Creative Employment Mapping and Creative Business Benchmarker

Over many years CCI has worked effectively with many government authorities and agencies at a local, state, national and international level to retrieve and analyse vital information on the size, growth rates, incomes, and employment patterns in the arts, culture, creative industries and 'creative' employment in the wider economy. This work has been used to help public policy and sector development in arts, media, design and communications.

‘Creative Trident’ provides a new evidence base used by policy-makers and program designers to benefit policy development at a state, national and international level. Analysis work on creative regions, workforces and firms has attracted national and international clients, including Nesta, the premier creative industries and innovation advocacy body in the UK. The development of Creative Business Benchmarker has provided a unique interactive tool which enables business to compare their performance to similar firms in Queensland.

The Australian Bureau of Statistics (ABS) foreshadowed in 2013 and published in February 2014 the first official Australian Satellite Account of Cultural and Creative Activity. CCI has been throughout its history addressing deficiencies in official statistics covering the creative economy. We have been, in effect, constructing ‘satellite accounts’– reconceptualising the structure of official statistics so that a more accurate picture of the creative economy can be drawn. The ABS account references key CCI research papers, acknowledging CCI’s standing as a leading authority in the field.


CCI was engaged for the second time by the UK research organisation Nesta to conduct research on an improved methodology for the classification of creative industries from that currently used by the UK Department of Culture, Media and Sport (DCMS). The methodology uses more objective criteria to define creative occupations and evidenced-based criteria to define them better. Under CCI’s lead, other contributors to the research were Alan Freeman from London Metropolitan University, Hasan Bakhshi from Nesta, UK and Amanda Morgan from Trends Business Research Limited, UK. The results of the research were published by Nesta and are available from its website.

The Benchmarker Project released the second generation of its revolutionary online longitudinal data-gathering and benchmarking tool. Despite our three-year agreement with the Queensland government ending, mid-year surveys and the resultant benchmark reports have continued to be offered to Queensland’s design community, with the support of the Queensland chapters of the Institute  of Architects, the Design Institute and the Australian Graphic Design Association.

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