The West Midlands Screen Bureau (WMSB) is a network set up with a simple mission: to help a dynamic and diverse Creative Screen Sector realise its potential in a changing world. 

The Creative Screen Sector comprises a range of established and emerging industries, art forms and platforms that broadly reach audiences through some form of screen, or a combination of screens, including games, television, film, virtual reality, music video, augmented reality and online video.

The aim is to bring together a wide range of businesses and interests into an active network that will help the sector become a national beacon and an international powerhouse in the emerging converged media ecosystem. 

WMSB is leading on the building of a Creative Cluster, as part of the British Film Institute's Creative Clusters Challenge Fund, with support from both the West Midlands Combined Authority and Birmingham City Council.

The Bureau will strive to highlight the wealth of talent that exists in the region, often without the recognition that they deserve but it will also recognise that talent needs to find its way in an evolving ecosystem, which challenges old media models.  Successful business models within the media sector have largely broken free of single platforms and are international in nature.

The future is not written. It needs to be designed and WMSB has a clear ambition:

To help create the most diverse, dynamic and competitive Creative Screen Sector in the UK, exploiting the opportunities of an emerging global, converged and participatory media ecosystem. 


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No-one needs us to succeed.

The Creative Cluster work, is the result of a winning bid for funding from a National Lottery-financed scheme, administered through the BFI, and supported by the West Midlands Combined Authority and Birmingham City Council.

Led by the West Midlands Screen Bureau, its aim has been to build a business network in the region, dedicated to taking on challenges that have plagued the sector for many years. It is not about adding to an existing mountain of consultancy reports. This project is about you, the people, talent and businesses of the Creative Screen Sector – TV, games, film, video, AR, VR, etc. – taking control of our collective futures.

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The WMSB is working on creating and active Creative Screen Sector network attuned to the opportunities of a changing ecosystem.

It has also taken on the challenge of building 'creative clusters' in the region.

The term ‘creative cluster’ is used in a number of ways but essentially describes an environment that brings together a critical mass of related businesses to support creative collaboration, foster innovation and build a network to support growth.

Clusters often require an initial push from public funding and private capital but they are always intended to become engines of growth that are able to drive business.

Those clusters have physical and digital dimensions, delivering economic value but also social benefits through regeneration and jobs. 

Given that the output of the Creative Screen Sector also has cultural value, the work will also be closely integrated with the existing work of cultural institutions to help a broader mission to support an inclusive and ambitious renaissance in the region.

An important part of the work will be uniting existing businesses and talent into an active network.

There are strong pockets of excellence in different sectors in the West Midlands but it connectivity is often the missing link.

Lack of communication and information in the sector has been an issue in the West Midlands. The Bureau itself is intended to be part of the solution to that issue.

But in changing times, fresh thinking about the nature of business, audiences and the tangible value of networking and collaboration is also required.

UK innovation agency NESTA offered a useful outline in 2012, warning that the “mere existence of a creative agglomeration is not enough for the benefits from clustering to emerge. The other crucial ingredient is connectivity between firms within a cluster, with collaborators, business partners and sources of innovation elsewhere... and finally, with firms in other sectors that can act as clients, and as a source of new and unexpected ideas and knowledge. These three layers of connectivity are underpinned by a dense web of informal interactions and networking.”

In the process of finding those “other The approach taken in our work will strongly emphasise building networks and connections but experience and evidence from clusters in the UK and around Europe is that participation can only be achieved if the work is seen to provide practical outcomes and credible strategic direction.

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A West Midlands



There is a tangible sense of optimism around the West Midlands.

Major events are helping shape that sense of direction, including Coventry City of Culture in 2021 and Birmingham's Commonwealth Games in 2022.

Towns and cities are expanding across the region with new infrastructural investment, including HS2 promising to enhance change.

In the screen sector, there are already pockets of exceptional dynamism with international reach.  Silicon Spa at Leamington offers a fine case study in how a creative cluster can be developed and evolve. 

