The Brandland Phenomenon
Norwich declares Its creative ambition
Photo: Beth Moseley Photography
Last night at Norwich University of the Arts, Brandland welcomed over 100 creatives, students, educators, and business leaders to launch a bold new chapter for the city.
The occasion: the official unveiling of The Brandland Phenomenon: Mapping and Growing a Cluster, a groundbreaking research report developed in partnership with BOP Consulting. This is the first time any UK city has undertaken such an in-depth mapping of its branding industries and the findings confirm what many in the room already suspected: Norwich is a creative force to be reckoned with.
Opening the Conversation
The evening opened with Robert Jones, Founder of Brandland and Professor of Brand Leadership at UEA, in conversation with Jonathan Todd, Chief Economist at BOP Consulting. Together, they unpacked the findings of the report, which show:
Creative industries contribute £730 million GVA and nearly 9,000 jobs to Norfolk’s economy.
Around one-third of this value comes directly from branding-related sectors - including advertising, PR, digital, and design.
Employment in the branding industries grew by 36% between 2018–2023, more than double the UK average.
“This report proves that Norwich is punching far above its weight,” said Robert Jones. “But we’ve only just begun to understand how powerful this cluster can be.”
The Role of Education
The second panel brought together Simon Ofield-Kerr, Vice-Chancellor of Norwich University of The Arts, and Professor Catherine Richardson, Pro-Vice-Chancellor of Arts & Humanities at UEA, to reflect on the essential role of Norwich’s two universities in nurturing this cluster.
Catherine made a call for creative vision, We need to design a new vision for the city, one that inspires us to allow the cluster to grow and flourish.
Simon added a challenge to think bigger: Norwich must have a greater sense of ambition. We need larger-scale projects and more faith that this city can truly compete at a national, even global, level.
The Future Is Already Here
Following on, Bernadette Naimhwaka, a current Norwich University of the Arts student, and Russell Eldon, a recent UEA graduate, took the stage to present the Brandland Manifesto, a declaration of Brandland’s commitment to building a stronger cultural and economic impact for Norwich through collaboration, education, innovation, and pride.
The manifesto lays out five priorities: to connect, to celebrate, to promote, to nurture, and to lead.
Big Questions, Real Conversations
As the evening drew to a close, the conversation turned toward the future, and the challenges. Audience questions explored the impact of AI on the creative industries and how Norwich can tackle issues like low social mobility, ensuring the branding economy is inclusive and accessible to all.
These were not just polite questions, they were real, urgent, and forward-looking, echoing the report’s call to evolve from an organic cluster into a strategic one.
A Book, and a Beginning
As the event wrapped up, attendees received a copy of The Brandland Phenomenon, a beautifully designed publication that includes essays and reflections on the city’s creative legacy and future. From a profile of Bobby Burrage of The Click and a branding timeline by John Gordon-Saker, to a moving afterword by New York native Ali Smith, it captures the rich tapestry of life in Brandland.
Norwich has the talent. It has the history. It now has the data. What happens next is up to all of us.
Photo: Beth Moseley Photography