1. Adrian Cooper, CEO, Oxford Economics
The Economic Impact of Creative Industries in the Americas
Adrian Cooper, CEO, Oxford Economics

2. Overview Overview of Oxford Economics research project
Defining the Creative Industries
An overview of data availability in the Americas
Accurate measurement of the creative industries
Outputs of the study
Next steps

3. Overview of Oxford Economics research project - The Economic Impact of Creative Industries in the Americas

4. Background to the research
The area of creative and cultural industries is a cross-cutting issue that covers several areas of focus of the OAS, IDB and British Council.
The development of national and regional cultural information systems is an ongoing priority for the OAS Member States.
High Potential Sector
The creative sector presents an attractive opportunity for growth and development for OAS economies through culture.
Poor Data Coverage
Poor data coverage creates a constant obstacle in meetings of cultural authorities and limits learning opportunities about cultural policies and programmes across OAS members.
OE Research
Oxford Economics have been commissioned to review the available data and will make recommendations as to how best to measure the contribution and potential of the sector.

5. Objectives of our research
The objective of the study is to assess and demonstrate the economic contribution and potential of the creative/cultural industries. The scale of the sector will be analyzed using available secondary data, which will cover:
Scale of Creative sector
Trade
Employment / GDP
Cultural Consumption
Infrastructure
Number of cinemas
Number of film distribution companies
Number of libraries
Number of museums
Creative Goods imports and exports
Creative services imports and exports
OE will make best efforts to locate, compile, and analyze existing data available and will identify any information gaps.
OE will use national public and private data sources, as complemented by the methodologies used by UNCTAD, CAB, WIPO, UNESCO, inter alia.
On this basis we will assemble country and industry datasets in the referenced format.
Video game expenditure
Advertising sales
Music sales
Film box office sales
Limited data at the required level of detail
Dependent upon national studies

6. Objectives of our research
Country Coverage
Sectoral Coverage
34 OAS Member States
10 Benchmark Countries:
China
Italy
Jordan
Mauritius
South Africa
South Korea
Spain
United Kingdom
Malaysia
Philippines
Art & Crafts
Visual Arts
Audio-Visual
Film
Fashion
Entertainment Software (including Video Games)
Publishing
Music
Performing Arts
Design
Advertising
Cultural Heritage
After reviewing all relevant data, OE will make recommendations to the (OAS-IDB-BC) Steering Committee on the best approach to undertake the Study in terms of data sources.

7. Defining the Creative industries

8. Confusion between creative and cultural industries
The term creative industries has different meanings and uses throughout the world.
“In its broadest sense it is used to refer to all the industries that generate copyright, patents and trademarks. In other contexts it is used to refer only to such industries that produce content or cultural industries.” (Hawkins, 1991)
Possibly the most accepted definition at an international level is that of the Department of Culture, Media and Sport (DCMS) in the UK. According to the Department, creative industries are those that:
“Have their origin in creativity, individual skills and talent and have the potential to create wealth and employment through the generation and exploitation of intellectual property.”

9. No internationally agreed definition for the sector
Different data providers define the creative / cultural sector in different ways – which is a global phenomenon and not specific to the Americas
Therefore national studies are largely using an inconsistent definition of the sector
All definitions require detailed digit ISIC information – which is scarce.

10. Overview of data availability in the Americas

11. Availability of Employment by Industry Data on national statistics websites
Difficult to get granular employment information from national statistics websites
Dependent upon placing statistical requests with National statistics authorities

12. Numerous national studies produced
Data available from ad hoc national studies and statistical authorities on creative / cultural activity

13. Other data providers
Excellent data available from specialist providers – but does not cover all OAS countries

14. A wealth of trade data
Detailed trade data from UNCTAD for creative Goods and Services are available

15. Accurate measurement of the creative industries

16. Importance of measuring the sector
The creative economy has become a topical issue of the international economic and development agenda
UNCTAD statistics highlight it accounts for a significant and growing slice of the world’s economy, with the creative sector accounting for:
$592 billion of exports (in 2008), growing at an average annual rate of 14 per cent between and 2008.
2.73% of world export of Goods (in 2008)
4.8% of world export of services (in 2008)
As the sector grows it is important to continue to improve measurement and data coverage to
Identify niche growth markets
To track the evolution of the sector
To enable policy officials to create a trading environment to enable the creative sector to continue to grow

