The Brain Power international forum held yesterday (31st May, 2011) at Dubai Knowledge Village Conference Centre, attended by more than 200 business professionals, sent a clear message that it is time for the GCC creative industry to stand on its own feet and move away from the shadow of the multinational agencies.
The forum organized by London Business Forum hailed Dubai’s position as an ideal environment for the creative business in the region. Dubai has nurtured local capabilities and “permitted” them to become creative, according to Guy Browning, Renowned Guardian Columnist and presenter of the forum.
Browning said that Middle East businesses should give up the “sense of inferiority” and start depending on themselves to drive the creative side. He estimated that this could save half the creative costs with double the impact for campaigns.
Browning added: “The creative industry in the UAE, including the advertising sector, is on par with the international industry. In the past they needed international direction but not any longer so today.”
He added: “Dubai has succeeded in positioning itself as a brand and organizations operating from this evolving Emirate have imbibed a culture of creativity. Arab businesses are becoming creative because creativity output depends on creativity inputs and the inputs are valuable enough to have a good output. Being from this market is an added advantage. Arab businesses have to start believing in their own capabilities instead of paying a high price for employing experts from other parts of the world.
Hany Mwafy, CEO, London Business Forum Middle East (LBFME), organisers of forum, said that the event attracted chief executive officers, vice presidents, directors and business professionals from both agency and client sides. Most notable attendees were the middle managers who are the backbone of the professional industry in the UAE.”
Mwafy announced that the third international forum would be on the 14th of June, 2011, at Dubai Knowledge Village Conference Centre, presented by Larry Hochman.
Mwafy added: “This forum should be on the diary of everyone, from the customer focused professionals to CEOs to front office officers. Larry’s wisdom will transform the perception of the attendees and add a totally new dimension to it, most importantly on how to disseminate the culture across the organisation making it a living value by turning customers into raving fans.”
Mwafy added: “Guy Browning who has counselled and entertained Guardian readers in his column, ‘Office Politics’, and whose highly humorous books include Double Your Salary, Bonk Your Boss, Go Home Early and the intriguingly entitled Never Hit a Jellyfish with a Spade, has provided insights into international best practices in innovation in business. He threw light on latest creative techniques for business people.”
According to Browning, great ideas come from being both innovative and creative thinking. Innovation is integral to business success but many businesses fail to use them effectively, he said.