And the potential of a united screen sector was clear in the campaign to bring Channel 4 to the region.

Steven Knight's Peaky Blinders is not just the poster boy for Birmingham storytelling, it is a jewel in the crown for the UK's drama reputation worldwide. Knight is now planning new studio facilities to help the region expand.

What is missing is the connecting tissue to bring these factors together. 

The region has used a difficult period of relative decline in some areas, notably television, to storm ahead in others. The West Midlands has been building a powerful digital skills and business base in the digital and ‘experience’ economies. 

The region’s rich storytelling tradition has not declined, even if weaknesses in infrastructure and business have held back a broad-based progress to match pockets of world-class business. 

Supporting that progress is the core aim of the bureau and it should think big. 

The West Midlands metropolitan county alone boasts 2.8 millon people, more than six EU countries. Birmingham is the 16thbiggest city agglomeration in Europe and by most measures the second city of the UK. Ranked by the city boundaries alone, Birmingham, Coventry and Wolverhampton, are all in the top 20 of UK cities.

The Greater Birmingham and Solihill LEP estimates that its region alone has already created 50,000 jobs in the broad creative sector, with the potential to add 3,965 new enterprises and 30,000 new jobs, increasing employment from 5.6% of the workforce today to the national average of 9%.

The region has an impressive range of universities, some with courses directly related to developing creative industries.

The demographics of the region are a more mixed picture than the “young, digital and diverse” cliché suggests, with serious issues around skills, social mobility and cultural exclusion. Nonetheless, the population mix offers unique opportunities to build a serious base for innovative business.

It wants to be a significant part of a much bigger drive towards what should be seen as a renaissancein the region.

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The Digital Revolution and dramatic changes in audience consumption habits has dramatically changed the nature of the screen sector.

While different parts of the sector may have strong variations, at heart they all face the same challenge of an over-supplied market and vastly increased choice.

The key economic unit in the creative industries is increasingly time. And everyone engaged in every part of the screen sector is in a fight from audience minutes.

In the short term, that has given major advantages to the biggest global businesses, with their access to Big Data and vast marketing budgets.

The region will, of course, need to find ways to attract investment from the digital giants, the telecoms companies, the media conglomerates and the Video On Demand subscription companies, such as Netflix.

There are ways to attract that investment, through financial incentives, efficient services and high-spec spaces and facilities at competitive prices.

But investment also follows ideas.

The West Midlands Screen Bureau is dedicated to encouraging and supporting the development of diverse and dynamic stories, ideas and concepts, which are the raw materials of creative growth.

The West Midlands has a long history as an ideas factory, producing some of the most important innovations of the industrial history of the UK, as well as a long history of creative genius in writing, film and television to music and games.

It is essential that the West Midlands Creative Screen Sector taps into that entrepreneurial and creative spirit. 

And this may be the perfect moment for that renaissance of ideas, with big changes to the kind of content made, the desire for diversity and originality, the technology helping drive new consumer habits and rapid convergence of art forms and screen businesses. 

WMSB is dedicated to ensuring that ideas are allowed to achieve their potential in terms of economic, cultural and social value.

But the bureau will not begin with a hierarchy of screens and content but rather look for a dynamic mixed economy. 

The creative sector as a whole is overwhelmingly comprised of small-and-medium-sized enterprises (SMEs), working from project to project, or at best slate to slate. The space to stop and think about their own business strategy, never mind sectoral strategy, is often in extremely short supply.

Bringing together the right mix and level of creative people for the tasks will be a challenge. The plans do try to address the problem by limiting the requirements for physical presence but it will be necessary to ‘win’ that time.
Those issues cannot all be resolved in a single year. And there has been a long history of initiatives that have failed to kick start the sector. 

The priority here will be to take on the challenges in terms of a strategic cluster plan, which will finally and collectively clear a path to success through understanding what needs to be achieved.



