1. AER Summer School 2012 Ponta Delgada, Azores – August 20-25, 2012 Culture: be smart during the crisis! The role of cultural and creative industries in promoting job creation and growth in European regions – Workshop n° 3 How best to promote cultural industries? The film, fashion & design industries supported by the Regions: examples from Wallonia and Wallonia-Brussels Philippe SUINEN CEO of WBI, AWEX & APEFE

2. AER Summer School 2012 Ponta Delgada, Azores – August 20-25, 2012 Communities : - Dutch-speaking Flemish Community - French-speaking Wallonia-Brussels Federation - German-speaking Community Regions : - Flanders - Brussels - Wallonia

3. AER Summer School 2012 Ponta Delgada, Azores – August 20-25, 2012 Division of competences Belgian Federal State – Defense, justice, federal police, social security,… responsible for the obligations of Belgium and its federalized institutions towards the EU and NATO,… Communities – Education, culture, audiovisual media, … Regions – Economy, employment, agriculture, water policy, housing, energy, public works, transport, the environment, foreign trade,…

4. Parliament of Wallonia in Namur, chaired by Mr. Dupriez Parliament of the Wallonia-Brussels Federation in Brussels, chaired by Mr. Luperto Mr. Demotte, President of Wallonia and of the Wallonia-Brussels Federation ER Summer School 2012 Ponta Delgada, Azores – August 20-25, 2012

5. AER Summer School 2012 Ponta Delgada, Azores – August 20-25, 2012 A quick glance at Wallonia… Area: 16,844 km² Population: 3,498,384 inhabitants (2010) Capital city: Namur (110,000 inh.) Largest Metro Areas: Liège (750,000 inh.) and Charleroi (522,000 inh.) GDP: 87 billion EUR (IWEPS - 2011) GDP/inh.:87,5% of the UE27 average Regional budget: 7,7 billion EUR (2012) Agriculture:1,8% Industry:27,4% Services:70,8% Foreign exports: 40,9 billion EUR (2011) [1st client: France]

6. Acts like a « Ministry of Foreign Affairs » for Wallonia and the Wallonia-Brussels Federation Agencies WBM WBI WBT WBDM International Youth Office Wallonie-Bruxelles Musiques Wallonie-Bruxelles Images Wallonie-Bruxelles Théâtre Wallonie-Bruxelles Design &Mode Export and foreign investment Agency Association for the Promotion of Training and Education Abroad AWEX APEFE Belgian Foreign Trade Agency (ACE) Belgian Development Cooperation Budget WBI: 64.5 MEUR AWEX: 68.3 MEUR APEFE: 9.87 MEUR Wallonia-Brussels International (WBI) 18 embassies Wallonie-Bruxelles Architecture BIJ WBA AER Summer School 2012 Ponta Delgada, Azores – August 20-25, 2012 + Wal.-Bru. Campus

7. Bilateral relations – agreements with 68 countries (59) and Regions (9) : - France, Romania, Quebec, Morocco, Senegal, Vietnam,… Sectoral relations : - Culture - Research - Education - Development cooperation,… « LEspace International Wallonie- Bruxelles » hosts WBI, AWEX and APEFE in Brussels 97 French teachers in 24 countries, hundreds of scholarships, mobility schemes for artists,… AER Summer School 2012 Ponta Delgada, Azores – August 20-25, 2012

8. Multilateral relations - Worldwide: - Promotion of cultural diversity (Francophonie, UNESCO). - Intercultural dialogue and protection of minorities (Council of Europe, OSCE). - Defense of human, political and social rights (ILO, FAO, OECD, OSCE). Multilateral relations - at European level: - Preparation and implementation of EU Policies, Committee of the Regions (CoR), Assembly of European Regions (AER), REGLEG - Interreg (France-Wallonia-Flanders, Grande Région, Euregio-Meuse-Rhine). AER Summer School 2012 Ponta Delgada, Azores – August 20-25, 2012

