WPP Media CEO: Creative industries should bet big on London, the city of brilliant lunatics
London has been named the best city in the world for culture – it should be creative industries’ first choice, writes WPP Media UK CEO Kate Rowlinson
“Oh, I love London Society! I think it has immensely improved. It is entirely composed now of beautiful idiots and brilliant lunatics. Just what Society should be.”
So said Oscar Wilde’s character Mabel Chiltern in An Ideal Husband, signalling the eccentricity and creativity that defines much of London’s artistic output. London has always divided opinion. Some will see it as too crowded, while others will enjoy the vibrancy of a crowd. Lately, however, the rhetoric has amped up – with many outside London seeing online videos and discussions that create an idea of a city in decline. This, naturally, can start to impact business decision-makers who are considering where to invest, expand or launch.
But it’s not all doom and gloom for the capital city. On the contrary, its rich culture has recently been recognised, with London named the best city in the world for culture. And yes, Paris and New York were also in the running.
Londoners are UK’s biggest optimists
When we surveyed 10,000 Brits in a WPP study called Shaping the Nation around how location impacts identity, Londoners were the most likely to report a positive outlook on life out of any region in the UK. London gets a lot of investment and I am mindful this will likely impact a positive outlook score versus other parts of the UK. Unquestionably, however, there is much to love about London.
Like many “Londoners”, I hail from outside the city, in my case, Warrington. The creative output across Manchester, Leeds, Birmingham, Edinburgh and countless other British cities is ignored at your peril. But having lived for more than 20 years in London working as part of the advertising industry, I want to combat the message of negativity that seems to have some traction around the city. I get to see its fantastic creativity exhibited daily. Starting with Transport for London on my way to work – like their partnership with Warburtons bringing Morgan Freeman’s voice to “Bakers” Street, showing the powerful creativity that can delight us in a normal day. In the evening, I can visit an exhibition in the Barbican or go to a performance in the basement of a city pub. There’s so much to be inspired by every day, everywhere in London.
Creatives: set up here!
That’s why I believe those in the creative industries – from arts through to entertainment to advertising – should continue to invest in London as a critical geography in global creativity. Already, 13 per cent of all jobs in London are in the creative industries, making the city a magnet for international creatives looking to apply their skills. The creative industries are a key economic contributor in the UK, providing 2.4m jobs and acting as a key export. In fact, they are delivering four times the economic growth versus the economy as a whole in the UK, according to the DCMS. This industry is not in decline, and nor is London.
I urge those considering new ventures, or who wish to grow their international footprint, to consider London – the city of creativity and culture.
Our business has done exactly that. At WPP Media we unveiled our new 3,000 person strong office in Southwark last year. This new hub space has empowered us to work more collaboratively and creatively, and it represents our investment into the city itself. And it’s not just us. Tech companies like Microsoft and OpenAI have announced new office spaces in the city, while Marlow Studios, just outside London, will represent a £1bn investment into film studios near the city.
Perhaps it’s all those “brilliant lunatics” espoused by Oscar Wilde. Perhaps it’s the draw London holds on a more international set of creatives. Whatever the reason, London will always be a key home for creatives, and for creativity. As such, creative businesses are at home here, too.
Kate Rowlinson is the CEO of WPP Media UK