The importance to the economy of knowledge exchange between universities and industry has long been recognized, and in the UK a number of initiatives are in place to support such activities. These initiatives have helped to stimulate engagement between universities and the creative industries, a sector of increasing importance to the UK economy. However, in contrast to other sectors, such as science and engineering, little has been published about the ways universities and the creative economy interact. In this paper a study designed to determine the characteristics of the modes of engagement which best support knowledge exchange between GCU and partners in the creative industries is described. A qualitative case study approach is employed, in which data are gathered through in-depth interviews with key stakeholders. The literature suggests that the culture of an institution, based on mission and history, and the communication networks which are in place to support engagement are likely to be important factors. The issues identified in the literature are explored in this study and interview responses are used to determine the practices that support and encourage successful engagement.