Transcript Diapositive 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
AER Summer School 2012
Ponta Delgada, Azores – August 20-25, 2012
Regions :
- Flanders
- Brussels
- Wallonia
Communities :
- Dutch-speaking Flemish Community
- French-speaking Wallonia-Brussels Federation
- German-speaking Community
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,…
ER Summer School 2012
Ponta Delgada, Azores – August 20-25, 2012
Parliament of Wallonia
in Namur, chaired by Mr. Dupriez
Mr. Demotte, President of
Wallonia and of the
Wallonia-Brussels
Federation
Parliament of the Wallonia-Brussels
Federation in Brussels, chaired by Mr.
Luperto
AER Summer School 2012
Ponta Delgada, Azores – August 20-25, 2012
A quick glance at Wallonia…
Area:
Population:
Capital city:
Largest Metro Areas:
GDP:
GDP/inh.:
Regional budget:
Agriculture:
Industry:
Services:
Foreign exports:
16,844 km²
3,498,384 inhabitants (2010)
Namur (110,000 inh.)
Liège (750,000 inh.) and Charleroi
(522,000 inh.)
87 billion EUR (IWEPS - 2011)
87,5% of the UE27 average
7,7 billion EUR (2012)
1,8%
27,4%
70,8%
40,9 billion EUR (2011)
[1st client: France]
AER Summer School 2012
Ponta Delgada, Azores – August 20-25, 2012
Wallonia-Brussels International (WBI)
Acts like a « Ministry of Foreign Affairs » for Wallonia and the
Wallonia-Brussels Federation
BIJ
International Youth Office
WBM
Wallonie-Bruxelles Musiques
Agencies
WBI
Wallonie-Bruxelles Images
18 “embassies”
WBT
Wallonie-Bruxelles Théâtre
WBDM
WBA
Export and foreign
investment Agency
AWEX
Wallonie-Bruxelles Design &Mode
Wallonie-Bruxelles Architecture
+ Wal.-Bru. Campus
Budget
Association for the
Promotion of Training
and Education Abroad
APEFE
WBI: 64.5 MEUR
AWEX: 68.3 MEUR
APEFE: 9.87 MEUR
Belgian Foreign Trade Agency
(ACE)
Belgian Development Cooperation
AER Summer School 2012
Ponta Delgada, Azores – August 20-25, 2012
Bilateral relations – agreements with 68 countries (59) and Regions (9) :
- France, Romania, Quebec,
Morocco, Senegal, Vietnam,…
Sectoral relations :
- Culture
- Research
- Education
- Development cooperation,…
« L’Espace International WallonieBruxelles » 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
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
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:
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Wallonie-Bruxelles Musiques (WBM): the musical industry and its artists;
Wallonie-Bruxelles Images (WBImages): audiovisual sector;
AER Summer School 2012
Ponta Delgada, Azores – August 20-25, 2012
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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.
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.
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:
• 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 (Barcelona’s electronic music fair),…
• 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, children’s songs and rhymes,…
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,…
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Singing in French (May 2012)
Ccollection of 17 artists
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,…
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 :
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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,…).
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 Wallonia’s own Design Innovation
(skills center), la Maison du Design (entrepreneurship and business development
support mechanism), Job’in 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.
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
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)
AER Summer School 2012
Ponta Delgada, Azores – August 20-25, 2012
Design: Alain Gilles (Brussels – Designer of the year 2012), Linadura, Limited Edition
(Wallonia),…
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.
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);
 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;
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, WallonieBruxelles Architectures;
 Conferences on fashion and design management, all year round, with MAD
Brussels and Brussels Invest & Export
• 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
Promote a creativity-based society
• 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)
Nurture innovative practices
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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)
Support innovative products and processes
• 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)
Measures promoting a creativity-based society in Creative Wallonia
Call for projects « Boost-Up »
• Aim: financial support for innovative prototype (up to 50.000€ by project)
• Target: Innovative entrepreneurs & SMEs of the creative industries
Launch of « Creative People » programs
• 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
Fostering of « Cross-Media » Initiatives
• 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)
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:
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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,…
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
AER Summer School 2012
Ponta Delgada, Azores – August 20-25, 2012
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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
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.
Herstal, The Future City Hall
•Invites decision-makers and the international press to meet our talents.
Frederic Haesevoets Architecture
•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.
AER Summer School 2012
Ponta Delgada, Azores – August 20-25, 2012
Brussels, La Savonnerie Heymans
MDW Architecture
Antarctique, Princess Elisabeth Polar Station,
International Polar Foundation + Samyn &Partners
Paris, France, Orsay, Extension of the
Proton Therapy Center,
Bureau d’architecture Greisch
Mons, Le Manège Theater, Atelier d’architecture
Pierre Hebbelinck & Pierre De Wit
Brussels, Cheval Noir, Social housing units,
a.m. L’Escaut – Atelier Gigogne
Liège, Sauvenière Cinema,
Vers plus de bien être V+
Wallonia-Brussels Campus
Study in French-speaking Belgium
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International promotion of the French-speaking Belgium’s higher education
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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
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Support for the universities and university colleges of Wallonia-Brussels in their
internationalisation process: organizing and financing higher education missions throughout the
world
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Participation in major annual conventions in the field of international education (NAFSA in
North America, EAIE in Europe, APAIE in Asia-Pacific)
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Participation in Higher Education Fairs for international students
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Organization of international theme-oriented missions and targeted institutional meetings
Wallonia-Brussels Campus Events