Wallace & Gromit, Aardman Animations plasticine superstars, have made people laugh from Wigan and Wensleydale to Rosario and Nairobi. Now, Aardman have opened the first public animation academy in Khayelitsha, the giant township on the outskirts of CapeTown. False Bay Good Hope College rises out of the landscape of shacks and low grade housing. Over 900,000 people live in this area; most are unemployed, so the chance to enter the creative industries is significant. Aardman will send their animators to give masterclasses and, internships at the Bristol Studios are planned.

We're off to the shanty towns!

False Bay Good Hope College will offer bursaries worth $2,675 for a one year course – which is supported by the Western Cape government and Seta, a training agency funded by levies from employers. Students will work on global themes and learn the basics of Walt Disney style animation but, the vision is that False Bay will be the catalyst to give voice to local content – with global potential. This story can run and run – elsewhere.

This Blog has explored the end-to-end supply chain realities of many industries; highlighting how raw materials or semi finished goods are sourced from low cost locations for value (and higher prices) to be added in the developed world. We have looked closely at supply chains such as carpets; flowers; honey and dairy and, emphasised how inclusive startegies can help to transform whole economies.

Wallace and Gromit in the townships takes us to fresh territory – creative industries in the emerging and developing world and how they can transform lives. The Post on the music industry below makes the point – world music as a genre comes from these markets; so, why can’t we open up recording studios to grow the skills in country. After all, the demographics are clear – global youth live in the emerging and developing world and mobile downloads are transforming accessibility. World music is big business.

The creative industries – music, art, architecture, advertising and design – are big business and technology is transforming who can play and how to play the game. Take Novica – this is a web based marketplace for global artisans. Many artisans in remote rural areas lack connectivity to wider markets or, are in the hands of agents that charge a premium price and hand over survival rates. Novica has over 20,000 artisans on line offering handcraft home decor – a market that in the USA alone is worth $10 billion per year.

Logistics – which is not just about the physical movement of goods – can play a major role in other flows. Information can help to aggregate production capacity and link this to the demand out in the market. Then, there are luxury goods with big price tags on High Streets from the Ginza to Fifth Avenue.

Look at Jewellery. The world Jewellery trade sources raw materials from places like Africa and India in huge quantities. How much has been done to develop the design component and open up added value opportunities for local traders. Places like Burundi ($85 million); Tanzania ($0.8 billion); Uganda ($124 million) and Pakistan ($0.75 billion) export significant quantities of raw material for the jewellery industry. In fact, 4 out of 10 of the World’s precious stones pass through Pakistan. Jewellery is big business.

Think of leather goods – Italian manufacturers are working with Indian and Korean SMEs to improve quality and accessories. Think of footwear; textiles; watches … Then, think of adding value to all sorts of craft industries. The potential is huge.  How many other industries could set up the equivalent of False Bay Good Hope College? How many other industries could work to mentor industries in emerging and developing economies.

As we explore the Emerging and Developing economies, it is not so much what they produce or, the industrial sectors they compete in. It is more relevant to explore how they produce and what added value do they retain. The creative industries arrest the commodity trap – footloose sourcing companies can move on to alternatives when your prices increase;  to become the catalyst for improved skills and added value products and services. This is the essence of the transformational process – take an idea that is adaptable to and affordable for an emerging and developing market; adhere to international standards and build market access to global markets; scale up the process and distribution and, invest in design and skills to acheiev sustainable growth. Think big. After all, Wallace and Gromit did picnic on the moon.