the right boxes for the new economy
– creative, digital, knowledge-based, high tech, high
skills, high salaries, export-focused, IP-creating and
regional. What’s not to like?”10
Ian Livingstone CBE, Chairman, Sumo Group plc
Gaming in the UK5 Gaming GVA across
WATCH
THE GAMES INDUSTRY • £2.6bn GVA - 2x greater the
the North of England5
GAME ON!
revenue of both France & Germany • £85.8m – Newcastle
• More than 20,000 people • £66.1m – Manchester
employed in the sector • £38m – Liverpool
• 2000+ games businesses across the UK • The North East games industry has
The games industry has been a success story North West companies, like Firesprite Games, • By 2023, market value the largest economic impact outside
during the pandemic and has seen phenomenal are outgrowing premises; a truly outstanding expected to reach £5.4bn of London and the South East.
growth, approximately five times ahead of where achievement during a global pandemic.
• £3.2bn in digital game sales in 2019
it should be. The industry grew 30% in 2020 and
There are challenges with hybrid working as
generated over £1 billion more than the previous
for every sector. Capturing the organic moments
record in 2018; a surge in the popularity of
during development is hard to replicate across
Esports contributed to this success9. Lockdown
digital mediums, as are creative brainstorms and
brought with it legions of new and loyal gamers,
monitoring mental health. These are all factored
exposing people who never would have had CASE STUDY
into the leaders’ thinking about emerging from
contact with games before.
the pandemic, yet are not insurmountable
Since early-2020, the sector has demonstrated problems. A shortage of senior skilled staff
Creative Scale-Up Programme helps Huey Games to build
its adaptability and robust infrastructure by is a more pressing issue. on lockdown successes with ambitious growth plan
immediately acclimatising to remote working and
Predictions for the future of games are in line Huey Games is a video game development of the programme and the ongoing mentorship
utilising the power of international collaboration.
with those in immersive tech; wearables and company from Manchester. Having built up a it received, Huey Games has developed a
Within Greater Manchester, companies such as
‘gaming on the go’ are the foreseen trajectory. strong client base through its work converting new business plan, doubled the size of its team
Equinox Studios are actively recruiting and many
games onto different platforms and developing and is on track for 2021 to be its best year yet.
limited-edition bundles, it has set its sights
Impacts
on expanding by creating more original games.
“Gaming is not a poor cousin to TV and Film.” Huey Games took part in the Creative Scale-
• 350% increase in staffing levels
Matthew Benson, Commercial and Marketing Director, Firesprite Up Programme as part of this journey towards • 43% growth in revenue since 2018
expansion. After completing the modules
• R
ecently celebrated a milestone
while thriving due to the increased investment
40,000 sales for Nintendo Switch port
in video games during lockdown, Huey Games
is well-positioned to grow. With the help
10 11
THE PERFORMING ARTS “Digital is the thing that’s made a difference for all of
us… we’ve been teaching our academy classes online…
AND NIGHT TIME ECONOMY we’ve even choreographed new ballets over Zoom…
it’s amazing what the technology can allow us to do.”
Mark Skipper DL, Chief Executive, Northern Ballet
Of all the creative industries, the performing arts have arguably
demonstrated the most tenacity and flexibility.
Not forcibly closed since the 16th Century,
theatres and live performance venues risked
These innovations, accessed by a paywall or a
‘pay-what-you-feel’ scheme, provide key learnings
Though Government funding has been
pivotal for some, many smaller venues,
Success Spotlight:
permanent closure if they did not react with for the future in terms of pricing and accessibility. and the freelance ecosystems that support HOME MCR6
urgency to the new normal. Cross-sector Without the intervention of digital platforms and the performing arts, have not benefitted.
collaboration between academics, technology, hybrid performances, theatres would never have Some establishments in the North West Impact on Greater Manchester
economy 2019/20:
£24.9m
arts, science, environmentalism and conservation reached audiences on a global scale. Livestreams reinvested money from recovery funds and
has been pivotal in creating a community mindset viewed by millions worldwide compared to a few furlough schemes back into the community,
amongst industry leaders; all supporting and hundred, not only opened doors commercially preserving the local theatre ecology
working together to ensure the health of the – from a cultural standpoint, they have allowed of freelancers and production crews.
arts is maintained. people from all socio-economic backgrounds to
Beyond the pandemic, it is evident that new Annual GVA benefits
access a type of culture that may have previously from local employment:
£12.3m
The adoption of digital technologies has been ways of working will have a profound effect
been out of reach.
