Fostering a creative renaissance in Qatar that delivers a long term legacy. Invest in “Buy Qatar” writes Anthony Ryman, Managing Director of grow Qatar
The knowledge economy represents a paradigm shift in our ability to guarantee the future prosperity and legacy of nations and peoples. Creating intellectual capital is the main form of wealth creation today, accounting for 7.3% of GDP in UK, for example. In essence this means that from the five ‘capitals’ – human, social, financial, economic and intellectual – it is intellectual capital that is going to provide the opportunity for success and longevity.
It’s a renewable asset.
It is people and their ideas that form the potential for countries and companies to prosper. If Qatar and Qatari companies can embrace intangible investments (Intellectual Capital) and put them at the centre of their business environment, they can leapfrog older, more entrenched economies. The enlightened leadership of Qatar has set out its vision in the QNV 2030. This enables investment in intellectual capital (creativity), education and entrepreneurialism (human capital) as central to the nation’s future.
Creative agencies, whether in advertising, events, PR or brand communications provide the energy and environment to create and foster the brand reputations of Qatari companies, creating a unique tone of voice, look and feel and brand story to communicate both globally and within Qatar.
This will create a virtuous circle, firstly in attracting global talent – if you’ve got a powerful differentiator, you’ll attract top people. This talent will create the added value to support and grow your business. Your brand and its inherent value becomes the facilitator to lower costs and increase margins.
However, there is an inherent blockage in the system.
Read full article
The growth of the economy until now has been mostly focused on the tangible world of hydrocarbons to process and distribute oil and gas. In this world, once technical competencies have been evaluated, price became the determinant factor.
In the intangible world of creativity and intellectual capital, it is hard to evaluate creativity in technical terms – this coupled with the price factor have led companies to purchase sub-standard thinking and creativity or import expensive ideas from abroad that have not necessarily resonated with the local population. There is a fundamental DNA or soul story to the country and its people that is forever changing and growing. It’s hard to quantify, but it’s very real. On one side, you have heritage and tradition fused with religion and family as the primary motivators. On the other you have youth, vitality, enormous ambition brimming with ideas, hope and dreams. It is this fusion of left and right that is the process of formation in Qatar.
We’d like to help this process along a bit by promoting a “Buy Qatar” campaign to really focus everyone’s attention on investing in this nation’s inherent creativity. Let’s take our refreshingly creative, multi-award winning Doha-born brand communications agency as an example:
If you invest in “Buy Qatar,” -ie trust us with your business- we can invest in bigger and better. Yes we’ll import people with real and measurable award-winning talent; but we’ll also invest in and train up the local creative population, hiring more designer alumni from Virginia Commonwealth University. And one day, maybe they will start their own creative businesses.
We’ll invest more in creating systems and processes that make us not only efficient and productive but also help to educate and inform our clients, thereby raising the bar, again and again. Through global thinking and creative local design we’ll be able to grow your brand and your business, increasing your market share while reducing your customer acquisition costs.
It’s a self-perpetuating cycle of constant improvement. This creates more and better creative work, faster output, because client trust is there, derived from increasing aptitude, knowledge, experience and intelligence. The knowledge economy starts thriving and manifesting in a myriad of small businesses as well, thus fostering the entrepreneurial instinct in the local population as well. A virtuous circle.
Empowering and protecting our homegrown creative potential has never been more important than now. Starting this journey by changing the rules governing the hiring of creative agencies, promoting a “Buy Qatar” quotient or weighting in the decision-making criteria and incentivising local creative agencies to hire locally will engender and foster a creative renaissance in Qatar.
Anthony Ryman is Managing Director at Grow Qatar in Doha.