As a teacher, I had one hell of a timetable to follow. The entire day was mapped out in tidy little 50-minute boxes, and the vast majority of my time was allocated for me. But as a full time writer and when launching two businesses, I had the whole day to play with. Like several people I’ve spoken with in the past week, the downside of such blank-page flexibility is making the most of this time and not falling prey to procrastination.
Through a lot of trial and error (and maybe a dash of procrastination along the way) I found strategies that helped me write and self-publish two novels. I’ll share what worked for me, in case it works for you.
Make a list and put it in order: At the start of the day (for me, it’s while eating breakfast), I make a list of everything I would like to achieve that day. Nothing is too small a task – my list contains ‘Reply to X’s email’, ‘Send photo to Y’ – all the little things take time too, and we don’t want them to fall down the cracks. Next, put the list in order, starting with what ‘must’ be covered today, moving into what ‘should’ be covered, and then end with the ‘coulds’ – you’ll complete these if you have time but it’s not the end of the world if you do them tomorrow. It’s also a good idea to put ‘heavier’ tasks earlier in the day too, like that piece of writing you’ve been putting off because it’ll take some brainpower. Now you’ve got the list, that anxious part of your mind that’s worried you’ll forget something can sigh, take a back seat and let you get on with it.
Commit to a 3-hour block: In Stolen Focus, Johan Hari talks about how three hours of flow in the morning can really set you up for the day. We’ve all had days when we’ve done 3 hours of work in 5 or 6 hours, and we know we’re better than that. So find a three-hour window and stick to it. For me, that window is 8am – 11am each morning. I’ve had my breakfast, I’ve made my list. Phone in the kitchen, laptop open, here we go. Working through your list, you’ll do more in those three hours than you’d otherwise do in a whole day. Work like this, and you’ll do more in a week than most people do in a fortnight.
Find an app that works for you: I’ve heard great things recently about NotePlan, and if you want an app that syncs your calendars and gives you reminders, check it out. For me, it’s Notes and Google Docs all the way – I like something that will sync between my phone and laptop, and I like to create my bullet point lists and tables in my own way, so the blank pages work for me here. Whatever you choose, you want something that you can easily refer to when you’re on the go. When you’re having a chat with someone and they ask you to drop them that link – open the app and make a note. Then when it comes to planning your day, you can refer to the Note and bingo – you’re the person that gets things done.
If you’re managing your own time and would like someone to talk through what works for you and help to hold you accountable, get in touch and book a free clarity call.
The total number of jobs in the UK’s creative industries fell in 2024 compared to the year before, new government figures has revealed.
Employment data from the Department for Culture, Media and Sport (DCMS) showed there were 2,409,000 creative sector jobs in the year to December 2024, down from 2,419,000 in 2023. In the 11 years prior to 2023, the sector saw successive annual job increases.
The decline in 2024 was driven by a fall in employed roles which fell to 1,713,000, down from 1,744,000 in 2023. In contrast, the number of roles for self-employed individuals and freelancers increased last year to 696,000, up from 675,000 the year before.
Within sub-sectors of the creative industries, music, performing, and visual arts experienced growth, with the total number of jobs increasing from 288,000 in 2023 to 312,000 in 2024.
The avertising and marketing sub-sector also saw a growth in total jobs, rising to 262,000 from 253,000 in 2023. Freelancers in that sector also rose, from 55,000 to 61,000.
Jobs in the film, TV and music sector increased from 208,000 in 2023 t0 214,000 in 2024, although freelancer roles fell from 80,000 to 75,000.
Publishing saw a sharp decline with total jobs falling to 166,000 in 2024, from 217,000 in 2023.
In the cultural sector, total jobs increased 666,000 from 700,000, although self-employed roles fell from 330,000 to 319,000.
Demographic data for the creative industries showed 17% jobs were disabled people, and 37.4% were female workers at 37.4%.
Ethnicity figures showed 82.7% of jobs were held by people from the white ethnic group, 9.9% from the Asian or Asian British ethnic group, 2.8% from the black, African, Caribbean or black British ethnic group, 2.3% from the mixed or multiple ethnic group and 2.3% from other ethnic groups.
In the cultural sector, the following applied:
Of the 2,409,000 jobs in the creative industries, 7.3% (178,000) were located in the South West. This is an increase on the 169,000 south west jobs in 2023.
London still dominates the sector though, with the capital home to 30.4% of creative industries jobs. The second biggest region was the South East with 16.4%.
See the full creative industries employment data here.
Freelancers have long been a significant proportion of the creative and cultural sectors, representing around a third of all workers and more than double that in the overall economy.
In the creative industries sector plan released in June, the government committed to appointing a “freelancer champion” to advocate for freelancers.
Earlier this month, Creative UK published a paper outlining a vision for the freelancer champion role.
