Creative enterprise should be at the heart of economic thinking in the UK, Creative England chief executive Caroline Norbury will argue in a lecture to be delivered in the West of England this evening.
Ms Norbury, pictured, the former chief executive of South West Screen, will explain how creativity can not only enrich people’s lives, but create wealth and prosperity in the speech in Bristol.
The creative industry is growing at a faster rate than any other UK industry sector and changing rapidly. It is increasingly focused on highly-innovative cross-sector ventures, supporting high-end manufacturing, retail and healthcare. 
Creative enterprise is the link between Christopher Columbus, punk rock, and the banking industry, she will say, and helps make the UK the global leader in the sector.
Yet creative businesses are still not viewed as the viable businesses they can be and their economic importance is underestimated. Ms Norbury, who was appointed the first CEO of Creative England in 2011, will challenge these perceptions.
“In the UK there remains a lack of appetite to put money into something which one can’t see, feel or touch and we have a very odd idea of what constitutes ‘risk’.
“We must take risks, follow our gut instincts and encourage those holding the purse strings to follow suit.
We must be bold, and trust the creativity of people; because that doesn’t just build new businesses, it builds stronger communities, and fosters the creativity that is one of the hallmarks of our country.”
Creative England is charged with promoting the film, TV and games industry in England. Prior to joining the organisation in 2011, Ms Norbury had been chief executive of Bristol-based South West Screen for nine years.
The lecture takes place at the Watershed, Bristol, this evening at 6pm. It has been organised by the University of the West of England.