a large growth area for the use of livestreams, on the performing arts industry. The blended
pre-recorded and outdoor performances. approach will be adopted by some going
forward, creating valuable revenue streams
for a crucial cultural sector. Annual GVA benefits from HOME
as a significant visitor attraction:
WATCH
HOSPITALITY AND THE “Without arts
£11.2m
GIG ECONOMY organisations, Annual benefits to local supply chain:
cities are
poorer not just £1.4m
metaphorically – Social benefits:
but literally.” 8,149 volunteer hours delivered
Dave Moutrey, by 285 volunteers, resulting
Director and CEO, HOME in £77,600 of social capital
£1m health and wellbeing cost savings
12 13
THE NIGHT TIME ECONOMY (NTE)7
5th 420,000 “One hospitality worker told me she walks 45 minutes
at 4 am to get home rather than take a cab as her
LARGEST SECTOR
IN THE UK
NTE EMPLOYEES IN
GREATER MANCHESTER
hourly rate is too low. Something has to change.”
Sacha Lord, Night Time Economy Adviser for Greater Manchester, Parklife/The Warehouse Project
One in Five
VENUES ON THE HIGH-STREET Business leaders within NTE are highly aware
IMPACT OF COVID-19
of the need to change certain practices. With key
ARE PERMANENTLY CLOSED
industry figures, such as Night Time Economy on GM’s NTE8
750,000 620,000 90%
Advisor Sacha Lord, insisting we need “to look
after our employees a lot better” and reduce
the “churn” of staff, there is work to do in terms
SHORTFALL OF JOBS of incentivising a prospective workforce. of GM’s NTE businesses closed
UK JOBS HAVE BEEN LOST AS
A RESULT OF THE PANDEMIC Now is the perfect time to make this change.
7%
only offered reduced services
The hospitality sector and Night Time Economy
(NTE) saw the most devasting consequences
out of all the creative industries. With bars
“This is a great dawn for
our sector and will out the PARKLIFE
66%
of NTE business in GM expected
and restaurants only able to serve takeaways, less convicted employer,
80,000
to make redundancies including
and limitations placed on opening times and
customers, there were only fleeting moments
while raising the ones 80% of restaurants
that are taking industry
18%
of respite for a sector pummelled by consistent
financial and job losses. standards seriously.” TICKETS SOLD IN 78 MINUTES
BUT OVER 4,000 JOBS LEFT
The NTE is diverse and eclectic. One of its Shaun Hinds, Chief Executive, UNFILLED of GM jobs were in sectors that
greatest assets is the low barriers to entry and Manchester Central Convention Complex were shut down due to COVID-19,
potential for inclusivity. Out of all the creative
higher than any other
subsectors, it is the NTE and hospitality industry
+1/3
that has the potential to speak to and reach the
largest cross-section of Greater Manchester.
of businesses will not be able
to achieve pre-pandemic levels
14 15
A surplus of available jobs combined with high,
pent-up demand means prospective employees
“Free trial shifts are free
have the opportunity to be discerning and choose labour… best practice
where they want to work. Greater Manchester is means being grown-up,
the first city to pledge to pay hospitality workers,
both full and part-time, a living wage. The
taking big steps and
region also promises to enhance transport links, pledging to be better.” Success Spotlight: UNITED WE STREAM9
ensuring workers finishing in the early
Lorna Davidson, CEO, Redwigwam
hours of the morning have access to affordable
10 weeks / 207 hours
and safe ways of getting home.
Safeguarding employees post-pandemic is
also a priority for the sector, with further pledges
by Sacha Lord to launch drop-in surgeries for
£477,000
everyone within hospitality. From health and
safety workers to bar staff, employers and
operators, these surgeries are designed to enable
people to harness their transferable skills, seek RAISED FOR GM’S NTE
advice and employment.
107 businesses
Appetite for hospitality will never go away, as
was evident in the multitude of live streams from
DJs and night clubs made available to people
worldwide during the UK’s lockdowns. The united
INDIVIDUALS AND ORGANISATIONS
front from industry leaders provides a beacon
SUPPORTED IN GM
of hope for the NTE in the months to come.
353
ARTISTS PERFORMED
1mVIEWERS OF HACIENDA
HOUSE PARTY
900,000
VIEWERS FOR HOMOELECTRIC
+15
COUNTRIES WITH VIEWERS
16 17
AGENCY LANDSCAPE
AND CONTENT CREATION
In the face of fierce competition and the challenges that have “We have to think about content as scriptwriters
become apparent since the onset of the pandemic, the volume of as well as publishing, TV, games and films.
buoyant creative agencies in Greater Manchester illustrates the By encouraging storytelling at a young age,
tenacity and resilience of the sector. it helps feed every one of our industries and
It is also a testament to how much business It is important to recognise that content and that is collaboration: sharing opportunities
there is; there is no shortage of agencies
and there is no shortage of clients.
platforms are so intrinsically linked that the
and stories to drive engagement irrespective
product needs to be marketed, created and
consumed differently. All content should evoke of the content delivery platform.”