The key ask was the launch of formal and structured inquiries into the major systemic barriers freelancers face, such as unfair pay, lack of employment protection and late payment. It also called for:
The creative industries are facing a rapidly shifting employment landscape driven by technological innovation and evolving generational expectations. Businesses that adapt to these changes will thrive; those that don’t risk falling behind.
At an event in the Bristol office of Bristol Creative Industries member RWK Goodman on 11 September, Alice Macleod, a specialist in human behaviour and social science, will deliver a dynamic and thought-provoking session on how shifting societal norms and AI are remoulding work environments and workflows.
Tailored specifically for professionals across creative disciplines, this session will unpack the latest workplace trends, explore how AI is reshaping roles and processes and offer concrete strategies to stay ahead.
You’ll also hear from Marissa Lewis-Peart, BCI board member and senior UX designer at Tesco, and Katie Green from Western Training Provider Network (WTPN) in an exciting fireside chat, where we will be exploring driving ambition and progression, from an employee and national business perspective.
Register for the event here.
Webinar: How to make better career decisions
Landscape for freelancers in 2025
Bristol Creative Industries jobs board
Post a job on the Bristol Creative Industries jobs board
Bristol’s creative businesses are no strangers to making a little go a long way. From indie agencies in Stokes Croft to production studios by the Harbourside, the city’s creative energy has always thrived on ingenuity and resourcefulness. But in 2025, with budgets stretched and competition for talent fiercer than ever, many are asking a quiet but crucial question: are the benefits we offer our people actually working?
More than ping pong tables and free coffee
For years, employee perks in the creative industries leaned towards the playful: Friday beers, foosball tables, “duvet days.” But those days are largely gone. Post-pandemic, today’s creative professionals are looking for something deeper—flexibility, wellbeing support, and genuine investment in their growth.
“Benefits aren’t about gimmicks anymore,” says Sophie, who runs a small design studio in Clifton. “My team doesn’t care about free pizza nights. What they want is proper support for mental health and the freedom to work in a way that fits their lives.”
That shift in expectations is making many creative leaders rethink what they offer—and whether it truly delivers value.
The rise of the benefits audit
Enter the benefits audit: a structured review of everything you provide your team, from pension contributions and healthcare to training budgets and flexible working policies. It’s about shining a light on what’s working, what’s being wasted, and what could be done differently.
For Bristol Creative Industries (BCI) members, the timing couldn’t be more relevant. I am often told “The market is tough right now”. Businesses can’t just throw money at salaries, so benefits are one of the few levers we have to attract and keep good people. But you need to know those benefits are the right ones.
Tight budgets, bigger impact
The irony is that a benefits audit isn’t about spending more—it’s often about spending less. Many businesses discover they’re paying for perks employees hardly touch, while missing out on affordable benefits that would make a huge difference.
That’s why I’m offering to carry out a free benefits audit for BCI members. With money tight across the sector, I want to help creative businesses cut waste, strengthen their culture, and give their teams what they actually need—without adding extra costs.
The process is simple: talk to your team, review the numbers, benchmark against the market, and map out smarter options. The result? Benefits that are both meaningful for employees and sustainable for the business.
Building resilience in Bristol’s creative community
Ultimately, a benefits audit isn’t just an HR exercise—it’s about resilience. By aligning your benefits with the real needs of your people, you create workplaces that feel supportive, forward-thinking, and competitive in an increasingly challenging market.
My clients tell me that “Creative businesses run on people, if they’re not happy, everything suffers. A benefits audit helps make sure we’re getting it right.”
For BCI members, that could be the smartest investment you make this year—especially when it won’t cost a penny. Because the truth is, a benefits audit isn’t about spending more—it’s about spending smarter.
If you’re a BCI member and would like me to run this for your business, drop me a message. Let’s make sure your benefits are really working—for your people, and for you.
Happy World Entrepreneurs’ Day!
The UK has experienced profound economic change over recent years which has brought challenges and new opportunities to the creative sector. As a result, many individuals have set out on the freelance and small business path for the first time.
Reasons include redundancies following the pandemic, new working relationships with employers through increased remote working and a desire to achieve a better work/life balance.
Whatever the reason to go it alone, Bristol Creative Industries (BCI) is here to give freelancers, startups and small business owners the perfect platform to share skills and build connections.
There are many benefits of a Bristol Creative Industries individual and freelancers membership. See what some members have to say below.
To meet fellow freelancers and companies that employ them, join our freelancer networking drinks on 9 September at the Square Club in Bristol. It’s free including a complimentary drink if you’re a member.
Heather Wright, co-chair of Bristol Creative Industries, said:
“The trend in the creative sector is to have small and agile agencies relying on a bank of specialist freelance talent. We have seen the freelance sector grow year on year in the last decade.
“The benefits are that, here in Bristol, we have a huge pool of freelancers covering a spectrum of creative disciplines, from coding, filmmaking, music composition, animation, illustration, copywriting to recording and directing podcasts, to name just a few. Name a niche creative service you need for your business and, chances are, there will be someone to help right here on your doorstep.
