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 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 £900m ‘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 2 are the backbone of the UK economy and tax relief, apprenticeship incentives, a £500 million focus on six sub-sectors, their impact on the In the UK 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 £12bn 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 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, 112,700 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 The sector is evolving at pace and the pandemic are set to be lost by unprecedented social and economic times. economy is to Build Back Better. only expedited this. Reimagined working and the end of 2021 (one in 20) 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 Sarah Novotny, Head of Digital, 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.

• Matthew Benson, Commercial and Marketing • Jessica Jackson, Head of Investment, • Mark Skipper DL, Chief Executive, • Denise Turner, Director of Research Director, Firesprite GC Angels Northern Ballet and Insight, Newsworks

• Simon 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

• Kevin Blancoe, Head of Partnerships Nations & • Matt Latham, Co-founder, Tickr • Jenny Tooth OBE, CEO, Regions, Channel 4 UK Business Angels Assocation UKBAA • Paul Leyland, Investment Manager, Maven • Nathan Clark, Director, Brudenell Presents Capital Partners •

• Dr Marilyn Comrie OBE FRSA, Business • Sandy Lindsay MBE, Chair, Tangerine • Development Director, The Blair Project Ltd Communications, The Juice Academy, • Northcoders • Steve Connor, Chief Executive, Creative • Concern, Board Member, • Ian Livingstone CBE, Chairman, Sumo Group plc Greater Manchester, LEP WATCH • Sacha Lord, Night Time Economy Adviser for • James Copson,Creative Director, Anattic Greater Manchester, THE OPENING OF THE Parklife/The Warehouse Project CREATIVE LEADERS • Lorna Davidson, CEO, Redwigwam FESTIVAL • Sir 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 • Sarah Novotny, Head of Digital, Creative and • Beth Hewitt, Director (Creative) - School Tech Sector Business Support, of Arts, Media and Creative Technology, GC Business Growth Hub University of Salford • Mehjabeen Patrick, CFO,COO, Creative England • Shaun 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 4 producing film and TV that is being viewed services, and increase the number of staff at the Film and TV in the UK 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 making a name for Greater Manchester through • In 2019, UK films earned £10.3bn globally 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 that need delivering and more deals being • TV made £16.36bn in 2019 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 Stage space (across eight stages) of

270 jobs 17 acres, CASE STUDY (105,000 sq. ft.) 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 in 2019 due to uncertainty around Brexit. FILM AND TV LOOKING 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 leave your house all contributed to the growth WATCH 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 of this calibre is unequivocally promising for THE AR / VR SPACE 2021 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 5 THE GAMES INDUSTRY • £2.6bn GVA - 2x greater the the North of England 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 into the leaders’ thinking about emerging from CASE STUDY 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.” • 350% increase in staffing levels Huey Games took part in the Creative Scale- 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 • Recently 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, These innovations, accessed by a paywall or a Though Government funding has been theatres and live performance venues risked ‘pay-what-you-feel’ scheme, provide key learnings Success Spotlight: pivotal for some, many smaller venues, 6 permanent closure if they did not react with for the future in terms of pricing and accessibility. and the freelance ecosystems that support HOME MCR 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 arts, science, environmentalism and conservation reached audiences on a global scale. Livestreams reinvested money from recovery funds and economy 2019/20: 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 £24.9m 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: 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 £12.3m forward, creating valuable revenue streams for a crucial cultural sector. Annual GVA benefits from HOME as a significant visitor attraction:

WATCH £11.2m HOSPITALITY AND THE “Without arts 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

“One hospitality worker told me she walks 45 minutes 5th 420,000 at 4 am to get home rather than take a cab as her LARGEST SECTOR NTE EMPLOYEES IN hourly rate is too low. Something has to change.” IN THE UK GREATER MANCHESTER 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 ARE PERMANENTLY CLOSED of the need to change certain practices. With key 8 industry figures, such as Night Time Economy on GM’s NTE Advisor Sacha Lord, insisting we need “to look after our employees a lot better” and reduce 750,000 620,000 the “churn” of staff, there is work to do in terms 90% of incentivising a prospective workforce. SHORTFALL OF JOBS UK JOBS HAVE BEEN LOST AS of GM’s NTE businesses closed 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 “This is a great dawn for (NTE) saw the most devasting consequences PARKLIFE 66% out of all the creative industries. With bars our sector and will out the of NTE business in GM expected and restaurants only able to serve takeaways, less convicted employer, to make redundancies including and limitations placed on opening times and 80% of restaurants customers, there were only fleeting moments while raising the ones of respite for a sector pummelled by consistent that are taking industry 80,000 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 18% 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 that has the potential to speak to and reach the largest cross-section of Greater Manchester. +1/3 of businesses will not be able to achieve pre-pandemic levels

14 15 A surplus of available jobs combined with high, “Free trial shifts are free pent-up demand means prospective employees 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 and safe ways of getting home.

