Amy Wilkinson in About

11/04/2016

Creative England Issues a 'Be Braver' Challenge to Big Brands and Agencies

Creative England issued a challenge to big businesses and brands during Europe’s biggest advertising industry gathering for the first time in April – daring them both to be braver over how and where they find fresh film, TV, games and digital technology talent, and in backing the Creative Nation initiative – as launched by Ed Vaizey at 'Creative England Live 2016: Catalyse'

More than 35,000 brand managers, advertising executives, product marketers and business thought-leaders attended this year’s Advertising Week Europe in London from April 18 to 22.  For its debut involvement, Creative England ran two sessions; one focusing on cross-sector talent development featuring an eclectic mix of women in comedy, 3D printing, an indie games developer and Barclays Digital Eagles; and the second, showcased the magic that can be made from tech companies making the jump to healthcare, and why brands like Disney want to be involved.

Dawn Paine, recently appointed Chief Marketing and Strategy Officer for Creative England, says:

“The world of marketing, agencies and big brands is one I have occupied for most of my career. Working for the likes of Nintendo and Universal Pictures, coming to Creative England has been an absolute revelation to discover the breadth, strength and pure creative power of untapped talent and start-ups from across England.   

“I believe that ground-breaking work can come from big players daring to work with small start-ups and emerging talent. Our mission here at Creative England is to challenge those in the industry to take a chance and discover the speed, agility and innovation that can come from tapping into our unrivalled network of disruptors from the worlds of digital, games, TV, film and content.”

Her call echoes Creative England’s Creative Nation challenge, launched earlier this year by Ed Vaizey MP, Minister of State for Culture and the Digital Economy,  with the aim of finding entrepreneurs willing to invest in finding and nurturing the best small creative and digital businesses with a view to increasing the  £84.1bn a year the creative industries already add to the UK’s economy.

Speaking then, Ed Vaizey said: 

“Government is already helping to create the right environment for UK businesses to continue to grow, so I am delighted to launch the new Creative Nation programme bringing large organisations and smaller companies together. It will encourage big businesses from across the UK to explore the boundless possibilities for growth and innovation that the UK's many small, but exceptionally talented, creative businesses can offer.”

Among the speakers at Creative England’s Ad Week Europe sessions were:

  • Creative England CEO, Caroline Norbury MBE 
  • Dave Shepherd, Director Digital Eagles & Eagle Labs at Barclays 
  • Bethan Bishop, Head of Innovation & Industry Engagement at Heart of England NHS Foundation 
  • Simon Riley of MakerClub, an educational 3D printing technology start-up attracting significant attention from the press and big name partners 
  • Andy Wafer, CEO of Pixel Toys, a Leamington-Spa based indie games company  
  • Cat Jones, writer/director and currently on the Funny Girls iShorts+ programme, an initiative aimed at professionally developing female directors in comedy 
  • Juma El-awaisi, CMO-Director of Braci: a healthcare tech company who has developed mobile solutions for the deaf and hard of hearing 
  • Chris Morland, CEO of Citrus Suite: a creative mobile tech company now working with Disney on a new wellbeing product
  • Creative England
  • Ad Week Europe