“And these freelancers and startups are key to Bristol’s vibrant creative community; it means small businesses can use a wide range of professional creative talent. Freelancers are providing the resource of a conglomerate for the SME and Bristol Creative Industries can really help with these connections.
“All individual, freelance and startup members get a profile in our online member directory where you can showcase your work. Freelancers can also take advantage of discounted tickets to BCI events, plus the opportunity to self-publish content on our newsfeed. And don’t forget the membership perks, including restaurant offers and money off business support. The real value however is in the business connections you can make.
“But don’t take my word for it, here are a few comments from our members on their experiences.”
“I’ve been a member of Bristol Creative Industries for a good number of years now. I joined mainly to be included in the directory, for which I think the cost as an individual is very affordable. It makes absolute sense to be listed in a directory where clients search for creatives, outside of their own sector or network.
“In terms of other benefits of membership, I have attended various events and they have been very good. These include evening drinks meet-ups and the members’ lunch.
“I’d say that as a creative freelancer in any field, joining BCI is a great thing to do if you have the chance. Additionally, the team at BCI have always been very friendly and supportive!”
“When I worked in an agency, we used the BCI member directory to find the best regional talent. I always felt that I could trust the freelancers we found there – they had an added credibility, took their specialism seriously, and added value to projects. So when I started out as a freelance copywriter I knew I had to be listed as a member myself!
“The events are also really insightful and enjoyable – members’ lunch, sketchnoting workshop, and the ‘simple tips, smart ideas’ talk with Erica Wolfe-Murray to name a few. Plus, still to this day it’s a lovely feeling to receive an email that starts with: ‘Hi Lara, I found your details via Bristol Creative Industries and…’.
“What would I say to freelancers thinking of joining BCI? To quote one of my favourite taglines: Just do it.”
“I joined Bristol Creative Industries many years ago looking for a list of potential new clients. In my first year I got two new clients, one a national charity. Every year I regularly get new jobs via the website and these mostly turn into long term relationships. I now work with many of the major agencies in Bristol who are also members and actively involved with BCI. The work I generate covers my BCI freelance membership costs so joining was a no-brainer.”
“I initially joined Bristol Creative Industries as a way to network and get to know other creatives in the Bristol area. Regular members’ lunches allow members to meet, providing a friendly, informal opportunity to connect. The team running BCI are passionate about helping to support the creative community; always friendly, and they have been a great help in connecting my business with potential creative partners and business contacts.
“I believe just being part of BCI has provided my animation studio with additional credibility.
“Overall, Bristol Creative Industries is extremely well run, positive and a joy to be a part of; the membership offers amazing value for money.”
“Within two weeks of signing up I had my first enquiry from a new client”
“I regularly get contacted by new clients thanks to my listing in BCI’s member directory. Freelance membership is great value for money!”
If you’re a freelancer or startup business owner and want to raise your profile to get the work you want, find out more about a individual and freelancers membership to Bristol Creative Industries
You have the option of paying a one-off annual fee of £45+VAT or a rolling subscription of £4.50+VAT per month. What are you waiting for? Sign up today and be a real part of Bristol’s creative network.
To meet fellow freelancers and companies that employ them, join our freelancer networking drinks on 9 September at the Square Club in Bristol. It’s free including a complimentary drink if you’re a member.
Bright, a leading Bristol-based event production and management company, has appointed Sarah Bryers as its new Operations Director; a milestone moment as the company enters its 21st year with fresh ambition and energy.
Sarah joins from integrated creative agency TMW, where she served as Director of Live Experiences and Business Operations. With a track record delivering complex, high-impact events for brands ranging from Toyota and Bentley Motors to The Cabinet Office, she brings a rare blend of operational precision and creative vision.
Her arrival marks the first senior leadership hire since Bright expanded its team by three new roles over the past six months to meet rising client demand. The company also recently achieved B Corp certification, affirming its commitment to purposeful and responsible business practices.
“I’m absolutely thrilled to be joining Bright at such a pivotal moment in its journey,” said Sarah. “Having long admired the team’s creativity and purpose-driven approach, I’m excited to help shape the next chapter of growth. I look forward to bringing my experience to support Bright’s brilliant work and clients.”
Alistair Paul, Director at Bright, commented:
“We’re thrilled to welcome Sarah to Bright. Her leadership experience in both live event production and business operations makes her a perfect fit for where we are, and where we’re going. Sarah will help us level up how we work, which in turn means an even better experience for our clients. It’s a big, exciting step forward.”
Based in Bristol, Bright has long been a proud part of the South West’s creative and business communities. As the company grows, so too does its impact on the local economy by creating skilled jobs and opportunities within the city’s vibrant events and communications sector.
Becoming a member of Bristol Creative Industries brings many benefits. We regularly add new opportunities so here is a guide to the latest benefits you can enjoy by signing up. This post is regularly updated.
Join Bristol Creative Industries here.