The West Midlands Screen Bureau has set out with an ambitious plan to help the region's Creative Screen Sector to become a national and international beacon for businesses, talent and projects that can thrive in the emerging global media ecosystem.

It is not a funder of projects or a lobbying group: its emphasis is on partnership and networking to achieve what delivers the best results for the region. Those results will not be lost in increasingly irrelevant boundaries between different disciplines and art forms within the sector, and it will not be hamstrung by imagined boundaries between 'culture' and 'commerce.'

In the emerging ecosystem, the most important factors are knowledge, ideas and the ability to turn ideas into value in the most efficient and entrepreneurial ways. The need to compete in a Knowledge Economy, Experience Economy and Digital Economy represents the most complex of challenges but the bureau aims to take them on with a straightforward, transparent strategy.

This first year-long Cluster project is intended to create unstoppable momentum, which will be achieved by distilling down the ideas to a set of phases:

  2. DESIGN LABS >>>

Each of those phases are explained in detail below. By the end of the work, in May 2019, WMSB will expect to have created:

  • A powerful, active and collaborative Network.
  • Clear and focused Research, offering a pathway to sectoral growth and based on a methodology that will allow easy future adaptation.
  • A Design Labs approach to agile development that will become more powerful as knowledge is pumped back into the system
  • Pilots and Prototypes that will allow the sector to test models, methods and products

The aim is for an entirely transparent process, working hand-in-hand with other organisations in the public and private sector as growth in the Creative Screen Sector takes its place in the broader industrial strategies of a West Midlands Renaissance.


RESEARCH and mappiNG

It is essential that long-lasting development of the sector is based on the firm foundations of knowledge. The WMSB strategy necessarily then begins with research.

The work has three main components:

  • Capturing and analysing all existing studies into the sector and its component parts
  • Gap analysis to find what resources, infrastucture and skills are needed for the region to reach its potential
  • Interactive mapping of all existing businesses and institutions.

The aim of the work is not to add to the already heavy weight of academic reports. Instead it will be Action Research with the specific aim of understanding the barriers to achieving the goals of the Screen Bureau cluster strategy.

It will therefore concentrate on some specific areas:

  • Talent development, retention and attraction 
  • Skills, training and collaborative development 
  • Networks and spaces
  • Business development, value creation and international reach

Each part of the research will identify challenges and opportunities in the changing media ecosystem and international marketplace.

And it will identify the rationale to underpin the drive for a powerful and united Creative Screen Sector.

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The knowledge gained from the Research and Mapping phase will play a big role in the work of Design Labs.

Consolidating gains will be a matter of disciplined approach to credible objectives. The agile approach suggested here with use of prototypes, shared data, measurable goals and active networks has the potential to push progress in a way that cannot be stopped.

There will be three labs, which will explore three core areas:

The labs are based on a Design Thinking process - which is a simple method of creating transparent and measurable objectives based on understood audience interest and transforming them into prototypes to test concepts.

In a fast moving environment, it is necessary to be able to move quickly from concept to design. The design labs and the pilots and prototypes they help create are an opportunity to take risks and to learn from mistakes to hone products.

This agile approach contrasts with established industrial approaches, which often fall back on the lowest-common denominators of known demand. But that is a strategy of diminishing returns.

The West Midlands has an opportunity to become that ideas factory  that will thrive on originality and diversity and reap the rewards of creative success, market value and international investment.



The final stage of the project is to take the ideas emerging from the lab and turn them into viable products, activities and services with the potential to create value, in economic, cultural or social terms.

The core aim will not be to create products themselves, although the methodology will be valuable for future development.

The aim will be to take the knowledge from the research, refined through the labs, to test the potential for sustainable and viable contributions to the growth of the sector.

That might mean new kinds of development spaces; new collaborative methodologies; fresh training schemes; valuable tools for new kinds of media development and knowledge sharing but the intention is that the opportunities will emerge and evolve, rather than being dictated in advance.

WMSB is looking for a West Midlands method that will drive the dynamic and diverse creative industrial renaissance that is within our grasp.