9. Cultural and creative industries produce goods and services; contribute to our cultural diversity ; foster knowledge and innovation ; source of growth and job creation. The Wallonia-Brussels Federation & AWEX have specific tools in order to help the players of cultural and creative industries to set up their businesses and thrive (additional training to foster entrepreneurship, grants, …) WBI has set up 6 specialized agencies that help to promote cultural and creative industries on the international stage: Wallonie-Bruxelles Musiques (WBM): the musical industry and its artists; Wallonie-Bruxelles Images (WBImages): audiovisual sector;

10. AER Summer School 2012 Ponta Delgada, Azores – August 20-25, 2012 Wallonie-Bruxelles Théâtre Danse (WBTD): the performing arts sector; Wallonie-Bruxelles Design Mode (WBDM): fashion and design; Wallonie-Bruxelles Architectures (WBA): Architecture (architects and related professionals); Wallonie-Bruxelles Campus (WBCampus): higher education (promoting institutions abroad and attracting foreign students). Their mission statements revolve around two common goals : - To increase the international reputation of the artists, creators and companies active in their sectors; - To support those same artists, creators and companies to go international and to export their work abroad.

11. AER Summer School 2012 Ponta Delgada, Azores – August 20-25, 2012 In order to achieve this, these agencies perform a series of similar actions: - They take part in major fairs, tradeshows or competitions around the world to present goods and allow artists and creators to meet the press, producers or manufacturers ; - They invite foreign professionals, who are likely to be interested in hiring new talents, to Wallonia and Brussels ; - They inform, advise and even train their target audience (coaching) ; - publish promotion tools (news stories and feature articles,…), address books and books ; - They foster international business opportunities for regional artists, creators and companies. Due to the specificities of each sector – which all have their own ways and habits – it was necessary to set up specific agencies that could adapt to their target audience and develop services fitting them perfectly.

12. AER Summer School 2012 Ponta Delgada, Azores – August 20-25, 2012 Example: Wallonie-Bruxelles Musiques (WBM) caters to artists, producers and publishers of the musical industries. Actions include: Supporting the presence of artists at major international festivals, such as the Printemps de Bourges (France), Les Francofolies (Montreal, PQ and La Rochelle, FR),… A participation to these events can lead to a major breakthrough. Organization of promotional operations around specific sectors of the music industry: baroque music, world music, childrens songs and rhymes,… Promotion at international trade events for the musical industry, such as MIDEM (Cannes), WOMEX and STRICTLY MUNDIAL (World Music markets), POP KOMM (Cologne), MUSICORA (Classical music fair in Paris), SONAR (Barcelonas electronic music fair),…

13. AER Summer School 2012 Ponta Delgada, Azores – August 20-25, 2012 Aid in promoting albums released in markets outside of Belgium Tour support. Creation of international promotional tools, such as DVDs, CDs, etc… Development of an information policy: dedicated website (www.wbm.be), newsletters (export prospects for Walloon and Brussels professionals, artistic activity in the musical industry for foreign correspondents),… Participation in international networks: Conseil francophone de la chanson, Francophonie Diffusion (broadcasting through some 160 radio stations around the world), the European Music Office (EU),... Training (short modules on specific topics: artist management, authors rights, music contracts, etc….) Welcoming foreign professionals to major music events in Wallonia and Brussels : Francofolies de Spa, Couleur Café, Liège Jazz Festival,… Singing in French (May 2012) Ccollection of 17 artists

14. AER Summer School 2012 Ponta Delgada, Azores – August 20-25, 2012 Some well-known artists of the Wallonia-Brussels Federation: Salvatore Adamo, Maurane, Urban Trad, Stromae, Machiavel, Khadja Nin,…

16. AER Summer School 2012 Ponta Delgada, Azores – August 20-25, 2012 Wallonie-Bruxelles Design/Mode (WBDM) supports similar types of actions in the sectors of fashion and design : -It aims to promote and enhance the know-how of designers by organizing actions at international level: Participation in large international shows, fairs and competitions (cf. Video-Clip Mode) ; Invitations to foreign decision makers and the international press to meet designers in Belgium (cf. Video-Clip Design) ; Development of various types of promotional tools (exhibition catalogues,…).

