NEWS

Work smarter - creative industries told

Norfolk's creative industries were urged yesterday to review their working practices and "work smarter" to counteract the impact of the slowing economy.

More than 80 figures - from web design businesses to television prod-uction companies - took part in the fifth creative industries convention at the Garage, in Norwich's Chapelfield.

The event was organised by economic development partnership Shaping Norfolk's Future and Norfolk County Council with the aim of drawing creative businesses together and sharing expertise.

The convention heard from Craig Douglas, of PricewaterhouseCoopers, and David Stutchbury, managing partner of Clydesdale Bank, about the impact of the tightening credit markets.

The pair urged businesses to review their current work practices to work smarter and counteract the impact of the credit crunch.

In a second session, Tom Wood, of the Norwich-based internet research and planning company Foolproof, and John Mountford, chief executive of radio and television advertising production company JMS Group, spoke of their experience of repositioning their businesses.

Foolproof was founded by Mr Wood and colleague Peter Ballard in 2002 and now employs more than 40 staff at offices in Norwich and London.

The company's clients range from Norwich Union and Barclaycard to Center Parcs and P&O Ferries, helping the businesses develop internet strategies.

JMS was founded by Mr Mountford, a former BBC journalist, more than 25 years ago and specialises in the production of TV and radio commer-cials and corporate DVDs from its studios in London and Norwich.

Richard Cox, director the creative industries sector of Shaping Norfolk's Future, said: "This year's convention delivered a mix of financial advice and personal experiences regarding the challenges facing the creative industries in the current economic environment.

"While the credit crunch may have an effect on business, those attending the convention received a business health check and planning tips to lessen the effect they may experience financially over the coming months."

To find out more about the creative industries in Norfolk, log on to www.creativenorfolk.com.