Showcase your best work and attract new clients with a company profile in the Bristol Creative Industries member directory. The directory receives lots of visits every month from people looking for services from creative businesses.
Got some business advice or news to share? As a Bristol Creative Industries member you can self-publish content on our website and it will automatically appear on your member profile. We upgrade great content to the newsfeed and homepage, while four posts by members are included in our monthly email newsletter.
To get an idea of the content topics that do well, here are the top 30 most popular posts by members in 2025.
Bristol Creative Industries member Jessica Morgan from Carnsight Communications discussed the benefits of posting content in this interview.
The Bristol Creative Industries jobs board attracts thousands of job hunters every month. Business members can post unlimited free job adverts, saving you on average £3,500 per candidate.
Piers Tincknell, co-founder of Atomic Smash, is one of BCI’s longest serving members and he told us in a member profile interview how he regularly uses the jobs board to recruit new employees.
BCI’s monthly members’ lunches are a perfect opportunity for members to catch up with fellow members and the BCI team.
Everyone has a slot of up to three minutes to tell the others a little about who they are and what they do and share any news and/or challenges. You don’t need to fill the full three minutes. We usually find some common themes emerge to discuss over the course of the session. It’s all very informal with no need to stand up and present slides.
The events are free to attend for members, take place at The Square Club in Bristol and include a free buffet lunch.
Check the events section of details of the next lunches.
Our flagship keynote events and workshops feature world class speakers sharing their expertise. It’s a unique opportunity to access valuable insights for growing your business. Bristol Creative Industries members receive a ticket discount.
An example of a keynote event is the brilliant annual presentation on social media trends delivered by Drew Benvie, founder of global social media consultancy Battenhall.
Upcoming events include ‘Luck isn’t a strategy – Systemise your sales engine’, a keynote event with B2B sales expert Ryan Hall in Bristol on 17 March.
Our regular freelancer networking drinks events in Bristol are free with a free drink for members. It takes place several times during the year. Freelancer drinks still to come this year are on 21 April, 23 June, 8 September and 10 November. Book for 21 April here and 23 June here. Registration for 8 September and 10 November will open later in the year.
Keen an eye on the events section for the latest events. You can also sign up to the monthly BCI Bulletin to be notified of events.
Big thanks to everyone who joined us at @SquareClifton last night for the Bristol Creative Industries freelancer networking drinks ☀️ 🍷
Sign up to the BCI Bulletin to be notified of new events: https://t.co/5WgBWPoN1C#BristolCreativeIndustries #Bristol #freelancers pic.twitter.com/1BvT60KZFp
— Bristol Creative Industries (@Bristol_CI) June 21, 2023
Wake Up Call is a member exclusive live webinar that takes place every other Friday at 8.30-9am. The content is delivered by members for members.
Attending the free event gives you access to valuable insights from your fellow members and if you host a Wake Up Call, you can share your expertise and attract potential new clients.
See details for upcoming Wake Up Call events in our events section.
If you’re a BCI member and you’d like to deliver a presentation on a topic of your choice during a Wake Up Call, email Dan Martin.
The Bristol Creative Industries LinkedIn group has more than 11,000 members and is one of the biggest creative sector focused groups on the platform.
Anyone can join the group but posting promotional content, events, jobs (that appear on the BCI site) etc is for BCI members only. See the group rules in the group description for more details.
Research shows that diverse teams are more creative problem solvers, bringing fresh perspectives to solutions, against the echo-chamber effect that results when people in a business come from too-similar backgrounds. With a strong focus on diversity and inclusion, employees feel valued and that they belong.
To help Bristol Creative Industries members achieve this, we have partnered with The Hobbs Consultancy to provide on demand equity, diversity and inclusion (ED&I) e-learning.
The CPD certified online course consists of modules to help you bring about positive change in your business, understand the key challenges in the way for different groups, and explore your own biases and how to overcome them.
The training modules take an in-depth look at different diversity and inclusion topics: race, disability, LGBTQ+, neurodiversity, gender (split into female leadership, masculinity, gender identity), age and social mobility in the workplace.
The price of the training for BCI members is £120+VAT. All profits will be ploughed back into our youth engagement activity.
To access this brilliant training opportunity, log into your Bristol Creative Industries account and click on the ‘members’ training’ section.
We host regular roundtables for agency leaders to discuss strategic challenges. These events are vital for us to hear from the member community about the key issues you are facing and how we can help. A roundtable on funding led to us creating this popular and regularly updated guide to the latest finance on offer to creative businesses.
If you are interested in getting involved with future roundtables, email Alli Nicholas.
We regularly deliver other special member benefits.
To stay updated on the latest benefits, sign up to the monthly BCI Bulletin.
Reductions on co-working spaces, meeting rooms, hotel accommodation, a recruitment strategy review and a coffee subscription are just some of the many discounts and offers we’ve negotiated for members.
Join Bristol Creative Industries here.
