Creative Capital Index

The modern megalopolis as a space for people to live and create is inconceivable without a diversified service sector, rich cultural life, pleasant and accessible public spaces, interesting events, educational programmes and entrepreneurial opportunities.

It is namely these resources which constitute urban capital in the global centres of economic development, and which provide the basis for a new benchmarking research project, conducted by the Calvert 22 Foundation and PwC Russia to compare five global capitals.

Benchmarking is a special project developed as part of the Creative Capital Index. The index includes an analysis of the creative capital of fifteen Russian cities: Velikiy Novgorod, Vladivostok, Voronezh, Yekaterinburg, Kaliningrad, Kazan, Krasnodar, Moscow, Nizhny Novgorod, Novosibirsk, Omsk, Perm, St Petersburg, Tyumen, and Ufa.

Benchmarking allows us to take into account not only the Russian, but also the international context for development in the innovative and creative sector, and to compare the leader in the Russian ratings – Moscow – with internationally recognised creative centres.

world global cities

key indicator groups

basic indicators

creative specialists


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In addition to Moscow, Russia’s capital city, the special project analysed:

  • Berlin,
  • Helsinki,
  • Hong Kong,
  • New York,
  • London,
  • Seoul,
  • Sydney.

Index structure

A city can be understood as a complex system, in which society, business and government must successfully coexist and solve urban problems, working on the basis of existing infrastructure.

The structure of the Creative Capital Index and the special project to benchmark global capitals reflects the key elements of this ecosystem, allowing us to assess the creative power of cities as objectively as possible.


People defines the characteristics of the creative community and includes both basic sociodemographic indicators and indicators reflecting the nature of social interaction (openness, tolerance and social engagement).

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City highlights the current conditions for development in the creative sector and allows us to diagnose the state of economic, cultural, social, urban, and academic infrastructure.

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Business is based on general indicators for the creative economy, an evaluation of the quantity and quality of creative projects and an analysis of innovation infrastructure, necessary for commercialising the talents of the creative community.

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Government includes indicators reflecting the level of engagement of the local authorities in developing the creative industries, as well as their openness.

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Brands show the external perceptions of a city and is based on expert surveys and media analysis.

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Index methodology

The basic methodology of the Creative Capital Index was modified in order to take international best practice into account as fully as possible when carrying out benchmarking.

At the preparatory stage benchmarking was divided, in accordance with the established structure, into the five main sections of People, City, Government, Business and Brands.

Next, a list of quantitative and qualitative indicators was drawn up, reflecting the key characteristics of each section. In turn, the indicators were separated out into thematic subgroups.

The indicators used in the research can be loosely divided into objective and subjective. The sources of the figures for the objective indicators are taken from official statistics, specific government ministries, municipal and regional authorities, statistics digests and analytics reports from relevant associations and both niche and well-known companies, and ratings prepared by relevant analytics agencies.

The data for the subjective indicators comes from the results of questionnaires of creative specialists, who were asked to assess the quality and competitive edge of cities’ brands, creative initiatives and corresponding urban infrastructure.

At the analytics stage, selected indicators were converted to a universal value using statistical methods, adjusted for population size and urban area, and standardised using cities’ maximum values for each indicator.

When calculating the final values for comparison, each of the main sections of indicators (People, City, Business, Government, and Brands) was assigned a unique weighting based on the subjective importance assigned to the section in the survey of creative specialists.

This project acts as an invitation of long-term partnership to all community organisations and representatives of local authorities, business and the creative community interested in promoting innovation and the creative economy across Russia and around the world.

Creative Capital in Global Cities 2018

PwC Russia

PwC Russia provides industry- focused assurance, tax, legal and advisory services to various industries. Around 2,700 professionals working in PwC offices in Moscow, St Petersburg, Ekaterinburg, Voronezh, Kazan, Novosibirsk, Krasnodar, Voronezh, Rostov, Yuzhno-Sakhalinsk and Vladikavkaz share their thinking, experience and solutions to develop fresh perspectives and practical advice for our clients. PwC refers to the PwC network and/or one or more of its member firms, each of which is a separate legal entity.

Calvert 22 Foundation

Calvert 22 Foundation exists to support innovation and creativity from the New East — eastern Europe, the Balkans, Russia, and Central Asia. Through ground-breaking initiatives both online and offline, the Foundation supports the work of young creative communities in the New East. The Foundation’s key initiatives in supporting culture and creative endeavour are its online magazine The Calvert Journal , Calvert 22 Space in east London and its think tank Calvert Forum.

Section Berlin Helsinki Hong Kong London Moscow New York Seoul Sydney
Economic ranking 0,78 0,75 0,75 0,69 0,54 0,76 0,73 0,85
Cultural life 0,82 0,89 0,49 0,76 0,71 0,81 0,62 0,6
Urban environment 0,81 0,83 0,54 0,81 0,41 0,75 0,59 0,66
Research and education infrastructure 0,57 0,47 0,53 0,7 0,34 0,52 0,58 0,79
Average score for City section 0,74 0,73 0,58 0,74 0,5 0,71 0,63 0,73
Education level 0,67 0,54 0,61 0,57 0,61 0,39 0,66 0,54
Cultural engagement 0,48 0,46 0,56 0,62 0,74 0,68 0,42 0,63
Private entrepreneurial initiatives 0,44 0,42 0,26 0,61 0,19 0,93 0,17 0,33
Creativity 0,64 0,6 0,36 0,56 0,31 0,5 0,31 0,48
Openness and tolerance 0,68 0,8 0,65 0,6 0,46 0,74 0,41 0,74
Average score for People section 0,58 0,57 0,49 0,59 0,46 0,65 0,4 0,55
Innovation and creative infrastructure 0,43 0,8 0,16 0,22 0,33 0,25 0,16 0,16
Creative companies and projects 0,52 0,8 0,1 0,42 0,28 0,31 0,23 0,06
Scale of creative economy 0,85 0,25 0,33 0,67 0,55 0,34 0,41 0,42
Business environment 0,45 0,4 0,38 0,72 0,49 0,55 0,32 0,24
Average score for Business section 0,64 0,63 0,32 0,61 0,5 0,53 0,37 0,36
Open government 0,77 0,7 0,68 0,78 0,55 1 0,77 0,74
Support for business 0,81 0,58 0,67 0,87 0,41 0,86 0,69 0,83
Average score for Government section 0,79 0,64 0,68 0,82 0,48 0,93 0,73 0,79
Creative brands 0,73 0,64 0,6 0,83 0,52 0,89 0,6 0,63
City image 0,81 0,67 0,61 0,78 0,51 0,84 0,62 0,65
Cultural offer 0,85 0,69 0,62 0,89 0,68 0,91 0,64 0,7
Average score for Brands section 0,79 0,67 0,61 0,83 0,57 0,88 0,62 0,66
Index 69,78 64,73 53,29 70,48 49,62 72,32 54,13 61,94

* The adjusted values, except for the final index values, are obtained by multiplying the initial figures for each section – given on a scale of 0 to 1 – by 100 for greater clarity. The main sections of the index are included in the final index values with individual weightings.

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