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Even without having seen any of the other articles submitted to this Business Review, it is fair to assume that many will contain references to economic slowdown and the need for businesses to remain upbeat. Indeed, Creative Jersey’s launch event, held in January, was entitled ‘Marketing through the Recession’, so we’re all talking about it too… But what is ‘Creative Jersey’? Has it been dreamt up by marketers with the desire for protectionism in the current economic climate, what does it intend to do, and why do we think Jersey needs it? In the same way as Jersey Finance was established between the States of Jersey and the finance industry as the official body to represent and promote the Island as an international finance centre, Creative Jersey has been set up with the support of Jersey Enterprise using the same model.

This time it has a new title, through Jersey Enterprise, that of a ‘business cluster’. This is best described as a geographic, resource based or commercial sector grouping of interconnected businesses within a particular field; and is considered to increase the productivity with which companies can compete, both nationally and internationally. Hence, the new ‘creative’ cluster that is Creative Jersey.

Creative clusters themselves play a vital role in the social and economic development of a region and involve industries such as advertising, architecture, broadcasting, crafts, fashion, film, graphic design, marketing, music, publishing, visual arts and writing.

Set up six months ago, having been in formation for three years prior, Creative Jersey has certainly not been established in the wake of economic uncertainty. BUT, what it does provide is a platform from which Jersey plc can showcase its expertise and talent within this sector. It will be the overall representative voice for the Island’s creative sector, under which the individual organisations can market their goods and services.  

So what will Creative Jersey do? It intends to act as a single industry voice, provide comment on industry issues, raise local skills through workshops, seminars and liaison with schools and, perhaps most importantly at this time, raise the profile of the creative industry and promote Jersey as a destination for quality creative services, thus stimulating economic growth.

‘Two million people are employed in creative jobs; the sector contributes £60 billion a year, 7.3%, to the British economy. Over the past decade, the creative sector has grown at twice the rate of the economy as a whole’ (UK Department for Culture, Media and Sport, Feb 2008). Creative industries in London earn more, and employ more people, than financial services.

So yes, Jersey does need it.
Creative Jersey has a three year business plan, and is working on a series of initiatives for the year, as well as projections and targets in conjunction with Jersey Enterprise, to meet potential challenges and create opportunities for the sector.

However, it will only survive with a strong membership; and creative businesses in the Island with an interest in the future, are being urged to join.