If you have any questions about membership, email Alli Nicholas
Safe to say, the past year or so has been an era of change.
Our new-look board has bedded in. We’ve won some exciting new clients.
And, most recently, we’ve given ourselves a subtle-but-thorough branding refresh.
From a refocused strategy to a tweaked tone of voice, an updated identity to a brand spanking new website. It’s been an exercise in consolidation, clarity and the kind of brutal single-mindedness that we find ourselves forever reminding our clients to follow – but can prove so tricky to do when the tables are turned.
But all that effort and energy, blood, sweat and spreadsheets has got us to a point where every inch of our brand now has our essence imbued within it.
Naturally, we started with our strategy. Putting people first has been a mantra that we’ve lived by for years – and that wasn’t about to change. But it did need defining. We’re certainly not the only agency that claims to put people at the heart of their creative, but the reality is, we do so much more than that. We dig deep. We delve into their lives to discover what they truly love. What they truly hate. Their ambitions, their anxieties, their desires, their doubts, their dreams.
And that’s how we make brands matter… We craft creative that connects.
We build brands that build bonds.
As Alex Murrell, our Strategy Director puts it,
“In an industry so often characterised by ego and bravado, ‘putting people first’ has been our subtle but strong rally cry. It’s not about us. It’s about the brands we build and the people they serve. With our new positioning, we’ve taken this one step further. We’ve articulated the ultimate benefit, for our clients, of this approach.”
Once we’d ironed that out, our strategy was set.
To better reflect our new emphasis on connection, we wanted every element of our brand identity to communicate closeness, warmth and real, raw, human emotion – the highs, the lows, and everything in between. From our TOV to our photography, our palettes to our assets, wherever people encounter us, we want them to genuinely feel something. More than recognition, we want resonance.
In the words of Creative Director Vix Hansard,
“We get people. We truly connect with them. We take the time to listen, to observe, to understand not just what they do, but why they do it. And it’s only by understanding this behaviour, that we can build creative work that truly resonates. And it’s this idea that lives in the soul of our new brand identity.”
Our website has always been simple.
A contact page if you want to want to work with us, and one for if you want to work for us. With the support of fellow local agency Fiasco, we created a new site that stays true to that simplicity but with a little more to delve into. Now featuring a handful of recent projects that have proven to have connected with consumers and the key info about our Epoch Academy (our commitment to bringing the next generation of talent into the industry) – it’s single-minded, focussed and free of any unnecessary fluff.
We practice what we preach.
Anyone that’s ever worked in branding will tell you that the hardest job is branding yourself. Upholding objectivity. Sticking to self-imposed deadlines. Allowing yourself to let go. And as we found – all of that is true. But as we also know, when you build your brand from a strategic starting point – a core purpose – it makes all that follows ‘make sense’.
From the amazing team that we’ve built up over the past 33 years to all the incredible work that we deliver. Creating meaningful connections is at the core of everything.
Standard benefits packages won’t cut it for Gen Z. Here’s how they’re raising the bar and what you can do to meet it.
In simple terms, the generation that won’t settle for more of the same. Gen Z is here and they’re changing the game.
Born between 1997 and 2012, they’ve grown up digital, purpose-driven, and ready to challenge how work works. By the end of 2025, they’ll make up 24% of the global workforce and here’s the thing: standard benefits packages aren’t cutting it anymore.
If you want to attract, engage, and retain Gen Z talent, you’ll need a benefits experience that feels as personal, digital, and values led as they are. So, what Makes Gen Z Different (And Why It Matters for Your Benefits Strategy)?
Firstly, Gen Z grew up with smartphones, social feeds, and instant everything. So, when they join your workforce, they expect the same seamless experience from your benefits. 91% of Gen Z say a company’s tech influences whether they want to work there, (according to deskbird). They expect business tools to be as intuitive as TikTok and as mobile-friendly as their banking apps. If any benefits platform feels clunky or old-school? You’ll lose them before they’ve even logged in.
Secondly, they care Deeply About Purpose. For Gen Z, work isn’t just a job. It’s a platform for impact. 74% say purpose at work matters more than their pay cheque, according to SHRM. And it’s not just talk, where 50% have turned down work that clashes with their personal values, according to SHRM and 44% have rejected employers with negative environmental or social impact, says ACCP. If your benefits don’t reflect your social and environmental commitments, you’re missing a massive engagement driver.
Thirdly they value Flexibility Over Hierarchy. Gen Z doesn’t measure success by hours logged. They care about outcomes and flexibility. 77% would choose more flexibility over faster promotion, according to Innovative Human Capital. They expect to work when and where they perform best, whether that’s fully remote, hybrid, or something in between.
Finally, there is the rise of flexible, personalised benefits. Forget cookie-cutter packages. Gen Z expects choice such as workplace flexibility, like remote work and compressed schedules, mental health support including teletherapy and wellness apps, financial wellbeing, such as student loan repayment and financial coaching.