Safeguarding employees post-pandemic is also a priority for the sector, with further pledges 10 weeks / 207 hours by Sacha Lord to launch drop-in surgeries for everyone within hospitality. From health and safety workers to bar staff, employers and operators, these surgeries are designed to enable £477,000 people to harness their transferable skills, seek RAISED FOR GM’S NTE advice and employment.

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 107 businesses INDIVIDUALS AND ORGANISATIONS front from industry leaders provides a beacon SUPPORTED IN GM of hope for the NTE in the months to come. 353 1m ARTISTS PERFORMED VIEWERS OF HACIENDA HOUSE PARTY 900,000 +15 VIEWERS FOR HOMOELECTRIC 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 platforms are so intrinsically linked that the and stories to drive engagement irrespective and there is no shortage of clients. 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 and are having to adapt at speed to ensure acknowledging the value of apprenticeships “In a world of platforms, we often think we are relevance amongst their readerships. Online and training new graduates within the region. bloggers and influencers face the opposing marketing to devices, but we are marketing Many larger agencies in Greater Manchester, problem of verifying and adding a layer of to people and creating content for people to committed to nurturing homegrown talent, credibility to their content. Synergy needs to have even opened their own academy or 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 content that reflects their lived experiences, THE POWER OF 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 19 CHALLENGES 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 16% industries, it is clear that there will be short, medium, and long term 21% challenges for the sector, such as access to finance, diversity, talent 29% Just 16% of those 37% …compared to 21% pipeline and digital confidence. Creative industries are exceptionally in creative of those in any …and 29% across all occupations are 52% 46% self-aware in recognising certain barriers and are working towards professional occupations. from working class occupation… backgrounds… instilling processes and programmes to mitigate these. 32% 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 21 Greater 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 and equipment to get online. of the new ideas that individuals create and “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 23 SKILLS 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 The success of online learning during the young professionals. There is always a risk is dominated by white men and there needs make career starters understand and realise that pandemic cannot be understated. It has allowed that enterprises may have to migrate because to be more accessibility, diversity and inclusivity. this is a viable path. There is a binary view from training providers, like the Juice Academy, to go of a shortage of skilled personnel. Young Games are played by all genders, played globally, some employment and Government institutions from servicing the region to servicing the UK, people’s education needs to be directed towards attracting customers from all backgrounds; about what graduates can bring to the table and the swift action from academic institutions to equipping them with the abilities to embrace so the teams making these games need to having studied a particular specialism. Calls have move online is applaudable. However, there are creativity, critical thinking, communication, and reflect this. Achieving diversity can only start been made to amplify the interdisciplinary talents some negatives for remote learning that should problem-solving. Future employers will find these by addressing careers and skills. of creative students and the value they bring to be addressed. Practical courses need practical transferrable skills exceptionally valuable. 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. yet to be accounted for.11 Universities are also CREATIVE FUTURES 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 need for equality amongst all areas in Greater and development of the region, its economy “During the pandemic, we have suffered as there is a lack Manchester. The city is well known across 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 27 DIGITAL CONFIDENCE for SMEs to help safeguard their digital security. driven mindset rather than finding a reactive cure. For example, the Cyber Resilience Centre Developers trained in security mean safer and (CYBER SECURITY) 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.

In shocking data gathered by the DCMS Cyber Security Breaches Without reporting crime, analysts and policymakers do not have the intelligence “You want to be working Survey 2021, four in 10 businesses were victims of a cyber-attack 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 adopted business-wide.” Worryingly, some businesses are experiencing on how to use personal devices at work despite that fall victim to cybercriminals. There is also a 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 months also be data losses which are far more difficult 11 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: 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 £8,460 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. continuity model in place, in the same way money towards developers and coders could be Medium & large businesses: 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- £13,400 of ‘if’, but ‘when’.” needs to be taken seriously. Neil J. Jones, Managing Director, Updating computer systems, having effective North West Cyber Resilience Center 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 also very effective in keeping a business safe. CURRENTLY REPORTED of any business strategy, and remote working Data protection is an area of increasing focus has exacerbated the need to have robust 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 vulnerabilities, but can be costly. National and WATCH laptops and phones for remote working. Only IMPLEMENTING STRONG regional agencies provide many free resources 18% of businesses have a cyber security policy CYBER SECURITY FOUNDATIONS

