Brown's budget lays out role for adland

Gordon Brown has called on the advertising world to play a bigger role in helping other British industries.

The chancellor used his budget on Wednesday to set up a review on how the skills of Britain's "world-leading creative sector" could raise the performance of other companies. It will be chaired by George Cox, the chairman of the Design Council.

Brown said the inquiry would look into how small and medium-sized companies could draw on the "untapped potential" of these industries.

His budget report said these sectors contribute 8 per cent of national wealth and employ 1.3 million people. But it added: "There is evidence that, beyond the success of the creative industries, businesses in other sectors of the economy do not recognise the potential to raise performance and productivity by investing in creativity and incorporating innovative design ideas."

- Comment, page 40.