As with other creative sectors, agencies
a response from the audience; personalisation, Sam Whitear, Creative Industries Programme Manager, GC Business Growth Hub
are committed to hybrid working, allowing
representation and inclusion are key. Traditional
recruitment nets to be cast nationwide.
print outlets are faced with these challenges
Nevertheless, there is a growing focus on
acknowledging the value of apprenticeships
and are having to adapt at speed to ensure “In a world of platforms, we often think we are
and training new graduates within the region.
relevance amongst their readerships. Online
bloggers and influencers face the opposing
marketing to devices, but we are marketing
Many larger agencies in Greater Manchester,
committed to nurturing homegrown talent,
problem of verifying and adding a layer of to people and creating content for people to
have even opened their own academy or
credibility to their content. Synergy needs to consume. Sometimes we get lost.”
exist between the two, and is starting to emerge.
developed internal programmes, such as Denise Turner, Director of Research and Insight, Newsworks
integrated communications agency Tangerine With community journalism on the rise, the
and the Juice Academy, MC2’s University allocation of one Northern correspondent
of Life for employees, and Manchester by national news corporations based in London
International Festival’s The Factory Academy. appears redundant and ineffective. Cooperation
and collaboration between local journalists
Currently, the biggest threat to agencies
and influencers is being leveraged in a new,
are brands that are establishing creative
revolutionary way that is far more relevant to
departments in-house. With more employers
audiences. Consumers are now seeing relatable WATCH
taking training into their own hands, it is only THE POWER OF
content that reflects their lived experiences,
natural for companies to develop their own PUBLISHING
driving engagement and consumption. In addition
in-house offering.
to individual driven content, safeguarding mass
Content creation reached a new stratosphere audiences for local news outlets, such as the
during lockdown – the rise of TikTok only serves Manchester Evening News, is pivotal in securing
to prove this. As social media and digital answers to crucial local questions and problems.
platforms evolve, the content that creatives Having the backing of a large readership allows
produce needs to reflect changing audiences regional outlets to pressure external bodies.
and their consumption patterns. Local media and its preservation are crucial
for the Greater Manchester creative ecosystem.
18 19CHALLENGES Class origins of workers in creative, professional and all occupations, 201910
Creative occupations1 Professional occupations2 All occupations
Despite the resilience and agility demonstrated by creative
industries, it is clear that there will be short, medium, and long term 16%
21%
challenges for the sector, such as access to finance, diversity, talent 29%
37%
pipeline and digital confidence. Creative industries are exceptionally Just 16% of those
in creative
…compared to 21%
of those in any …and 29% across all
self-aware in recognising certain barriers and are working towards occupations are 52%
professional
46%
occupations.
from working class
instilling processes and programmes to mitigate these. 32%
backgrounds…
occupation…
32%
Diversity and Inclusivity
35%
The creative industries shape and reflect the “We were getting out of
current state of society and culture through their
outputs. Demonstrating diversity and inclusivity
the digital skills gap before
is pivotal within business, industry and in what we COVID-19 and I fear we will Privileged Intermediate Working class
produce. Greater Manchester has a rich tapestry be back where we started.”
of diverse, lived experiences that can only prove
advantageous to the creative industries. Sandy Lindsay MBE, Chair, Tangerine
Communications, The Juice Academy, Northcoders
Diversity goes beyond race and gender; it
incorporates age, background, disabilities
and ways of thinking. Being truly diverse and
“Diversity and inclusion
inclusive goes further than just hiring. Like so is starting from the place
many sectors, the creative industries typically where you recognise
underserve these communities and still lack
thorough representation. that every single person
Ways of recruiting and recruitment collateral
is born with a talent.”
need to be changed to appeal to a wider Dr Marilyn Comrie OBE FRSA, Business
audience. Talent search has always had a Development Director, The Blair Project Ltd
superfluous focus on university degrees, when
apprenticeships and relevant experience could
have the same, if not more, relevance to the role.
By prescribing the need for a degree, sectors
are instantly severing ties with whole groups
WATCH
of prospective employees. Incentives WHAT IS THE ROLE OF CREATIVITY,
for job referrals within companies should be DIVERSITY AND INCLUSIVITY IN A
re-examined, as these provide a limited talent GROWING BUSINESS?
pool, based on the values and characteristics
of current employees.
