Date: 25 April 2008
Time: 8:30 AM to 12:00 NN
Venue: JV1 Del Rosario Room, 4/F of the AIM Conference Center Manila
Second Creative Industries Consultation-Workshop
The Asian Institute of Management (AIM) Policy Center, in partnership with the Konrad Adenauer Stiftung (KAS) and the Creative Industries Initiatives (CII) convened the Second Consultation-Workshop on Creative Industries at the AIM Conference Center Manila on 25 April 2008. At least 37 participants took active part in the discussions, which focused on the (a) clustering of creative industries and (b) ongoing initiatives to help sustain the nation’s creative human capital.
Mr. Ronald Rodriguez, Associate Director of AIM Policy Center, welcomed the participants as he gave a brief review of what transpired during the first consultation-workshop. He explained that the second consultation-workshop builds on the previous discussions, which touched on the definition, clustering, mapping, and quantification of the economic value of creative industries. He also reiterated the stakeholders’ agreement that the Philippines does not need its own definition of creative industries and that it could simply adopt existing international definitions. What needs to be done is the clustering of sectors that fall under creative industries as far as the Philippines is concerned.
Mr. Cesar Tolentino presented a proposed framework for clustering Philippine creative industries using a top-down strategic analysis. He discussed the sub-segments of creative industries based on the UNESCO Framework as a starting point for clustering the relevant industries. He singled out industry clustering as a useful approach for managing economic development in a world of limited resources. If clustered industries can take advantage of a shared resource, their interdependence is able to form a synergistic community that is more competitive than larger and more established firms (i.e. MNCs and TNCs). In the age of knowledge economies, the Philippines should harness its creative human capital by investing in new ideas and innovation as a source of competitive advantage.
Mr. Henry Schumacher of the European Chamber of Commerce Philippines, outlined the vision, objectives, and strategic engagement of the country’s creative industries. The CII wishes to contribute to bringing the Philippines towards world-class standards and global competitiveness. It primarily envisions the unique branding of the Philippines as the “Design Center of Asia.” He noted that this can be achieved through stimulating design appreciation and raising awareness of the general public, promoting the importance and integration of design into business strategies, and elevating the next generation of Filipino talent to world-class standards. In addition, he likewise stressed the importance of strategic partnerships in accomplishing CII’s goals. CII is working closely with the College of St. Benilde-School of Design and the Arts, Movement 8, Foreign Design Professors, Ayala Foundation, and the AIM Policy Center, among other partners.
Mr. Mark Bautista, a Professor from the University of Santo Tomas, presented the Challenges Facing Filipino Industrial Designers. He started by narrating his experiences that convinced him to believe that there is indeed an opportunity in creativity. Recognizing this, he then addressed the issue of putting up schools offering Industrial Design courses in the country. In 1976, there were only about 7 schools offering design courses and to date, there are only about 2,350 graduates produced. As regards branding, Mr. Baustista pointed that we need to strengthen and protect our creative industries by learning from the experiences of nations like Taiwan and Japan in terms of developing original equipment manufacturing or OEM.
Ms. Beth mAcdonald, a member of the CII, tackled the role of master classes in nurturing the next generation of Filipino designers. Two videos comparing 1965 and present-day master classes were shown. mAcdonald demonstrated that both had the same technique in transferring knowledge—real encounter or interaction between the students and the master. She mentioned that master classes from both points in time offer the same weight in education.
Mr. Bill Luz, Executive Vice President of the Ayala Foundation, identified the relevant initiatives showcased at the Greenbelt 5, emphasizing Filipino creativity in many fronts. The Ayala Foundation has a range of portfolio projects in the area of creativity and one of this is the Bravo Filipino, the launching event of Greenbelt5. With a theme of Past Meets Present, this event exhibited Filipino creativity at its best before and now. Mr. Luz also presented a collection of what the Ayala Foundation has been doing in terms of promoting creative industries. He emphasized that we should get educated, learn the craft, inspire people, and let the world discover the wealth of Filipino creativity.
Participants in the Consultation-Worshop raised the following issues during the Open Forum:
1. The possibility of clustering creative industries in the Philippines using the UNESCO Framework as a starting point.
- Mr. Rudyard Pesimo of Ateneo de Naga University and Ms. Imee Marcos of CREAM expressed their disagreements to adopt the said framework. They argued that the entire analytical framework for industry clustering is based primarily only on the dichotomy of human capital. Ms. Marcos even stressed that on the matter of Intellectual Property, this will cut cross all sub-segments of the said framework.
- On the other hand, Mr. Tolentino argued that the framework already serves as a structure for the international environment to fit in and therefore the Philippines should build on it.
- Ms. mAcdonald noted that the group should redesign an alternative framework that best represents creative industries in the Philippines. She has offered to take the lead with the help of CII members.
- Mr. Manuel Briones of Philippine Retirement, Inc. affirmatively suggested that the framework should be more ‘operational’ to allow collaboration.
2. Stakeholders left out on the proposed framework
- Mr. Mark Ruiz of CII highlighted the following stakeholders left out:
content creation, new media, and industrial design.
- Similarly, digital gaming and entertainment also figured in the equation of what stakeholders considered as gray areas.
3. State of the Philippine Competitiveness (SPC) National Conference
- Mr. Rodriguez disclosed that the Aim Policy Center is looking at the CSB School of Design, Greenbelt 5, Manila Hotel and the CCP as possible venue for the SPC in July 2008.
Mr. Rodriguez summed up the discussions and encouraged the stakeholders to send their comments or proposals to the AIM Policy Center regarding the clustering of creative industries before the next round of the consultation-workshop in June 2008. Final date and venue will be announced shortly.
Creative Industries Initiative (.pdf)
Henry Schumacher
Member, Creative Industries Initiatives (CII)
Framework for Clustering Creative Services (.pdf)
Cesar Tolentino
Researcher
Challenges Facing the Filipino Industrial Designers (.pdf)
Mr. Mark Bautista
Professor, University of Santo Tomas