Looking at that lens, mental health is non-negotiable. Gen Z has made one thing clear: mental health is essential, not optional. Only 15% rate their mental health as “excellent”, and 40% report feeling stressed or anxious most of the time, according to Handshake and Deloitte. What’s expected and what is out there? Dedicated mental health days, digital-first EAPs with real usage, and wellness tech, like meditation apps and digital resilience tools. In simple terms, ignoring mental health isn’t just risky—it’s a missed business opportunity.
It’s tough out there, however there are many creative ways to find money with employee benefits (if you do not salary sacrifice your pension…why not?). Focus them in a new and creative way. It will pay off when employees feel their benefits reflect their real-life needs, they stay longer and engage more deeply.
The much anticipated creative industries sector plan has been published by the government.
With the creative industries one of the key sectors of focus in the government’s industrial strategy and the West of England one of the government’s priority areas for the creative industries, there is much of interest in the plan to creative businesses in our region.
Here’s a round-up of what’s in the creative industries sector plan:
Bristol and the wider region is mentioned several times in the plan. That includes a reference to Bristol as a “strong regional creative hub” and home to “cutting-edge createch“. It also references the BBC Studio’s Natural History Unit in Bristol which it says “has led to the region being known as ‘Green Hollywood'” which “not only boosts the region’s economy but also adds vital social value”.
A map of the creative industries in different regions has this for the West of England, with references to Bristol Creative Industries members Channel 4, The Bottle Yard Studios, and Aardman Animations.
The West of England is one of six areas getting a share of £150m to “design interventions that work for the creative businesses and freelancers in their region” as part of the new Creative Places Growth Fund. The government said this could include providing access to mentors, expert guidance, and connections to suitable investors.
The other areas are Greater Manchester, Liverpool City Region, North East, West Midlands, and West Yorkshire.
The fund will also support the development of a West of England-South Wales Creative Corridor.
Highlighting the West of England, the plan said the region is the UK’s third-largest production hub, a global centre for natural history filmmaking, and film tourism. It also referenced the region as being home to the the BBC as well as Bristol Creative Industries members Channel 4, The Bottle Yard Studios, and Oscar-winning Aardman Animations.
Helen Godwin, mayor of the West of England, said:
“I promised to work with the government and invest in the West. To have our creative industries recognised with this funding is a real vote of confidence in our region. People are drawn here from all over the world, whether it’s for our balloons and street art or the city so historic that UNESCO listed it twice. Creativity in the West knows few limits – or equals.
“Culture is part of who we are, whether it’s Oscar-collecting Aardman Animations or treble-winning Bath Rugby. It’s also a big part of the West of England’s economy, and it’s growing. Now we can invest in the future through the Industrial Strategy: helping businesses to grow, bringing through the next generation of creatives, and driving economic growth.”
The British Business Bank (BBB) will “significantly increase” support for UK creative businesses with debt and equity finance. It will be provided with £4 billion of Industrial Strategy Growth Capital to support investment and growth in the Industrial Strategy eight key sectors which includes the creative industries.
The British Business Bank will also launch a ‘Cluster Champion’ programme, with ‘Champions’ with deep expertise and local knowledge to support investment in 10 city regions, including the West of England.
UK Research and Innovation (UKRI) will “significantly increase” public funding for the creative industries, including support for commercialisation and technology adoption.
A £100m UKRI investment will “support the ambitious next wove of R&D creative clusters in new sub-sectors and locations throughout the UK”.
UKRI will publish a new creative industries R&D strategy later in 2025, enhance and streamline the funding support journey through Innovate UK, and support access to Horizon Europe funding.
The government wil investigate specific measuresto tackle barriers to lending to IP-rich SMEs in the creative industries.
Department for Culture, Media and Sport (DCMS) will fund the £25m Creative Futures programme to add five new CoSTAR R&D labs and two showcase spaces across the UK.
HM Revenue & Customs will publish revised guidance for the R&D tax reliefs. It will clarify that “where a project in the creative sector seeks an advance in science or technology, arts activities that directly contribute to the advance by resolving scientific or technological uncertainties are within the definition of R&D for the reliefs, and their qualifying costs, such as salaries, can qualify for relief”.
The guidance will be published in 2025 and will clarify that eligible interdisciplinary innovation can be supported by R&D tax relief.
Protection of copyright in the AI age has been a conversial issue in the creative industries. The government said it “will ensure a copyright regime that values and protects human creativity, can be trusted, and unlocks new opportunities for innovation across the creative sector and wider economy. It said is analysing responses to the consultation on delivering a copyright and Al framework and “recognises the need for this to be done properly and carefully in a considered, measured and reasoned way, to develop any future proposals”.
The government will establish a Creative Content Exchange (CCE) to be “a trusted marketplace for selling, buying, licensing, and enabling permitted access to digitised cultural and creative assets”.
An independent review will be published in the autumn which “seeks to deliver a curriculum that readies young people for life and work, Including in creative subjects and skills”.