28 29 ACCESS 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 Launched in June 2021, the Invest in Creative trajectory and monetisation can be valued more “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, The free toolkit provides unparalleled and despite feeding into and shaping our culture 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 Growth hubs give start-ups the access in protecting and patenting their products, yet 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 key barrier in securing finance; it provides Access brand names and logos to design and client lists 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?”  Paul Leyland, Investment Manager, in the subsectors if you are too broad.” Maven Capital Partners Mehjabeen Patrick, CFO/COO, Creative England & Creative Industries Federation

32 33 THE 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 profit in a translatable manner. We appreciate of young graduates enrolled in the five universities “The Creative Scale-Up Programme is a whole that not all businesses fit the criteria for the CSU within the region of Greater Manchester. This programme and have partnered with DCMS on basket of support for the creative industries is set to be further enhanced by the opening of yet another venture to support more regional in terms of helping them scale up, pitch, win the School of Digital Arts (SODA) at Manchester creative businesses, through the Creative Metropolitan University in September 2021. 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 35 The Creative Leaders Festival attracts the “The Creative Scale- INTERNATIONAL EXPANSION 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 The creative sector is built on shared Over the past decade, 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. mind. It emulates the networks we encourage in filling in the gaps in Paus is a streaming platform for the founders to join and create themselves. 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 filmmakers worldwide on its platform of the new buyers in the new markets they investment routes…it’s presents a unique opportunity to galvanise the • Over £1m of investment secured are trying to infiltrate. With more flexible criteria power of the creative industries to drive forward 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 advisors are assigned to ensure the best 10 employees to over 30.” internationally, enabling start-ups to access commercial care is provided to the business. vital areas of expertise on how to leverage their Sarah Novotny, Head of Digital, Through shared learning and the pandemic, product and service to international consumers. Creative and Tech Sector Business Support, 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, tailored programme presents SMEs with the Since the Greater 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. The Global Scale-up Programme catapults wide and investors need WATCH these businesses into global markets. Providing to be doing the same.” TAKING YOUR BUSINESS planning, testing, mentors, strategy and TO THE NEXT LEVEL 1,355 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 replaced with a service. Some creative services, nevertheless, need to be transcreated and redesigned to fit the needs of the new 100+ international market and new audience. businesses signposted to further support 36 37 ENCOURAGING INVESTMENT INTO THE SECTOR

“The Investor market is frothy.” Matthew Benson, Commercial and Marketing Director, Firesprite Games