20 21Greater Manchester is 25% ethnic minority The pandemic also reiterated the deep divide
and if this is not reflected in the workforce, then between the North and South – economically,
THE BUSINESS CASE FOR DIVERSITY
there are clear underlying issues. Rather than in mortality rates and in digital accessibility
hiring people to fulfil quotas, businesses must too. The ‘new normal’ shifted many of our daily
“Looking at the last 12 months, we have seen that businesses who champion inclusivity
cultivate an environment of free thinking to interactions online, leaving those without access
and diversity in their workforce have actually performed better in the whole pursuit of
amplify minority voices and empower them to to digital technologies feeling increasingly
sustaining and propelling themselves in the pandemic. It is beyond culture, more than
make business decisions. Advertising job roles isolated and out of touch. Greater Manchester
a fashion; it is helping the business’ bottom-line. Diversity is a competitive advantage
on platforms that minority communities use, Mayor Andy Burnham, along with Greater
and there is now, in crude terms, a business case for it.”
rather than, for example, LinkedIn, could also Manchester LEP, created a Digital Inclusion Action
yield better results for diversity. Removing Network to tackle digital inequality in the under Sarah Novotny, Head of Digital, Creative and Tech Sector
language that is too gendered and omitting 25s and over 75s. The Action Network will make Business Support, GC Business Growth Hub
desired skills can all help to make a company Greater Manchester one of the first city-regions
feel more inclusive. in the world to equip all under 25s, over 75s
and disabled people with the skills, connectivity
The GVA of the creative industries is the product
of the new ideas that individuals create and
and equipment to get online.
“Who is being represented “Diversity is having a seat
collectively bring to market. Diverse thinking
and inclusivity are essential for these to come
and what stories are at the table, inclusion
to fruition. We need to ensure we have the being told whilst drawing is having a voice, and
ecosystems in place to remove barriers to upon different voices belonging is having that
entry, hear voices and propel ideas into funding
opportunities or positions for investment.
only serves to make end voice be heard.”
Innovation needs new thinking and diversity products better, richer, Liz Fosslien and Mollie West Duffy
is central to this.
and more meaningful.
We live in an inherently
diverse world and if we
don’t create work that
“Diversity is not a problem reflects that, then we
to be solved, it is the will get left behind.”
solution to the problem.” Imogen Tazzyman, Executive Creative Director,
Imogen Tazzyman, Executive Creative Director, McCann Manchester
McCann Manchester
22 23SKILLS AND PLACES
Attempts had been made to stimulate interest in the creative “When we start something new, we have industry
industries among Greater Manchester’s schools in the run-up right at the heart of it. Even before we have written
to 2020, to nurture ecosystems and develop talent pipelines. a title, we are thinking of industry. This is how you
This progress was slowed due to lockdowns. Encouragement from young adults’ key leaders get a collaborative approach.”
Since the pandemic, a surplus in talent and is pivotal if we are to recruit the next generation Creative Director, MediaCity UK University of Salford Campus
shrinking job openings allowed many companies of creatives. The sector needs to amplify success,
to hire creatives with senior experience. These opportunities and a diverse range of career In addition to training, apprenticeships, Gaming is 35% more productive than any other
discerning employers reduced the opportunities paths. The pandemic highlighted the breadth of mentorship programmes and public/private industry and should be viewed as a valuable
for entry-level jobs in a drastic way, thus putting misunderstanding when it comes to the creative sector project funding, facilitating connections aspect of the economy, but currently it is not.
career changers, school leavers and graduates industries, ignoring freelancers and ecosystems between potential employees and businesses There is media negativity shrouding the sector,
at a disadvantage. that are the linchpins of the sector. It is down to and offering advice is valuable experience for preventing recruitment. The games sector
creative leaders to make the invisible visible, and young professionals. There is always a risk is dominated by white men and there needs
The success of online learning during the
make career starters understand and realise that that enterprises may have to migrate because to be more accessibility, diversity and inclusivity.
pandemic cannot be understated. It has allowed
this is a viable path. There is a binary view from of a shortage of skilled personnel. Young Games are played by all genders, played globally,
training providers, like the Juice Academy, to go
some employment and Government institutions people’s education needs to be directed towards attracting customers from all backgrounds;
from servicing the region to servicing the UK,
about what graduates can bring to the table equipping them with the abilities to embrace so the teams making these games need to
and the swift action from academic institutions to
having studied a particular specialism. Calls have creativity, critical thinking, communication, and reflect this. Achieving diversity can only start
move online is applaudable. However, there are
been made to amplify the interdisciplinary talents problem-solving. Future employers will find these by addressing careers and skills.
some negatives for remote learning that should
of creative students and the value they bring to transferrable skills exceptionally valuable.
be addressed. Practical courses need practical
the economy, and to frame non-linear pathways
time, allowing the students to practise and
positively. Action needs to be immediate,
explore the technology. The social aspect
especially as there has been a 30% decrease in
of studying has also been removed. Creating peer
uptake of arts subjects at GCSE and A-Level in
networks and learning from each other is pivotal
recent years. With the current issues surrounding
within creative industries, and something that has
examinations, the effect of this decrease is WATCH
been forcibly denied to an entire cohort. CREATIVE FUTURES
yet to be accounted for.11 Universities are also
concerned about the future interest in the arts
if talents are not commercially appreciated.