17. How can the sector best be measured in the Americas
An agreed definition across the OAS member countries
Publication of labour market statistics and national accounts based on a common classification system and level of data disaggregation
An agreed framework for measurement – ensuring consistency across countries
Regularly updated accounting systems
Creative / Cultural Satellite Accounts are an option to provide for a coherent framework for gathering and analysing statistical information on the Creative/Cultural economy

18. Creative / Cultural Satellite accounts
A number of the OAS Member States, including Colombia, Argentina and Chile produce creative/cultural satellite accounts / yearbooks.
These are central sources which contain a detailed analysis of the creative/cultural economy, including a wide range of cultural statistics and sub-sectoral data.
The key objective and benefit of cultural accounts is that they produce information that makes possible economic analysis and evaluation of cultural activities in the country and to facilitate public and private decision-making in the cultural sector.

19. Creative / Cultural Satellite accounts
Data included in Colombia’s Cultural accounts includes statistics on the following key creative/cultural topics:
- Publishing
Books
Magazines
Newspapers
Audiovisuals
Movies
Videos
Television
Videogames
Radio
Music
Cultural Areas
Libraries
In general, satellite accounts provide data on key areas of interest, such as:
Value added
Employment
Cultural Infrastructure & Consumption

20. Outputs of the study

21. Country data files for each country

22. Summary dashboards for each country

23. Next steps

24. Next Steps
The format for the final report will include:
Excel spreadsheets for all OAS and benchmark countries
Economic dashboards to summarise key information and trends
Narrative highlighting key findings, main trends, and information gaps and recommendation.
The final report is to be submitted by May 1st.

25. APPENDIX 1: Review of International Labor Force Surveys

26. Review of international Labour Force Surveys
Levels of disaggregation and industrial classification systems vary across countries
Causes comparability issues
Country
Industrial Activity classification used in LFS
Occupation Classifications used in LFS
Classification
Codes
Linkage
Australia
ANZSIC
158
ISIC-Rev.3.
ASCO
340
ISCO-88
Bolivia
National ISIC adaptation 33
ISIC-Rev.2 2-digit level
COTA 89
ISCO-68
Botswana
(BSCO).
No information.
ISIC-Rev.3
National ISCO adaptation
ISCO-88.
Brazil
169
ISIC Rev.2.
381
ISCO-1968
Canada
NAICS
312.
ISIC- Rev.3. ( indirect)
SOC-91
514
ISCO-88. (indirect)
Colombia
444
ISIC- Rev.3.
No information
ISCO digits
Egypt 18 10
France
NAF
696
ISIC-Rev.3. NACE
PCS
455
India
NIC 9 31
Jamaica
National classification classification
ISIC-Rev.2.
National classification
ISCO-88 Partially linked
Japan
ISIC-Rev.2 2 and 3 digit 15
ISCO-68 at the 1st digit level
Jordan
ISIC-Rev.3 3-digit level
ISCO digit level.
Kenya
ISIC-Rev.2 at the 3rd digit level
Mexico
390
ISIC Rev.3
CMO
465
Nigeria
ISIC digit and 3-digit
ISCO digit
Norway
ISIC-Rev.3 at the 2-digit level.
353
Korea, Republic of
KSIC
ISIC-Rev.3 2nd digit level
KSOC
ISCO-88 2nd digit level
Singapore
SSIC
ISIC-Rev.3 First digit level
SSOC 8.
ISCO-88. First digit level
South Africa Africa
190.
369
United Kingdom
SIC92.
458.
ISIC-Rev. 3 at the 4-digit level;
SOC
374
In process: harmonization with ISCO
USA
US Census Bureau’s Industrial Classification System.
236
ISIC-Rev.2. (indirect) NAICS
OCS
501
ISCO-1968 Indirect
Zimbabwe 13
ISIC-Rev.2

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