The launch of the investor toolkit, created in collaboration with investors are seeing refined creative individuals Success Spotlight: who can clearly articulate the problems in the 17 UKBAA, the ScaleUp Institute and DCMS, showcases the appetite marketplace, the proposed solution and how EVIDENTIAL REALITY for knowledge and also the return the creative industry can bring. commercially viable this is. GC Business Growth Founded in 2014, Manchester and Berlin Hub works alongside Creative England, investors based Evidential Reality provides expert Worth over £6.5 billion of GVA in the North West approximately $80m EBITDA and is one of and mentors with creatives from the view of the witness services and developed EVITA, alone, the creative sector is extremely important Europe’s leading mobile games companies.13 investment opportunity rather than nurturing a VR training platform for police and first and contributes a significant amount to the the The CSU programme understands that every the product. responders. The software uses AR to region. Arts and culture in Greater Manchester business is different with a different story to help preserve crime scenes. generated substantially higher levels of GVA than With a strong focus on asset protection, CSU tell. The programme nurtures companies from any other industry in the North West – on average, works in conjunction with the Intellectual Property infancy to the point of scaling up and looking to almost five times that of Liverpool, the region’s Office (IPO) which provides a dedicated advisor 18 Employees secure investment. These initiatives are critical second most important economic contributor. to each of the SMEs on the programme to assess in the continuation of the creative sector, as no IP needs and assist in the development of an IP These economic contributions are usually made other free programme currently helps SMEs in Investment secured strategy. Recognising the importance investors by relatively intimate teams, further amplifying the this way. The Creative Scale-Up Programme place on registered IP and the confidence it from GC Angels investment opportunities. Small companies are works with SMEs who are seeking early-stage provides, the CSU programme educates creatives achieving earth-shattering figures: Manchester- investment and helps founders understand on copyright law, trade marks, patents and Total of £45,000 based, Playdemic, creator of the mobile game everything, from the foundations of a pitch deck licencing agreements. It also works with the IPO Golf Clash, employs 65 people, generates to a business plan. The CSU programme ensures external funding to maintain the importance and significance that tangible and intangible assets have to SMEs. Over £1m in innovate funding Creative industries Creative industries across the UK16 across the North West16 Received support from • Creative industries worth £115.9bn GVA • Creative industries worth £6.5bn Creative England, GC to the UK Economy prior to the pandemic GVA to the regional economy Business Growth Hub WATCH • £46bn of exports per year • 156,000 people employed THE INVEST IN CREATIVE and Digital Catapult • 2.1m people employed LAUNCH EVENT • 1m new jobs projected by 2030 Part of UK IMMERSIVE TECH: VC Investment Report’s 21 companies to watch 38 39 STRENGTHENING TO EXPORT WHAT DRIVES LOCAL GROWTH? ON A LOCAL LEVEL There are three key drivers for growth: • Access to skilled talent – this talent can be local through apprenticeships The Greater Manchester LEP contributes the most out of any and internships but can also be based anywhere regional LEP towards arts and culture in the North of England: • Access to clusters and hubs £430m in GVA and 4,000 jobs.14 • Access to locally connected growth capital – we need to build more angels in the investment community. It has focused its efforts on apprenticeships and Creating and fostering the condition for innovation the Kickstart scheme to secure as many people is paramount for ongoing creativity in Greater from disadvantaged and vulnerable backgrounds Manchester. Alongside Manchester Science Park, with creative industry jobs. There has also been there are countless tech hubs, incubators and “There are three more ingredients that come Scale ups are international and very a £14.9m investment in the School of Digital accelerators across the region, forming essential into play in terms of how the ecosystem innovative, that is a fundamental aspect Arts (SODA), further poised to grow and nurture parts of the creative ecosystem. Being shoulder behaves: knowledge sharing, collaboration of our scale up economy. We want to emerging talent. Part of Manchester Metropolitan to shoulder with businesses from different creative and active university engagement. see better opportunities to connect University, SODA will drive the next generation of sectors develops an environment of free thinking, locally and there needs to be proactive creative content by providing workspaces, networks, collaboration, knowledge sharing and enhances It is fantastic to see the work that engagement from within the ecosystem. ” research and teaching. Over 1,000 students will be peer networks. Manchester Innovation Activities Manchester Science Park and GC Business enrolled every year, studying animation, UX design, Hub (MIAH), opened by The Blair Project and Growth Hub are doing for the start-up Irene Graham OBE, photography, games design and AI among other Bruntwood, has forged ties with a leading global community. Scale ups want and need to CEO, ScaleUp Institute courses, forging relationships and collaborating with name in IT, Cisco, to upskill local talent. Without access the right mentor programmes and industry partners and leaders in Greater Manchester, hubs keeping innovation and learning accessible peer groups in order to succeed. This is all the UK and worldwide. SODA has much more than to all, the sector cannot flourish. Innovate UK just a degree pathway, demonstrating the new way has been instrumental in creating a climate of happening right here in the North West. education needs to approach the creative industries. innovation across Greater Manchester. Working with GC Business Growth Hub, Innovate UK It is important that growth champions segment provides large funding opportunities for those SMEs and be attentive to their needs at a local undertaking R&D in the North West. level; each stage of growth is different. GC Business Growth Hub’s specialist Digital, Creative Regional support is vital. Initiatives like the Creative and Tech sector business support team assists Leaders Festival illuminate the need for regional businesses right from the start and creates collaboration and the recognition that regional environments for all stages of a start-up’s lifecycle bodies cannot exist in silos. As with the Northern to international scale up. Powerhouse, regional LEPs are seeking for further collaborative opportunities to make the creative R&D projects at Manchester Science Park North a stronghold. cultivate a forward-thinking space full of creativity and diversity in the digital tech and life sciences sectors. Sectors like these are vital for growth and innovation. By connecting start-ups with universities “A common purpose and talent marketers such as Northcoders, they and common agenda WATCH help them scale up and leverage talent. Manchester CREATIVE SCALE-UP CASE Science Park is crucial for the CSU programme as are crucial for the success STUDY BUSINESSES homegrown ideas are seeded and nurtured until of our creative industries.” fruition in such spaces. The CSU communicates Sir Roger Marsh OBE DL, Chair Leeds City Region with all regional hubs to connect like-minded Enterprise Partnership (LEP) & NP11 individuals and empower them to grow.