“We have a responsibility for helping to develop
and support talent outside of London from entry-
level work experience and trainee schemes to
supporting people on the job and developing their
careers without the need to gravitate to London
to develop and progress their careers.”
Kevin Blacoe, Head of Partnerships, Nations & Regions, Channel 4
24 25“Moving to London in order to progress should be
optional, not conditional and there is a long way
to go to make that a genuine reality.”
James Copson, Creative Director, Anattic
The December 2020 announcement of the is an urgent need for access to jobs, education,
£2.5 billion skills fund will provide some aid in housing, health and transport, which requires
upskilling the region. An additional £95 million sustainable development and immediate action.
will be made available to give adults free access We encourage global players to invest in our
to level 3 qualifications. Whilst this will break homegrown talent, but we must invest in the
down some barriers to entry, the responsibility wider region as well.
is also within industry to ensure job descriptions
Nine Greater Manchester councils (Bolton,
are inclusive, the right training opportunities
Bury, Manchester, Oldham, Rochdale, Salford,
are in place internally, and the correct channels
Tameside, Trafford and Wigan) have recently
and mindsets are being used to find employees.
agreed to create the Places for Everyone Plan
Alongside levelling up skills, there is a great 2021. The Plan will ensure the prosperous future
“During the pandemic, we have suffered as there is a lack need for equality amongst all areas in Greater
Manchester. The city is well known across
and development of the region, its economy
and its people. Feeding into this regional plan
of understanding of the breadth of roles that support the world and attracts global business and for equality is the national levelling up agenda.
events… there is so much that forms our ecosystems.” investment, yet the rest of the region is often The regional and inter-regional disparity in the
forgotten. Much of Greater Manchester has not UK is greater than any other comparable country,
Shaun Hinds, Chief Executive, Manchester Central Convention Complex enjoyed the growing profitability experienced making an already compelling case for change
in the city and has even suffered as a result. even more significant. More investment is needed
For parts of Greater Manchester with lower if we are to sustain the creative industries and
Recently, a large focus has been placed on Even with the best retention strategy, it will be productivity, pay and living standards, there promote diversity within the sector.
coding. Whilst coders are vital, without creative impossible to retain all employees, and some will
input, coders will not be able to provide the naturally move on to seek out other opportunities.
gaming industry with what it needs. Due to We can, however, mitigate premature departure
the lack of positive perception surrounding and misguided perceptions of better progression
the games sector, industry leaders have found in the South East by demonstrating the value “Part of university and any training is the alumni; the
it difficult to reach out to schools with an the North brings. 51% of graduates12 choose people you meet on it, developing a network and making
aspirational message about a lucrative career to stay in the region. This should be capitalised
in games. Consequently, companies are forced on by employers and encourage businesses to friends for life. The whole ability of building a circle
to recruit from outside the region, sometimes be present at career fairs to highlight the value of creatives is my one worry about remote working.”
even internationally. of a creative role in the North.
Sandy Lindsay MBE, Chair, Tangerine Communications, The Juice Academy, Northcoders
26 27DIGITAL CONFIDENCE for SMEs to help safeguard their digital security. driven mindset rather than finding a reactive cure.
(CYBER SECURITY)
For example, the Cyber Resilience Centre Developers trained in security mean safer and
in Manchester works in conjunction with more productive coding. Investment and access
Greater Manchester Police to offer regional to finance are vital to safeguard our creative
companies the skills and knowledge to ensure industries online.
best digital practice.
Without reporting crime, analysts and
In shocking data gathered by the DCMS Cyber Security Breaches
Survey 2021, four in 10 businesses were victims of a cyber-attack
policymakers do not have the intelligence “You want to be working
needed to detect trends, patterns, perpetrators
in the last 12 months and less than 46% of businesses could even and create preventative measures. Many with defined policies and
identify a breach. business leaders are also unaware that the procedures that you have
police are fully trained in helping businesses
that fall victim to cybercriminals. There is also a
adopted business-wide.”
