The creative industry is a playground on which we create a unique experience

Photo: Kristina Štedul Fabac/PIXSELL

Experiences are created by the creative industry, and there are people who are willing to pay for it, stressed Davor Bruketa, creative director of the Bruketa&Žinić&Grey agency, and this is precisely the core of an efficient business model. This is something can be seen, for example, in the work of the Adris Group, agreed the speakers of the panel, “2.44 billion reasons for creativity”, moderated by Jagoda Divić, an independent consultant at the Croatian Chamber of Commerce.

The current Creative Europe program (2021-2027) is worth 2.44 billion euros. The fact is that the modern economies of this region have not yet sufficiently realized the significance and importance of investing in the development and digitalization of creative and cultural industries (CCI), which can be achieved with the help of EU funds and co-financing.

Photo: Kristina Štedul Fabac/PIXSELL

“When it comes to the creative industry, the biggest problem is the lack of general recognition that it exists at all, as well as the lack of a support system for it,” said DJ, music producer, and artist, Tomo Johannes in der Mühlen.

“It is the state that must recognize CCI as a serious branch of the economy. If Croatia intends to develop, it will not build factories, but will turn to service activities and tourism, which are activities in which creativity can and must find special expression today,” emphasized Joe Bašić, founder and director of the MPG marketing agency.

The combination of creativity and entrepreneurial spirit is an attractive asset that is desirable whenever starting a business, and the world’s leading entrepreneurs are well aware of this, for whom the balance between the serious and the frivolous is a source of development and profitability.

Photo: Kristina Stedul Fabac/PIXSELL

“The most efficient business people jump from one mode of work to another, that is, they intertwine creativity and a structured, focused way of thinking,” explained Bruketa, adding that when creating a formula for success, it is necessary to overcome the managerial deficit in CCI , which can primarily be solved through the education system.