Campaign hoped to spur Cebu's creative industry

CEBU, Philippines - Players in the creative sector in Cebu are anticipating the help from the “Creative Cebu” campaign to push the potential of the industry.

Campaigns Cebu (CAMP-Cebu) general manager and creative director Zen Pastoriza said that if the “Creative Cebu” campaign will start its program in supporting the creative industry here, growth will soon be expected.

In the advertising industry alone, Cebu has yet to develop a good pool of professional agencies, as players are still dispersed, and the market is flooded with informal advertising agency players.

A third party intervention such as the pronounced joint program to be initiated by “Creative Cebu’ campaign and the Department of Trade and Industry (DTI) to help the creative sector here is considered as a savior tool to maximize the potential of the creative talents in Cebu.

Multi-awarded visual artist Siegfredo Rosales Galan echoed Pastoriza’s view, saying there is a need for an active intervention especially from the government in order to develop the creative sector in Cebu.

Sadly, according to Galan, the visual arts industry is the most neglected industry in the Philippines, although the potential is huge.

Galan noted that the Philippine government in general is only supportive to industries where “they can make money.”

Just like the advertising industry, the visual arts sector in Cebu is one of the most “dispersed” industries.

 Both Galan and Pastoriza hope that the “Creative Cebu” campaign and DTI will be able to come up soon with strategies on how to start up in organization the players.

With this anticipated intervention, Pastoriza hopes that informal advertising or freelance practitioners will be convinced to professionalize their operations.

Following the declaration of British Council in naming Cebu as the “Creative City” in the Philippines, DTI-Cebu provincial director Nelia F. Navarro said the province has to step up in professionalizing the industry, and achieve its dream as the legitimate design capital in the Philippines, or in Asia. 

By creating a professional business support organization, or a Creative Council, Navarro said artists, or creative people will be able to learn the ropes of playing the international market, and at the same time constantly upgrade their talents.

Andrew Senior, head for creative economy unit of the British Council, earlier suggested that Cebu should maximize its creative industry and make it one of the economic drivers for the province.

Development of creative entrepreneurs is very important for Cebu, otherwise, it will lose its ‘golden” opportunity to capture the dynamic demand for creative talents around the world.