Worryingly, some businesses are experiencing on how to use personal devices at work despite
attacks at least once a week, indicating that the nearly half using them. Disconcertingly, the reluctance to report crimes because of potential Paul Harland, EMEA Channel Solutions Architect, Snyk
frequency and threat trajectory of cybercriminals importance of cyber security had not increased reputational damage and myths surrounding
is still far greater than companies realise. Along due to COVID-19 for 84% of businesses. the loss of business, due to equipment seizures. Average cost of all cyber security
with a fiscal cost of a cyber-attack, there may
Knowing where to start is often a barrier for Investing in cyber security can be yet another breaches in the past 12 months11
also be data losses which are far more difficult
SMEs, in addition to the misplaced confidence barrier as start-ups pour all their time and
to account for. Threats to clients’ and employees’
that it will not happen to them. Simple steps, energy into creating and monetising a solution SMEs:
£8,460
privacy has dramatic effects and can be used in
such as raising awareness and training staff on or product. Creative industries are well versed
future scams. Of the businesses that experience
how to become cyber resilient, can dramatically in protecting their Intellectual Property (IP) and
attacks, one in five suffer financially and over a
benefit digital security. Whilst awareness is need to take the same steps with their cyber
third experience some sort of negative impact,
key, an SME also needs to have a business security processes. Devoting valuable time and
such as loss of time and resource. Medium & large businesses:
£13,400
continuity model in place, in the same way money towards developers and coders could be
you would need one for a fire or flood. In fact, a lifeline in protecting businesses online. Security
“It is not a case a cyber-attack is far more likely to happen and teams within developers create a prevention-
of ‘if’, but ‘when’.” needs to be taken seriously.
Neil J. Jones, Managing Director,
North West Cyber Resilience Center
Updating computer systems, having effective
passwords and good digital hygiene all increase a
AS LITTLE AS 1-2%
company’s digital resilience. Allocating roles and OF ALL CYBERCRIME IS
responsibilities in a cyber security plan is
Cyber security needs to be at the forefront
of any business strategy, and remote working
also very effective in keeping a business safe. CURRENTLY REPORTED
has exacerbated the need to have robust
Data protection is an area of increasing focus
for directors and senior staff, but cyber resilience
NATIONALLY
cyber security measures. Using personal
goes beyond preventing breaches. Creating
devices to access work leaves many companies
processes will crucially enable organisations to
vulnerable, as only 23% of companies have
recognise, respond to and recover from incidents.
a cyber security policy covering home working.
Building protective software and deploying
With many small companies not able to provide
penetration tests are also helpful in minimising
work devices, employees had to use personal WATCH
vulnerabilities, but can be costly. National and
laptops and phones for remote working. Only IMPLEMENTING STRONG
regional agencies provide many free resources CYBER SECURITY
18% of businesses have a cyber security policy
FOUNDATIONS
28 29ACCESS TO FINANCE
The creative sector, whilst being vital for our economy, is still “The success of the creative
met with many barriers for founders and start-ups wanting to industries relies on efficient
access finance. One of the key issues for investment is the lack capital as opposed to refunding
of understanding about the sector and its breadth of subsectors. at the next milestone.”
The tech sector and the solutions it brings, is right subsector. This is, in essence, a cross- Thomas Renn, Managing Director at Bruntwood Science Park
far more attractive to investors,w than creative collaborative education piece.
industry businesses as the business plans, growth
trajectory and monetisation can be valued more
Launched in June 2021, the Invest in Creative “Creativity is in everything we do. When we
Toolkit was built in partnership with 55
easily by investors, venture capitalists and other talk about tech, digital, creatives and culture
contributors, reflecting the broad partnership
funders. The creative sector spans so many
and inherent need for funding in the sector. they are all interlinked and support each other
subsectors that are devastatingly underserviced,
despite feeding into and shaping our culture
The free toolkit provides unparalleled and and the wider economy and community. It is
valuable information for existing and new
and society.
investors to access and familiarise themselves
vital we continue to develop bespoke support
Whilst many start-ups have probably accessed with the creative industry and its subsectors. programmes, to help these businesses grow,
one-off funds or grants, in reality these are not It visualises the economic impact and lucrative which in turn will provide future careers, GVA
enough to sustain a business or project. Again, opportunities available.
a lack of education in understanding the amount and investment opportunities for the region.”
Running parallel to this barrier is the lack of
of finance required is a barrier to successful Sarah Novotny, Head of Digital, Creative and Tech Sector
understanding founders and start-ups have when
investments. Within creative industries, there Business Support, GC Business Growth Hub
it comes to finding and securing finance, valuing
is not the initial exponential growth that
their intellectual assets, and being investor-ready.
