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AER Summer School 2012 Ponta Delgada, Azores – August 20-25, 2012

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 – W orkshop n° 3

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AER Summer School 2012 Ponta Delgada, Azores – August 20-25, 2012

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

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

  5. AER Summer School 2012Ponta Delgada, Azores – August 20-25, 2012 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] A quick glance at Wallonia…

  6. AER Summer School 2012Ponta 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 WBT Wallonie-Bruxelles Théâtre 18 “embassies” WBDM Wallonie-Bruxelles Design &Mode WBA Wallonie-Bruxelles Architecture + Wal.-Bru. Campus Budget WBI: 64.5 MEUR AWEX: 68.3 MEUR APEFE: 9.87 MEUR Export and foreign investment Agency Association for the Promotion of Training and Education Abroad AWEX APEFE Belgian Foreign Trade Agency(ACE) Belgian Development Cooperation

  7. AER Summer School 2012Ponta 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 Wallonie-Bruxelles » hosts WBI, AWEX and APEFE in Brussels 97 French teachers in 24 countries, hundreds of scholarships, mobility schemes for artists,…

  8. AER Summer School 2012Ponta 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).

  9. AER Summer School 2012Ponta 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: Wallonie-Bruxelles Musiques (WBM): the musical industry and itsartists; Wallonie-Bruxelles Images (WBImages): audiovisualsector;

  10. AER Summer School 2012Ponta 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 2012Ponta 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 2012Ponta Delgada, Azores – August 20-25, 2012 • 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 Printempsde 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,… Example: Wallonie-Bruxelles Musiques (WBM) caters to artists, producers and publishers of the musical industries. Actions include:

  13. AER Summer School 2012Ponta 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: Conseilfrancophone 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 : Francofoliesde Spa, Couleur Café, Liège Jazz Festival,… Singing in French (May 2012) Ccollection of 17 artists

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

  15. AER Summer School 2012Ponta Delgada, Azores – August 20-25, 2012 Wallonie-BruxellesDesign/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,…).

  16. AER Summer School 2012Ponta 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.

  17. AER Summer School 2012Ponta 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

  18. AER Summer School 2012Ponta 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)

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

  20. AER Summer School 2012Ponta 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.

  21. AER Summer School 2012Ponta 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;

  22. AER Summer School 2012Ponta 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

  23. 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

  24. 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) Nurtureinnovative practices • 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 innovativeproducts 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)

  25. Measures promoting a creativity-based society in Creative Wallonia

  26. AER Summer School 2012Ponta 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,…

  27. AER Summer School 2012Ponta 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

  28. AER Summer School 2012Ponta 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 cooperationwith the Walloon Export and ForeignInvestment Agency economicalcompetences

  29. AER Summer School 2012Ponta Delgada, Azores – August 20-25, 2012 Herstal, The Future City Hall Frederic Haesevoets Architecture 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.

  30. AER Summer School 2012Ponta 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+

  31. Wallonia-Brussels CampusStudy in French-speaking Belgium • International promotion of the French-speaking Belgium’s 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 • 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

  32. Wallonia-Brussels Campus Events

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