The government will launch a new National Centre for Arts and Music Education in England in September 2026.
A new UK-wide £9m creative careers service will be launched “to equip the next generation of young people withthe ambition and knowledge to work in the creative industries”.
The government will launch a new DCMS and Skills England led Creative Sector Skills Forum and the Digital Skills Council, an industry-led advisory body.
DCMS, Department for Education and Skills England will work with industry to support increased access to quality specialist creative education provision acrossEngland to strengthen the supply of highly trained creative students.
The government will refine and develop the growth and skills offer to deliver apprenticeships and skills training that recognises the particular needs of the creative industries.
The government will allocate £132.5 million to increase disadvantaged young people’s access to enrichment opportunities, including in arts and culture, aimed at improving wellbeing and employability.
UKRI will provide resources and support for technology adoption, as well as an online directory of facilities across the UK where creative businesses can access cutting-edge technology.
Creative UK will work with chief technology officers from the sector and other technology leaders to identify next steps to accelerate the adoption of responsible AI.
The government will upskill creative businesses on security through guidance from the National Protective Security Authority and National Cyber Security Centre .
The government will appoint a creative freelance champion, to advocate for the sector’s creative freelancers within government and be a member of the Creative Industries Council.
The Department for Business and Trade will increase funding to facilitate meetings and showcasing at major creative trade shows and events, including South by Southwest, Cannes Lions, Game Developers Conference and International Association of Amusement Parks and Attractions Expo.
DCMS will invest in the British Fashion Council’s NEWGEN programme for emerging UK designers with funding for London Fashion Week showcases and business mentoring.
The government said createch will be a central part of UKRl’s new strategy for the creative industries launching later this year. UKRI will bring together stakeholders to tackle barriers and accelerate createch growth, reporting to DCMS and Department for Science, Innovation and Technology (DSIT) ministers with recommendations by the end of 2025.
Describing createch, the plan says:
“Createch combines creative innovation and cutting-edge technology to generate novel products, services and experiences. Createch businesses have the same growth potential as other technology firms and are expected to generate £18 billion in gross value added (GVA) and 160,000 jobs over the next decade.
“They are found in every creative sub-sector, with an estimated 13,800 creative businesses leveraging technologies including robotics, engineering biology, and XR. 3D printing has revolutionised sustainable fashion, AI is reshaping video games and performing arts, and gaming technologies are used in mental health therapeutics, aeronautics and engineering.”
A new £75m Screen Growth package over three years to develop independent UK screen content, support inward investment, and showcase the UK and International film. It includes a scaled-up £18m per year UK Global Screen Fund from 2026-2029 to develop international business capabilities, enable co-productions and distribute independent UK screen content.
The government will provide £10m to expand the National Film and Television School. It said the investment will unlock £11m of private investment, including from the Walt Disney Company, the Dana and Albert R. Broccoli Foundation, and Sky.
The government will scale up the BFI Film Academy to support 16-25 year olds from underrepresented backgrounds to enter the film industry.
New funding of £30m will be launched to suport start-up games studios and talent.
The UK Games Fund (UKGF) will be enhanced by providing support for new UK titles and skills over 2026-29 attracting match-funding for every supported project.
A new UK Video Games Council of industry representatives will work with the government and the Creative Industries Council to support growth of the video games sector.
Up to £30m in funding over the next three years will be launched with the aim of helping more UK emerging artists break through on a domestic and international stage.
A new ticket levy on arena and stadium gigs will deliver up to £20m annually through the LIVE Trust, with the aim of bolstering the UK’s grassroots music sector, supporting artists, venues, festivals and promoters.
The goverment said it is “working towards an industry-led agreement on music streaming, which will boost earnings for creators.
Ad tech businesses will be supported with accelerator programmes, to upskill founders towards International expansion and connect them with key investors.
The government will launch the BBC Charter to “ensure the BBC is empowered to continue to deliver a vital public service funded in a sustainable way, delivering a BBC that can maintain the trust and support of the public in difficult times, support the wider ecosystem, and that isset up to drive growth in every part of the United Kingdom”.
The government will ask the CMA and Ofcom to set out how changes in the sector – such as the convergence of broadcast, on-demand and video sharing – could be taken into account as part of any future assessment of television and advertising markets. This would include when considering any potential closer, strategic partnerships or possible consolidation between broadcasters which may benefit their financial sustainability and audiences.
Creating an effective public relations (PR) budget is crucial for scaling businesses aiming to enhance their brand presence and credibility.
Thorough market research serves as a foundational element in developing effective PR campaigns and long-term success. But knowing where to start can be a challenge.
This guide outlines key considerations and strategies to help you allocate your comms resources effectively.
Allocating a specific percentage of your gross revenue to marketing and PR is a common approach.
The Chartered Institute of Marketing (CIM) recommends that companies spend between 5% to 10% of their gross revenue on marketing. But this is a ballpark figure.
