October 31, 2010
with arauser
This post has 18 Comments, add yours! Tagged under: Marketing Observations
In the last few years, the process of unleashing creativity has become essential for many companies and individuals to survive in business. After all, creativity these days is a requirement rather than a benefit.
Whatever your goals or objectives are, you must try to achieve them in a creative way to break the mold, to be different, or to turn things around. In a digitized world, creativity is essential and that’s why we at Prototype wrapped our business in creativity right from the start.
For over 5 years now, I hear the complaints about regional creative standards, missing talent and the lot. But in reality it’s time to pull up our socks and make a change.
Promising enough?
Fortunately, in the last 12 months there was a flood of regional entrepreneurs entering the market with start-ups that either tried to do something new, something better, or something localized in a way that actually works. It is very promising. Many of these start-ups realize that it’s not about re-inventing the wheel and definitely no longer about the world’s first-biggest-fastest. They know that it is actually about being creative in implementing things that are relevant to us.
This change in mindset shows there are many creative people around us and that there will be more to come.
Do you see the improvement in creativity in the Middle East?
Very interesting article Mr. Alexander.
Quite a interesting article...
There has been a lot of creativity in past few months in the Middle East... Starting from the ad campaigns to product launches the region has set a benchmark.
i think the region is starting to embrace the digital realm, and i can imagine adoption rate will really take off within another year. if social media has taught us anything, at the very least it means being where the people are, whichever screen that is, but also that we must deliver honest products and services first and allow things like WOM and organic market growth to do the rest. this forum alone is proof that people have been thirsty for something otherwise absent regionally that was being only partially and remotely fulfilled on other sites and forums internationally.
As for creativity... I think there needs to be more encouragement of creativity at the ground level. As a Visual Communication prof at AUD, I am constantly asked to justify the degree by pointing to currency streams within the real world. There is little value given to creativity as a reward in itself, and, heaven forbid, a career path. That is changing as Abu Dhabi, Dubai and Sharjah now host biennials, art fairs and galleries, are home to many international and locally sprung design and advertising firms, and are keen on branding themselves as arts friendly and progressive communities. As long as it doesn't end at the brand-centric model and proceeds to pervade the mentalities of old and young alike with the notion that creativity informs, empowers and advances a society, then we may be on the right track.
Interesting perspective, though I must daresay that I completely disagree with you. Creativity in the region is at a standstill. No one is attempting to think differently because it's not safe. Innovation is frowned upon.
It is a terrible time to be a creative person in the Middle EAst.
raymond, do you think that the fact that the rich gulf states are now sponsoring international art and design fairs and basically "buying the idea of creativity" means that we are on the right track? i disagree
@hani_slaman @lana_nabulsi
hani and lana, I think you misread my response. I noted that "There is little value given to creativity as a reward in itself, and, heaven forbid, a career path." I guess instead of saying "... then we may be in the right track." I should have stated, "... then we WILL be on the right track." meaning that as long as we are stuck in the idea that creativity is only for branding, there will be no encouragement of creativity as it informs, empowers and advances a society. I don't think that creativity is at a standstill. Just because is not being encouraged doesn't mean it isn't happening. And yes, buying creativity is just a substitute for fostering creativity. But think about this... if museums, galleries, ad and design agencies did not exist here, then what are we surrounded with? Glass, steel, sand and shopping alone? One has to start somewhere. Also, i pointed to this community... why are we not forging our own communities rather than waiting for it to be officially sanctioned?
I agree and it comes back to localization and making content relevant to the region. If you import art or creativity it is not necessarily a bad thing as long as it is relevant. One idea leads to another, one piece of art inspires the artist, but if there is no inspiration there will be no progress. Take Facebook as example, when it launched it was not a new concept in terms of features, but relevant to a specific audience and tailored to their needs. This is exactly what we see happening more and more in the region (like this site itself), existing concepts turned into something that is relevant to us. Some of them will work and some of them fail, but the most important there are finally people that are inspired enough to transform ideas into something that is made for us.
If there is any creativity in the ME, it almost certainly not by Middle Easterners. That is not to say people from the ME are not capable of being creative, quite the opposite. But the problem is we do not embrace creativity unless it is "imported", it has to be dictated upon us to be accepted.
