Creative Industry Pioneers in international business.

Creative Industry

Pioneers in international business

Porcelyne Fles


From Delft’s blue faience…

Spyker


to an unlimited creative industry

Spyker


Performance: DJ Tiesto


Sexy Relaxy – Richard Hutten


Richard Hutten


New mailbox


Flexa 1-2 paint


Bugaboo frog


G-star


Dick Bruna – Miffy/Nijntje


Fashion: Viktor & Rolf


Bureau Mijksenaar - Schiphol Airport


Bureau Mijksenaar


logoStudio Dumbar: logo Beijing Olympic Games


Anton Corbijn


Pioneers in International Business



Creative industries – definition

• Arts

• Media and entertainment

• Creative business services


Creative industries - characteristics


• Fast-growing part of the Dutch economy

• More than 85% of firms are SMEs

• 3.2% of total number of jobs

• Employment growth to 34%

• Fast-growing exports

• Architecture, advertising, film and media– Turnover approx. 1.5% of GDP

– Exports approx. 0.14% of total Dutch exports

• Internationally renowned architecture, design, advertising, film and recorded media


Creative industries – internationally renowned

• Design: modern, innovative, experimental, sense of humor– WAACS’ Senseo coffee-maker

– Bugaboo stroller from Sex and the City

– Fashion design by Victor&Rolf

– Daring lingerie by Marlies Dekkers

– Emotive Micro Range by Philips Design

– Wayfinding systems at airports by Bureau Mijksenaar

– Dick Bruna’s postage stamps for the Japanese post office



• Architecture: fifth in international BauNetz rankings after Germany, USA, UK and Switzerland– Rem Koolhaas’ Office for Metropolitan Architecture: CCTV Beijing

– MVRDV

– Erik van Egeraat

• Advertising: third place 2004 Lions d’Or after USA and UK– 180 Amsterdam: campaigns for Adidas, Amnesty International, UEFA



• Media: several international awards– Endemol

– Eyeworks’ Test the Nation and The National IQ Test

• Performance: Dutch performances among world’s best– Concertgebouw Orchestra performs all over the world

– DJ Tiësto: major performance at 2004 Olympic Games

– Violinist André Rieu and his Johann Strauss Orchestra travel the world

– Nederlands Dans Theater: moving all over the world



Creative class – Richard Florida

• Netherlands eighth place in Richard Florida’s Global Creativity Index after Sweden, Japan, Finland, USA, Switzerland, Denmark and Iceland

• Creative class: covers not only writers, designers, musicians, composers, etc., but also mathematicians, engineers, physicians, social scientists, teachers and even managers and financial and commercial experts.

• Creative class in the Netherlands: 29 – 47%



Pioneers in International Business


Creative Industry Pioneers in international business.

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