investors like to see, rather it is a step-change
growth pattern. The difficulty of articulating the Creatives are disproportionately disadvantaged
advantages of the creative sector will continue to when it comes to securing funding, as investors
grow unless there is an understanding of how it do not have the depth of knowledge in WATCH
works and its growth cycle. A funding ecosystem comparison to other, more tangible sectors. NATIONAL INVESTMENT
LANDSCAPE FOR
needs to be established to permit creatives to Though the Investor Toolkit will bridge some CREATIVES
access initial and follow-on funding, allowing of the gaps, entrepreneurs must relay information
them to grow rather than keep searching for cohesively and simply, in conjunction with “You cannot mechanically
new rounds of finance. Entrepreneurs should concretely setting out commercial viability. break down a creative
be mindful of how many investors they have Passion is rife within the industry and needs
and who they have on board, as this can have to continue, albeit it needs to be harnessed
business via an algorithm
ramifications on products and services further to produce material an investor needs. or spreadsheet. You need
down the line. Developing a funding ecosystem
would mitigate these risks.
to understand how the flow
“Only 14% of investors investing of the industry works to
There is a shared understanding between in the creative industries invest
institutional bodies such as Creative England, in the North of England.” recognise the value.”
UKBAA, and industry leaders, that the right Jenny Tooth OBE, CEO, UK Business Mike Perls MBE, Chair and Founder, MC2
investors need to be connected with the Angels Association UKBAA
30 31“Investors want to be better connected to the sector and “Founders and creatives need
its subsectors, have better knowledge and see more to look at who is around
investor-ready companies… we have created the Invest them, who is in their advisor
In Creative Toolkit – built by investors for investors.” pool or peer network. Who
Irene Graham OBE, CEO, ScaleUp Institute can they talk to and share
experiences with, as well as
Entrepreneurs in tech may be well-versed
in protecting and patenting their products, yet
Growth hubs give start-ups the access
to experts that signpost public and private sector
discuss the potential of the
creatives working in the more traditional arts opportunities for funding. Being investor-ready business? Entrepreneurs
are not as informed about protecting IP or is recognised by GC Business Growth Hub as a need to engage with all hubs,
placing value on their assets. Everything from
brand names and logos to design and client lists
key barrier in securing finance; it provides Access
to Finance classes, mentorship programmes
accelerator programmes and
form part of the company’s assets and protecting and pitch practice to help nurture Greater use all the tools available.”
these, regardless of the cost, should be treated Manchester’s entrepreneurial creative talent.
Jessica Jackson, Head of Investment, GC Angels
as a priority. The Creative Scale-Up Programme
prioritises IP protection and highlights this
as a key element that investors look for to
safeguard their investment. “Founders and entrepreneurs
are very good at talking
about the solution they bring,
CASE STUDY
but less able to talk about
GC Business Growth Hub support helps Vivid Creative through the context of the market
the shutdown of the tourist sector and prepare for global scale up in which they operate.”
Vivid is a brand and creative agency for the However, the impact of COVID-19 and lockdown Ian Dixon, Senior Advisor - Access to Finance,
tourism and place sector based in Manchester. on the tourism industry meant that Vivid’s plans GC Business Growth Hub
Founded in 2000, it had ambitious growth plans, had to be put on hold, so that it could focus
including expansion beyond the UK market, on its business and support its clients through
so it signed up for the Creative Scale-Up a period of unprecedented challenges. With the “Intellectual Property should
Programme to gain the skills and knowledge help of the modules on the Creative Scale-Up not be seen as a cost, it is an
needed to achieve this growth. Programme and guidance and support from its
advisors, Vivid has been able to get through 12
investment in your creativity
months like no other and is now ready to look to and innovation”
the future and get its growth plans back on track. Dave Hopkins, Policy Advisor for the
West of England, IPO UK
“Would you be able to
“Investors engage more if you break the sector explain your business
down, you don’t do justice to the opportunities proposition to your nan?”
in the subsectors if you are too broad.”
Paul Leyland, Investment Manager,
Maven Capital Partners
Mehjabeen Patrick, CFO/COO, Creative England & Creative Industries Federation
32 33THE OPPORTUNITIES
A new investment opportunity has emerged in the creative
industries, as AI, virtual reality, augmented reality, the Internet of The opportunity The opportunity
Things and big data combine to create unprecedented innovation. in the UK12 in the North West13
Its growth over the last decade has allowed tens CSU takes the raw talent of a business, harnesses • 1,630 creative scale ups and • 155 creative scale ups
of thousands of companies at all stages (start-ups its creativity and passion and turns it into investor- scaling business in the UK and scaling business in GM
to prospective IPOs) to engage with a community ready business acumen. It aims to empower • 54% are involved in a range • £2.29bn turnover
that boasts a range of cutting-edge specialisms, creative businesses in the Greater Manchester of markets around the world • 19,253 people employed
fostering a collaborative and innovative region to realise their full growth potential
• £43bn turnover
community. The success of these flourishing and gain investment to take their business
industries directly impacts the general economic to the next level. • 65% are innovating products, services
landscape of the region, with other industries or process at 2x the rate of larger firms
beyond technology looking to invest. The CSU programme is producing investor- • Creative industries generated
ready businesses that are equipped to scale up £30bn worth of exports last year
The strong transport and commuter links mean
anddo something remarkable with their product
Greater Manchester draws from a talent pool of
and service. All the businesses it works with are
7.2 million people located within an hour’s travel
commercially viable, and it hones, listens
time from the city, on top of the 2.8 million people
to and nurtures aspirational creatives to ensure
living within the city region. This expansive talent
they project their opportunities for growth and
pool is sustained and enhanced by the attraction
of young graduates enrolled in the five universities
profit in a translatable manner. We appreciate “The Creative Scale-Up Programme is a whole
within the region of Greater Manchester. This
that not all businesses fit the criteria for the CSU
programme and have partnered with DCMS on
basket of support for the creative industries
is set to be further enhanced by the opening of
the School of Digital Arts (SODA) at Manchester
yet another venture to support more regional in terms of helping them scale up, pitch, win
Metropolitan University in September 2021.