Most of the people heading the "creative" department or the person they ultimately answer to, are stuck on outdated mode. They worry that if they veer from the norm or "think outside the box" they will alienate the consumer/client. Which is why marketing campaigns generally are uninspired and fail to capture the attention or intrigue of the intended audience.
that's just not the case, makram. it can't be, because i imagine you consider yourself and exception and i have met many exceptions in the ME. As for creatives being stuck inside the box, that is unfortunately a global problem, and an increasing trend as most people become more conservative in lean times. I say either wait it out or form your own communities of like-minded people. You can't change anything by standing around and moaning about it. Shout from the hilltops (or the sand dunes) with those who share your sentiments about forward thinking and you just might break some eggs but you'll end up with an omelette.
and for the record, i am not a motivational speaker... i just like to call things as they are... nothing changes when people are afraid to lead. don't wait for leaders to lead... they have their own agendas.
@raymondprucher Perhaps I could have phrased my thoughts better, what I meant to say is we are ultimately bound to answer to someone that has no yet embraced creativity if you're working in the ME. There are plenty of creative people and I have been privileged to work with some but as I said, if the person you report to has not embraced creativity or is not willing to think outside the box then the status quo will prevail. I do voice my concerns and opinions quite openly but alas I have come to find it is not a "desirable" quality more often than not. Not that it ever stopped me ;)
But let's say you own a retail franchise, in most cases, you will receive the images/slogans and/or instructions on how to conduct your marketing and they will go with them and admire the creativity in them. Hence the statement "only if it is dictated upon us".
fair enough, but realise that this is not insular to the region. I was in marketing in the US over the last three years copywriting and designing... and honestly the client (my boss) in the latter part of that was an exec sales person. he thought he was the genius of the universe. he allowed us to be creative insofar as it reflected his own desires and in the end, when the phones didn't immediately ring, he discounted us. Whose phones immediately ring when an ad hits the streets? Whose?! I have never picked up a phone because I saw an ad... it is the mountain, inevitably, measured in teaspoons (to bastardize Eliot) that draws the customer... he constant message. only brain stems make snap judgements based on ONE ad. But alas... I reiterate... find like-minded people and start your own thing... else you'll be climbing a very lonely mountain alone.
Exactly Raymond, I am a like-minded person. I am reading these comments and can't help the fact that i feel distraught and compelled at the same time. But because the fact that I am half Arabic and half American and seeking employment in Dubai as of right now, I need people that are going to stick together with me. I am a recent graduate of the Art Institute of Atlanta, i am 27, and I have been working for a while! We can make a big change and push positivity in our mainstream collective. The key is POSITIVITY. This is about creativity and insight. If we are able to touch on some very key issues, who is going to refuse our unique selling propositions? That is our goal. Give me a shout out: me@teddyalshaer.com or teddyalshaer@gmail.com
It's heartwarming to see the positive comments about the state of creativity in ME by Raymond and others and also by Alexander in the article.
Clearly Riyadh is not yet on a par with Tokyo and Dubai is not exactly neck & neck with New York. However, it is also clear that there is a new generation of business leaders in the region who are open minded, willing to try out novel concepts, and who take pride in bringing in change.
Cheers to all :)
PS: Alexander and Raymond, btw, if you ever happen to be in Amman, we would love for you to visit our Bayt.com office and share with our team (mostly Tech) your views on design and creativity.
-Omar Tahboub, Bayt.com
It's interesting to see how everybody analyzes creativity in the region. In a very short time I have come to realize the potential of people in the Middle East. But like I said potential. Still it's unraveling very quickly. Mark my words :)
And Omar, that sounds like a great idea!
Omar, I would love to meet with your team in Amman. I don't have occasion to pass through very often, but should I be in the neighborhood, I'll ring you up.
I have been teaching now in the region (on and off) for 5 years, so I've definitely had some eye-opening experiences. You can read some of my essays online: http://design-altruism-project.org/?p=83 and http://thisweekinpalestine.com/details.php?id=1933&ed=132&edid=132
Wow, I love those essays Raymond!
Thanks, Roba. They were written from the heart with the best of intentions for the students of the region. I've got my fingers crossed for these kids.