17. AER Summer School 2012 Ponta Delgada, Azores – August 20-25, 2012 - It supports Walloon and Brussels designers in their approach to exports, providing information on: Financial support (strategic planning, legal and expert advice, prototyping, etc…) through structures such as Brussels-based MAD or Wallonias own Design Innovation (skills center), la Maison du Design (entrepreneurship and business development support mechanism), Jobin Design (nurseries for design companies in Liège and Mons) or Wallonie Design (fostering relationships between designers and industrialists),…; Opportunities abroad (competitions, partnerships,…); Assistance in finding new customers. WBDM organizes seminars and training sessions for designers interested in exporting.

18. AER Summer School 2012 Ponta Delgada, Azores – August 20-25, 2012 WBDM staff : 3,5 officers. Annual budget (2012): 438 000 EUR (WBI: 20% ; AWEX : 80%) Cristallerie du Val Saint Lambert

19. AER Summer School 2012 Ponta Delgada, Azores – August 20-25, 2012 Some examples: Fashion: Filles a Papa, Delphine Quirin and Céline Pinckers (Wallonia), Calogero di Natale and Celine de Scheppers (Brussels)

20. AER Summer School 2012 Ponta Delgada, Azores – August 20-25, 2012 Design: Alain Gilles (Brussels – Designer of the year 2012), Linadura, Limited Edition (Wallonia),…

21. AER Summer School 2012 Ponta Delgada, Azores – August 20-25, 2012 WBDM Actions 2012 Collective booth @ fair Maison&Objet in Paris, January 20-24, 2012 – 6 designers and companies ; 2 showrooms @ Paris Fashion Week with Flanders Fashion Institute, March 3-7 and October 2012 – 5 fashion designers ; « Belgium is design » action @ Milan Design Week, April 17-22, 2012 (www.belgiumisdesign.be) : - Collective booth with 10 young designers @ SaloneSatellite; - « Perspectives » Belgian design exhibition @ Triennale Design Museum with Design Vlaanderen, Brussels Invest & Export, Flanders Investment & Trade.

22. AER Summer School 2012 Ponta Delgada, Azores – August 20-25, 2012 CoCreationCamp conferences in Helsinki in the frame of Helsinki World Design Capital 2012, May 22-23, 2012 (www.cocreationcamp.com);www.cocreationcamp.com Support of Design September conferences in Brussels, September (www.designseptember.be); Exhibition @ Reciprocity in Liège, October 5-28, 2012 (www.designliege.be); Invitation of foreign fashion buyers in Brussels during Modo Fashion Trail, October 13-14, 2012, with Modo Brussels and Brussels Invest & Export;

23. AER Summer School 2012 Ponta Delgada, Azores – August 20-25, 2012 D2B (Designers towards business) : invitation of foreign design companies, with MAD Brussels and Brussels Invest & Export ; Conference CoCreationCamp @ Turin Design Week, 8 November 2012; Promotion of Belgian design, fashion and architecture @ Business of Design Week, Hong Kong, 3-8 December 2012(www.belgianspirit.be), with Design Vlaanderen, Brussels Invest & Export, Flanders Investment & Trade, Wallonie- Bruxelles Architectures; Conferences on fashion and design management, all year round, with MAD Brussels and Brussels Invest & Export

24. The Creative Wallonia Plan is the Framework Programme putting creativity and innovation at the heart of the Walloon economy and society The Creative Wallonia completes the initiatives launched through the Marshall Plan and its Green version 2.Vert The mechanism implemented is based on three cross-cutting priorities: Promotion of a creativity-based society Development of innovative practices Support innovative products and processes

25. Encourage the education of the future managers based on innovation and creativity Favour the stimulation of creativity: from a very young age; throughout the entire compulsory and continuing education and training process; in teacher training practices Complementary measures designed to encourage the emergence and development of a creative society (e.g. cultural awareness for academia and the public function) Promote a creativity-based society Create a Trends Observatory (Creative and Technological watch) Encourage collaborative innovation and networking (e.g. Coworking, Innovators Clubs) Promote corporate innovation (Focus on non-technological & eco-innovations) Reinforce the potential for international cooperation based on innovation Distinguish innovative best practices (e.g. Zénobe Award) Nurture innovative practices Favour the marketing of new products/services/processes Financially support innovative production (e.g. Public Innovation Fund, PPP) Complementary measures (tax system & legislative harmony in favour of innovation) Support innovative products and processes