40 41 References

Page 02 1 & 2. The UK Creative Industries: Unleashing the power and potential of creativity by Creative UK Group Page 02 3. https://businessmanchester.co.uk/2021/06/21/lights-camera-action-as-greater-manchester-builds-on-its-reputation-as-a-world-class-media-production-hub/ Page 03 4. Oxford Economics for The UK Creative Industries: Unleashing the power and potential of creativity by Creative UK Group Page 03 5. DCMS for The UK Creative Industries: Unleashing the power and potential of creativity by Creative UK Group Page 06 6. https://businessmanchester.co.uk/2021/06/21/lights-camera-action-as-greater-manchester-builds-on-its-reputation-as-a-world-class-media-production-hub/ Page 08 7. UK Immersive Tech: VC Investment Report by Immerse UK and HTC VIVE X Page 08 8. PWC ‘Seeing is believing’ report, 2019 Page 10 9. UK Games Industry Market Valuation 2020, UKIE Page 11 10. https://www.investincreative.co.uk/watch-the-invest-in-creative-launch-event/ Page 24 11. Cultural Learning Alliance Data for Skills, talent and diversity in the creative industries: Evidence synthesis and scoping: summary report, November 2019 Page 26 12. https://www.centreforcities.org/press/manchester-is-the-second-most-popular-city-for-new-graduates/ Page 38 13. https://venturebeat.com/2021/06/23/eas-1-4b-purchase-of-golf-clash-maker-playdemic-further-boosts-is-mobile-stable/ Page 40 14. Arts Council 2019 Page 7: https://www.artscouncil.org.uk/sites/default/files/download-file/The%20Economic%20Value%20of%20Arts%20and%20Culture%20in%20the%20North%20 of%20England%20report%204th%20July%20.pdf

Sources

Page 03 1. In the North West: The UK Creative Industries: Unleashing the power and potential of creativity by Creative UK Group

Page 03 2. In the UK: Oxford Economics research for The UK Creative Industries: Unleashing the power and potential of creativity by Creative UK Group

Page 06 3. Success Spotlight: Space Studios: https://businessmanchester.co.uk/2020/09/08/good-news-for-the-film-and-television-industry-as-space-studios-manchester-announce-expansion-plans/

Page 07 4. Film and TV in the UK: Invest in Creative Infographic on the media tech industry by DCMS, ScaleUp Institute and UKBAA

Page 11 5. Gaming in the UK and Gaming GVA across the north of England: Invest in Creative Infographic on the games industry by DCMS, ScaleUp Institute and UKBAA

Page 13 6. Success Spotlight: HOME MCR: https://homemcr.org/app/uploads/2020/12/FINAL-New-report-HOME-has-economic-impact-almost-26-million-to-Manchester.pdf

Page 14 7. The Night Time Economy (NTE): Sacha Lord, Creative Leaders Festival Video

Page 15 8. Impact of COVID-19 on GM’s NTE: Greater Manchester Night Time Economy COVID-19 Recovery Blueprint

Page 17 9. Success Spotlight: United We Stream: Greater Manchester Night Time Economy COVID-19 Recovery Blueprint

Page 21 10. Labour Force Survey, June – September 2019, ONS

Page 29 11. Cost of a Cyber Attack: https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/972399/Cyber_Security_Breaches_Survey_2021_Statistical_Release.pdf

Page 35 12. The Opportunity in the UK: Creative Leaders Festival (exact source TBC)

Page 35 13. The Opportunity in the North West: ScaleUp Institute

Page 36 14. The Creative Scale-Up Programme, GC Business Growth Hub

Page 37 15. The Creative Scale-Up Programme, GC Business Growth Hub

Page 38 16. Creative Industries Across the UK and North West: The UK Creative Industries: Unleashing the power and potential of creativity by Creative UK Group

Page 39 17. UK Immersive Tech: VC Investment Report by Immerse UK and HTC VIVE X

Publication date: 16th August 2021

42 43 Get in touch to find out more about how GC Business Growth Hub can help you maximise your growth potential:

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