A former ad-man says if Auckland's going to improve its creative industries, it needs to look at adopting the model used within the industry.

Thinktank the Committee for Auckland yesterday released its report on what the city needs to do to build its creative sector.

James Hurman, principal of innovation consultancy Previously Unavailable, says the council needs to look at operating as a creative meritocracy on the issue - the same way ad and marketing agencies operate.