The creative industries are crucial to UK social and cultural life and one of the largest and fastest-growing sectors of the economy. Games and media are key pillars for growth in the creative industries, with UK turnovers of £3.5bn and £12.9bn respectively. Research in digital creativity has started to be well supported by governmental funds. To achieve full impact from these investments, translational and audience-facing research activities are needed to turn ideas into commercial practice and societal good. We propose a "Digital Creativity" Hub for such next-step research, which will produce impact from a huge amount of research activity in direct collaboration with a large group of highly engaged stakeholders, delivering impact in the Digital Economy challenge areas of Sustainable Society, Communities and Culture and New Economic Models. York is the perfect location for the DC Hub, with a fast-growing Digital Creativity industry (which grew 18.4% from 2011 to 2012), and 4800 creative digital companies within a 40-mile radius of the city. The DC Hub will be housed in the Ron Cooke Hub, alongside the IGGI centre for doctoral training, world-class researchers, and numerous small hi-tech companies. The DC Hub brings: - A wealth of research outcomes from Digital Economy projects funded by £90m of grants, £40m of which was managed directly by the investigators named in the proposal. The majority of these projects are interdisciplinary collaborations which involved co-creation of research questions and approaches with creative industry partners, and all of them produced results which are ripe for translational impact. - Substantial cash and in-kind support amounting to pledges of £9m from 80 partner organisations. These include key organisations in the Digital Economy, such as the KTN, Creative England and the BBC, major companies such as BT, Sony and IBM, and a large number of SMEs working in games and interactive media. The host Universities have also pledged £3.3m in matched funding, with the University of York agreeing to hire four "transitional" research fellows on permanent contracts from the outset leading to academic positions as a Professor, a Reader and two Lecturers. - Strong overlap with current projects run by the investigators which have complementary goals. These include the NEMOG project to study new economic models and opportunities for games, the Intelligent Games and Game Intelligence (IGGI) centre for doctoral training, with 55+ PhDs, and the Falmouth ERA Chair project, which will contribute an extra 5 five-year research fellowships to the DC Hub, leveraging £2m of EC funding for translational research in digital games technologies. - A diverse and highly active base of 16 investigators and 4 named PDRAs across four universities, who have much experience of working together on funded research projects delivering high-impact results. The links between these investigators are many and varied, and interdisciplinarity is ensured by a group of investigators working across Computer Science, Theatre Film and TV, Electronics, Art, Audio Production, Sociology, Education, Psychology, and Business. - Huge potential for step-change impact in the creative industries, with particular emphasis on video game technologies, interactive media, and the convergence of games and media for science and society. Projects in these areas will be supported by and feed into basic research in underpinning themes of data analytics, business models, human-computer interaction and social science. The projects will range over impact themes comprising impact projects which will be specified throughout the life of the Hub in close collaboration with our industry partners, who will help shape the research, thus increasing the potential for major impact. - A management team, with substantial experience of working together on large projects for research and impact in collaboration with the digital creative industries.

In a circular economy, clean growth is achieved by increasing the value derived from existing and planned economic infrastructure, products and materials which in turn significantly reduces or eliminates negative externalities. Increased value can be achieved by maintaining the integrity of a product or material at a higher level, using products longer, cascading their use in adjacent value chains and designing pure, high quality feedstocks (avoiding contamination and toxicity). A circular economy approach to plastics addresses simultaneously the accumulation, impact and costs in the environment whilst maintaining applications for multiple high value purposes. To translate potential to reality requires new circular plastics systems that a) co-ordinate and integrate key system players and activities across the value chain b) are underpinned by rigorous scientific research evidence; c) promote novel and creative approaches to the circulation and cascading of plastics in society and; d) demonstrate and proof points in support of decision-making and action at varying s Ths proposal will connect excellent institutional research activities within a single highly visible Multidisciplinary Plastics Research Hub - "ExeMPlaR" led by the University of Exeter to provide the first stage in a comprehensive, systematic and coordinated approach to the formation of a novel and creative circular economies, using regional demonstrators in the SW of England to test a number of key building blocks. This will be based on system-oriented innovation and high quality inter-disciplinary and collaborative scientific research within a proven, cohesive circular economy framework to address both the cause(s) of the problems and efforts to solve them rather than just treating the symptoms. This research effort involves the demonstration of the technical feasibility and superior economic, material, health, environmental and social value of a circular economy system re-design against a current linear base case. Expert-led, technical solutions by themselves however are unlikely to be effective and require in addition a theory of change that connects human behaviours, social systems and structures with circular economy principles. ExeMPLaR will bring together business, policy, community, environmental, and media representatives with a shared 'narrative' (in this case , a new Circular Plastics Economy) values and ideas, to jointly identify and work on a complex set of activities and pilot projects, that together form an effective innovation ecosystem (WP1). EXeMPLaR will undertake a novel and creative approach to impact by applying the principles of networks of transformative change into a circular economy project. ExeMPLaR therefore focusses on the current plastic system and address the potential to create higher value from existing plastic flows, create new opportunities for regional design and closed loop manufacturing and community initiatives, reduce negative externalities and create networks for transformational change to co-design and support systems innovations required at regional scale. To achieve this vision many challenges have to be overcome. To start the process of creating effective regional plastics economies, ExeMPLaR will synthesise an authoritative evidence base to inform regional actions, interventions and evaluation. This will build on a wide range of world leading plastics research at Exeter. We will translate these findings into the first stage of an evaluation tool and apply these to three front runner regional interventions, and additional smaller projects co-designed and prioritized by our network, to test opportunities for re-using, replacing or eliminating certain categories of fossil fuel derived plastic. After testing the impacts, outcomes and value creation potential we will address the potential challenges and enablers to replication and scaling these interventions at regional and national scale.