1. THE CULTURAL AND CREATIVE HIGH-END INDUSTRY AS A KEY DRIVER FOR THE GROWTH OF THE EUROPEAN ECONOMY Mr. Armando Branchini – ECCIA President November 9th, 2012

2. CREATION OF ECCIA – OCTOBER 2010 From ad hoc coalition of Comité Colbert, Fondazione Altagamma, Walpole (e.g. Selective Distribution) to permanent structure Objective: Position our sector as growth driver to ensure the correct framework conditions for our business Tools: o Plan with content on EU level o ECCIA website & identity o Frontiers study o CEO Advisory Group o Create our policy recommendations

3. EVOLVEMENT OF ECCIA – 2011 Two new members: Meisterkreis and Circulo Fortuny ECCIA Executive Team and President appointed Decision on priorities: o Selective Distribution o European Artisanship and Craftsmanship o Intellectual Property & Internet Governance o Market Access and Visa policy o Institutional recognition of our Industry

6. AREAS OF ACTIVITY OF ECCIA The work of ECCIA falls into three main areas of activities: Protection of Intellectual Property rights and governance of the internet Market access & tourism Highlighting the role of the cultural and creative industries as a key driver of Europe overall economic health, competitiveness, innovation and employment

7. DELIVERABLES 2011-2012 (1/4) 1.ECCIA positioned at EU level as trusted stakeholder: o CEO advisory group o Stakeholder dialogue o Permanent Representative roundtables o Commercial Missions to third countries o EU registry o Sector recognition in the European Parliament under Commissioner level endorsement

8. DELIVERABLES 2011-2012 (2/4) 2.Developing data and leadership thinking to support policy makers o Economic: Frontier Economics Study o Consumers: TNS Sofres o Legislative: ECCIA Policy Recommendations

9. DELIVERABLES 2011-2012 (3/4) 3.Shaping concrete legislative initiatives o Customs IP enforcement o Notice-and-Action o IP Enforcement o Free Trade Agreements o Visa policy o E-Commerce o Selective Distribution

10. DELIVERABLES 2011-2012 (4/4) 4.Official recognition of our sector as growth driver o CCI Communication and Commission Staff Working Paper on High-End Industries 5.Winning the exclusivity for online/offline Selective Distribution 6.Public endorsement through media work

11. FRONTIER ECONOMICS STUDY 2012 The study commissioned by ECCIA, carried out by Frontier Economics and presented on June 5 at the European Parliament has revealed the importance of the cultural and creative industry as a key driver for European jobs and competitiveness.

19. IDENTITY OF THE SECTOR: PART OF CULTURAL AND CREATIVE INDUSTRIES On September 26 th, the European Commission adopted its Communication on Cultural and Creative sectors, in which it: Defines our sector as relying on culture and creativity Recognises our horizontal high-end business model vs vertical sectors Recognises the strategic importance of our sector as growth driver In the same package, the Commission also adopted two staff working papers: one on the competitiveness of the high-end sector and one on the competitiveness of the fashion

22. On October 10 th, the European Commission adopted its Communication on Industrial Policy, in which it: Recognises that cultural and creative industries are important drivers of economic and social

23. The Commission outlines the fundamentals of our business model, our economic importance, our challenges and related policy needs, and concludes that “Considering the significant impact of the high-end industries on the EU economy and their contribution to EU employment and innovation, it is important to ensure that adequate policies are in place at EU level that take into account the high-end business model and help the sector to continue to grow and create jobs”.

24. ECCIA is the official voice of about 400 high-end companies with a 1,5 million jobs that build on: o Aura of luxury o Selective Distribution o Intellectual Property o Strong exports o Creativity and Craftsmanship The EU considers our business model as a growth driver for Europe with presence worldwide The EU is considering governance of the internet, visa facilitation, market access and fight against counterfeiting as a competitiveness factor

25. ECCIA AND THE EUROPEAN COMMISSION (1/3) During the Altagamma Observatory 2012 on October 15 th in Milan in front of the representatives of ECCIA Member Organizations, the European Commission presented its new strategy to ensure the competitiveness of the European high-end industries. In the strategy, the EU notes that “Given the economic significance of the luxury goods sector, it is important to ensure that adequate policies are in place at EU level that take into account the high-end business model and help the sector to continue to grow and create jobs.”

26. ECCIA AND THE EUROPEAN COMMISSION (2/3) “European policy makers need to ensure the specificities of the high-end industries are taken into account when legislating in areas that impact the high-end business model – for example intellectual property, trade policy, selective distribution, craftsmanship, or legislation that may have an impact on the aura of luxury”. - Jean-Francoise Aguinaga, Commission Representative “ECCIA welcomes the Commission’s forward looking strategy to ensure our sector continues creating jobs and growth in Europe. We look forward to the Commission’s concrete measures to implement the strategy, including carefully assessing the implications on our sector when proposing new legislation”. - Armando Branchini, ECCIA President

27. ECCIA AND THE EUROPEAN COMMISSION (3/3)

28. ECCIA COMMITMENT FOR 2013 (1/2) 1.National engagement 2.Selective Distribution: Implementation on national level (e.g. French Competition Authority Enquiry) 3.European Artisanship & craftsmanship: o Establish cooperation between ECCIA & Cultural Institutes o Work together with Culture and Education Commissioner Vassiliou 4. Intellectual Property and Internet Governance: o Notice-and-Action o Customs IP Enforcement o Continue Duty of Care

29. ECCIA COMMITMENT FOR 2013 (2/2) 5.Market Access and Visa Policy o EU-India FTA o EU-Japan FTA o Visa facilitation 6. Ensuring favourable framework conditions for further steady development of our industry through building on institutional sector recognition (ECORYS study recommendations, transforming the Staff Working Document in political decisions and industrial policy measures)