Telegraph, 9 July 1999
Admen urged to
work harder on their own image
By Matt Born
advertising industry, staffed by scruffy creative types with ponytails,
needs a make-over, according to a report published yesterday.
stereotype of creative people as unreliable and elitist, prevents
British advertisers - together with film-makers, designers, publishers
and Internet companies - competing with the rest of the world, it says.
based on interviews with 30 leaders of the creative world, has been
commissioned before September's Creative Summit, an international
conference in Sunderland to explore ways of developing the industry in
being the fastest growing sector of the British economy, generating
revenues of about £60 billion and employing more than 1.4 million
people, the creative economy could do better if it could shed its poor
image, the study concludes.
major handicaps it identified were the conservatism of British
businesses and staid education system.
of Through The Loop Consulting, which conducted the research, said,
“The most striking thing that came out of this was the belief that the
education system is
fundamentally flawed. The global economy is becoming increasingly
competitive but the education system is not delivering minds capable of
that creativity and imagination, businesses don't generate ideas, don't
create products, don't explore new markets and don't progress."
commercial success of films such as The Full Monty and inventions such
as the Dyson dual cyclone vacuum cleaner, most people failed to see how
creative industries affected them and thought of creative types as
Kingsley, chairman of the Creative Summit, said that successful British
entrepreneurs and inventors were the exception “Britain has the
potential to be the hub of the creative world, surpassing even the US.
We have the talent but we have to grasp the opportunities presented by
He said the
conference, from Sept 15 to 18, would bring people together "to
talk about how we can make creativity work better in Britain" Among
the speakers will be Lord Puttnam, Lord Bragg, Damien Hirst and Maurice