creative businesses, through the Creative more business globally and get to grips with
Accelerator Programme.
Creative businesses need to scale up and trading globally.”
investment is crucial. Irrespective of this is Steve Connor, Chief Executive, Creative Concern,
the need for support in the forms of incubators, Board Member, Greater Manchester LEP
accelerators, growth hubs, networks and
programmes like the Creative Scale-Up
Programme (CSU).
“As cultural and creative
leaders, we add colour
to people’s lives.”
Nathan Clark, Director, Brudenell Presents
34 35INTERNATIONAL EXPANSION “The Creative Scale-
The Creative Leaders Festival attracts the
greatest leaders from around the UK to impart
valuable knowledge on a whole wealth of Up Programme allows
subjects including international expansion. businesses to tap into
Over the past decade,
The creative sector is built on shared
experience and learnings, demonstrating the
a wider economy of
policymaking within Greater support these events bring. From international knowledge and be
Manchester has allowed lawyers to titans of industry, and Chairs and proactive in accessing
Success spotlight: Chief Executives of the sector’s most important
creative industries to thrive CREATIVE SCALE-UP bodies, the Creative Leaders Festival is curated peer knowledge to
and become major economic PROGRAMME14 with the needs of the creative start-up sector in facilitate the business
drivers for the city. Paus is a streaming platform for
mind. It emulates the networks we encourage
the founders to join and create themselves.
in filling in the gaps in
The power of creative industries to generate independent movie makers leadership, the structure
The CSU programme encourages
international recognition for the city, and attract • Paus now showcases over 2,000 entrepreneurs to think from the perspective of processes and
wider economic investment, is clear. COVID-19
presents a unique opportunity to galvanise the
filmmakers worldwide on its platform of the new buyers in the new markets they investment routes…it’s
power of the creative industries to drive forward
• Over £1m of investment secured are trying to infiltrate. With more flexible criteria
a whole different ball
since completing the programme for qualifying as a scale up, the programme
economic recovery on a wider scale.
appreciates the way the creative sector game running a business
Programmes like CSU are essential in providing operates. Appropriate mentors and growth that goes from under
the possibility for businesses to export
internationally, enabling start-ups to access
advisors are assigned to ensure the best
commercial care is provided to the business.
10 employees to over 30.”
vital areas of expertise on how to leverage their arah Novotny, Head of Digital,
S
Through shared learning and the pandemic, Creative and Tech Sector Business Support,
product and service to international consumers.
many businesses have already expanded GC Business Growth Hub
As a natural progression from the CSU globally either in terms of recruitment, digital
programme, GC Business Growth Hub offers platforms or services.
the Global Scale-up Programme (GSU). This “If you are a tech business, Since the Greater
tailored programme presents SMEs with the
limitless opportunities that being a global
your ambition should be Manchester Creative
business can bring. Following on from CSU, national if not global. You Scale-Up Programme
teams will be ready for international expansion should be looking far and started…15
and be fine-tuned enough to secure investment.
wide and investors need
1,355
The Global Scale-up Programme catapults
WATCH
these businesses into global markets. Providing to be doing the same.” TAKING YOUR BUSINESS
planning, testing, mentors, strategy and TO THE NEXT LEVEL
Matt Latham, Co-Founder, Tickr
education, GSU creates an opportunity for Creatives have been engaged with
creative businesses in Greater Manchester
to benefit from an entire lifecycle of support.
Businesses on our programme
have raised over
Games are in a privileged position of hitting
international markets as soon as they are
uploaded, as gaming as a product has been
£750,000
100+
replaced with a service. Some creative
services, nevertheless, need to be transcreated
and redesigned to fit the needs of the new
international market and new audience. businesses signposted to further support
36 37You can also read
