The recent research project ‘Zagreb as a cultural product’ had the aim of detecting those cultural/creative industries which had the greatest potential in profit making as well as those with the potential of creating the city's contemporary identity which could eventually have great effects on tourism development. Although the majority of Croatian cultural/creative industries are concentrated in Zagreb, the effects of their creative work is not used as a vehicle for identification and wider recognition of the city’s character. The results of our research show that in the context of both branding as well as profit making, the most relevant cultural/creative industries or those with the greatest development potential are music, film, architecture, theatre, design and dance. Some of them (especially architecture and design) have been internationally recognized with prestigious awards but they lack real industrial production. Again, what happened with the creativity in making and presenting the creative side of creative work?