26. Aim: financial support for innovative prototype (up to 50.000 by project) Target: Innovative entrepreneurs & SMEs of the creative industries Call for projects « Boost-Up » Aim: appropriation by different audiences of the culture of creativity and innovation (up to 35.000 by project) Target: SMEs, foundations, non-profit-making organization, public or assimilated structures Launch of « Creative People » programs Aim: Development of cross-media products (media property, service, story or experience distributed across media platforms using a variety of media forms) Target: Film producers (films, documentary, fiction or animation series) Fostering of « Cross-Media » Initiatives Measures promoting a creativity-based society in Creative Wallonia

27. AER Summer School 2012 Ponta Delgada, Azores – August 20-25, 2012 WBImages facilitates the access of audio-visual professionals from Wallonia and Brussels to foreign markets. It helps them to promote their work at: -international festivals : Cannes, Mostra di Venezia, Locarno or Toronto International Film Festival,… -and trade fairs : Berlin European Film Market (EFM), Cannes International Film Market (MIF), MIPTV Cannes, Annecy International Animation Film Market,…

28. AER Summer School 2012 Ponta Delgada, Azores – August 20-25, 2012 WBImages help includes financial incentives (such as covering 50% of the screening fee), preferential rates and logistics during trade shows (transport, stands, technological equipment such as computers, DVD players,…). It also acts as the information desk for producers and sales agents based in Wallonia and Brussels, as well as for buyers, distributors and audio-visual festivals from around the world. It publishes various professional promotion tools (DVDs with short films,…) and information guides on the industry. Staff: 3 officers. Annual budget : 510 000 EUR

29. AER Summer School 2012 Ponta Delgada, Azores – August 20-25, 2012 WBA is a service deigned to promote the development and international recognition of architects and related professions working in Wallonia and in Brussels. WBA is an initiative by Wallonia-Brussels International and the Wallonia-Brussels Federation cultural competences WBA works in cooperation with the Walloon Export and Foreign Investment Agency economical competences

30. AER Summer School 2012 Ponta Delgada, Azores – August 20-25, 2012 WBA sets out to: Create and reinforce links between architects from Belgium and abroad Promote and bring to the fore the know-how of our architects abroad. Accompany and support creators from Wallonia and Brussels with their export projects. To do so, WBA: Brokers ties between the architects and international contacts. Organizes their presence at trade fairs and exhibitions abroad. Invites decision-makers and the international press to meet our talents. Develops promotional supports : brochures, exhibition catalogues, CD-ROMs, etc. Provides information on: the financial subsidies (strategic plan, legal and specialist advice, Web sites, etc.) ; the opportunities abroad (competitions, partnerships,...) ; prospecting. Organizes seminars, individual or collective briefings, training modules on international development. Herstal, The Future City Hall Frederic Haesevoets Architecture

31. AER Summer School 2012 Ponta Delgada, Azores – August 20-25, 2012 Paris, France, Orsay, Extension of the Proton Therapy Center, Bureau darchitecture Greisch Brussels, La Savonnerie Heymans MDW Architecture Antarctique, Princess Elisabeth Polar Station, International Polar Foundation + Samyn &Partners Brussels, Cheval Noir, Social housing units, a.m. LEscaut – Atelier Gigogne Liège, Sauvenière Cinema, Vers plus de bien être V+ Mons, Le Manège Theater, Atelier darchitecture Pierre Hebbelinck & Pierre De Wit

32. Wallonia-Brussels Campus Study in French-speaking Belgium International promotion of the French-speaking Belgiums higher education Support and information for international students who wish to study in French-speaking Belgium, from the choice of courses to the practical aspects of their stay. The www.studyinbelgium.be website offers an online higher education programs database, practical information on admission, tuition fees, student life, scholarships... Multilingual publications are issued regularly www.studyinbelgium.be Support for the universities and university colleges of Wallonia-Brussels in their internationalisation process: organizing and financing higher education missions throughout the world Participation in major annual conventions in the field of international education (NAFSA in North America, EAIE in Europe, APAIE in Asia-Pacific) Participation in Higher Education Fairs for international students Organization of international theme-oriented missions and targeted institutional meetings

33. Wallonia-Brussels Campus Events