Creativity is both the talk of the moment and the language of the times.
When it comes to the world’s most valuable companies such as Apple, Microsoft and Amazon,[i] we don’t think of them as dreamers dreaming but creatives creating – and for good reason, since these companies are all game-changing groundbreakers.
The same can be said of the fourth largest company in the world — Aramco — which is based in the G20’s fastest growing economy, Saudi Arabia.[ii]
Yet, while overall Saudi growth in 2022 was 8.7%, the GDP of its creative and cultural industries (CCI) expanded at a rate of over 13%.[iii]
How is Saudi Arabia achieving this?
This simple answer is investment in innovation. To celebrate its
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