In what way does Austria perceive Poland? What do they want to boast to us about? And what does ‘creative economy’ mean? Those questions are answered by Mr Ernst Kopp, PhD, Commercial Counsellor of the Ambassador of Austria.

Searching for information about creative industries, I came across your website. Next to important information about Austria you mention creative industries as one of more important points – why?
Creative indutries in Austria during the last few years have developed fast with the growth rate higher than the mean one in economy. Currently this sector includes 29 thousand of private companies which employ about 102 thousand workers. These are mainly micro enterprises which on average employ four people and the number of those businesses is still growing.

Creative industries provide about 7.2 billion EUR to annual national income in Austria. ‘Traditional’ sectors depend on and use the services offered by creative industries because large amount of creative work is done for the firms by external specialists. Unique design, excellent website, well organised media campaign cause the increase in the company’s competitiveness.


As a sphere of creative activity you list: architecture, content and multimedia, advertising and PR, art and artistic market and music industry. Does it mean that these branches develop most dynamically in Austria?

Generally speaking, creative industries in Austria are ahead in comparison to other sectors of economy taking into consideration the growth rate. It results from the fact that this is a new and highly innovative branch. Advertising and PR, architecture, visual and audiovisual art and programming consulting develop most dynamically. In response to the development of creative industries in Austria, the Austrian Federal Economic Chamber initiated a long-term action group named ‘Creative Economy’. The aim of supporting this sector is to increase the attractiveness of Austria as a place of development of creativity and innovation and also influencing the country’s policy to develop in this direction.


Are there in Austria any educational centres connected with creative industries? What are they? Are they widely available and can Poles study there?

Austrian public universities have a wide choice of fields of study connected with creative industries such as architecture, industrial design, art and art management, media management and PR, information technologies, film, music, etc. State and private educational institutes provide courses and seminars on marketing and management, interior design, media and IT, event organization etc. Typically, these courses are available for foreign students who fulfill certain educational criteria.


And what do you think about the development of creative industries in Poland?

Polish creative industries develop quickly in a wide variety of ways. I can give some examples, but this list will not exploit the subject. The industry of media and PR flourishes – it is enough to look at the number of external advertisements, professional campaigns accompanying the introduction of new products on the market, the number of marketing supplements to the newspapers, the abundance of commercials on TV and the radio. Polish film industry is also very respected abroad. In Warsaw, I observe film shooting everywhere, Polish productions are presented at the prestigious, international film festivals, and Łódź is justifiably called ‘HollyŁódź’. Polish fashion designers – Ewa Minge, Arkadius or Katarzyna Szczotarska are applauded  on international catwalks. IT companies, such as Microsoft or Google chose Poland because of the number of well-qualified workers and creative brains. Also artworks of Polish painters are highly valued on the international art market. 


How can we start the cooperation on this plane between our countries?

We concentrate on making Austrian economy ‘international’. As a result, we also support creative companies in commercialization of their products abroad. It consists of signing contracts, cooperation and ‘networking’ in Poland. In the last few years we have implemented the initiative called ‘go international’, whose aim is  to encourage the representatives of Austrian economy to work beyond Austrian borders. Some programmes of this initiative are particularly focused on creative industries and they support the companies from this sector in their efforts for international cooperation. Moreover, our colleagues from the Austrian Culture Institute are very active in organising cultural exchange between Austria and Poland.


The ‘Purpose’ magazine is the only magazine in Poland, which has introduced the subject of entrepreneurship in culture for four years. I’d like to avail myself of this opportunity and ask how you understand the term ‘entrepreneurship in culture’? 

Great examples of entrepreneurship in culture are 29 thousand of companies, which constitute the Austrian Creative Sector. They create over 100 thousand of work places, have income of  18.3 billion EUR, providing over 7 billion EUR to the total value generated by the Austrian economy.

Thank you for the interview.

Photos: archive of Austria.info Sp. z o.o.