The actual percentage you spend can and will vary on a lot of different factors. Are you B2B or B2C, what’s your sector? What’s the size of your business, and what are your business goals?
All of these things, and more, can have an impact on your marketing budgets. So it isn’t as simple a task as looking at the averages or the recommendations. It’s a decision that needs to be personalised to your wants, needs and goals.
To tailor your PR budget effectively, consider the following questions:
Target revenue for the next year: having a clear understanding of your financial goals helps set a proportional marketing budget.
Existing marketing budget: review current spending to identify areas for reallocation or enhancement.
ROI review: in line with reviewing existing or previous budgets, look at what’s working in your current plans, what isn’t and why.
Focus areas for the coming year: what do you want to achieve in the year to come? A strategic picture of these goals will help you implement tactics to achieve these goals.
Benchmarking against competitors: research industry standards to ensure your budget aligns with or surpasses your competition.
With clear objectives, targets and a strong understanding of what success looks like for you, it’s far easier to set a PR budget. Then you need to make a call on whether you can achieve this internally or if you need to bring in a third party.
Deciding between in-house and external PR resources depends on your company’s capabilities and objectives.
External PR agencies can offer specialised expertise and established media relationships, which can be priceless. The cost of bringing in an external agency can vary. Smaller UK agencies may charge between £1,500 – £5,000 per month, while larger firms’ retainers start from £5,000 per month.
Opting for an in-house solution may result in you maintaining more direct control. With an in-house PR, there is a complete, dedicated focus. But this comes with the challenges of hiring, retention, training, development and investment in standard tools, like media monitoring and journalist databases. These are tools which we, as an agency, invest in so you don’t have to.
Beyond in-house vs external, there are other industry-specific considerations that you need to factor in when allocating your budgets.
Marketing budget allocations can differ across industries. For example, consumer packaged goods companies in the UK allocate more than 20% of their budgets to marketing expenses, whereas the average budget in real estate is less than 10%
Understanding your industry’s standards can guide appropriate budget setting. Hubspot provides a helpful breakdown of sector budgets. But as an agency, as part of pre-briefing or the briefing process proper, we can give you our expertise and insights and help you put your spend in the most effective and appropriate places.
Then, you need to consider your relative size and scale.
It’s often said that scaling businesses need to dedicate more of their budgets to marketing than more established businesses. But this rationale does have its flaws.
Firstly, budgets are often referred to as a percentage of net revenue rather than a cash value. So, it can be easy to fall into the trap of thinking that a lower percentage means less investment. But that’s not the case; 20% of revenue for a start-up could be similar to 5% of an established business; it’s all relative.
Speaking of relativity.
There’s also the notion that just because you’ve reached a point of relative success, why would you slow down then? This is where having an agency partner can be very useful. Because we’ll have a certain degree of separation from your day-to-day, which often allows us to join dots and make connections which can be hard to see when you’re caught up in operations.
The reality of the situation is that if and when you reach a certain size or stature, there are going to be start-ups that are hungry and eager. They’re coming for your spot on the ladder.
Look at it this way: Microsoft still puts 10% of its $240 billion revenue into marketing.
How you divest and spread out your spending is, ultimately, down to your targets and goals.
But spending for spending’s sake should be discouraged.
Whether it’s paid campaigns through social media channels, content creation, SEO performance or media office fuelled by press releases. Whatever and wherever you’re spending, it needs to be driving value.
It’s important to recognise that value doesn’t always mean converted business leads. In the context of broader PR strategies, value has many meanings, from the quality of media coverage earned to engagement on your social media posts.
This is where it’s important to develop PR strategies with both breadth and depth. The array of expertise and specialisms within the AMBITIOUS team means we are especially well-placed to deliver this kind of approach.
Depending on your sector and relative size, as well as your goals, you’ll be implementing different tactics. So it’s difficult to say, in the space of a paragraph, how and where you should be spending without this wider context.
But broadly speaking, the following strategies can bolster your PR outreach.
Investing in PR is vital for building trust with your audience.
For this reason, setting a PR budget isn’t just about throwing money at different activities. It’s about making sound strategic investments in your brand’s future.
Your PR budget is more than just numbers on a spreadsheet, and spending for spending’s sake needs to be discouraged. Regardless of whether you’re a hungry start-up or an established business, your comms strategy needs to be as dynamic and purposeful as your business goals.
You can invest in all kinds of strategies and tactics. So much so that it can be dizzying. This is why having an expert in your corner helps, as they can help steer the overall direction of your PR outreach.
But whether you decide to build an in-house team or partner with an external agency, you need to achieve the same thing: create a communications approach that doesn’t just speak to your audience but genuinely connects with them.
Remember, investing in PR isn’t an expense; it’s your pathway to establishing credibility, supporting growth and securing long-term success and trust.
And trust is your most vital commodity.
You need to load content from reCAPTCHA to submit the form. Please note that doing so will share data with third-party providers.
More Information