Creativity is a game-changer, and more businesses in the Middle East are catching on. It used to be undervalued, seen as less important than analytical thinking.
Previously, many companies and brands would just outsource creative tasks like design to agencies. But now, with businesses bringing creativity in-house, some Middle Eastern creative agencies are worried about their future. Should they be? Or could this shift actually be a good thing for agencies?
Rise of creativity in the corporate world
Traditionally, creativity was limited to marketing campaigns and didn’t have much of a role elsewhere in a business. That’s changing. Now, creativity is being used in many areas, from employee engagement and customer satisfaction to tech solutions and budget management.
It’s shaping brand identity and boosting performance. More businesses are seeing the benefits of in-house creativity, with roles like Creative Director becoming more common. But what does this mean for creative agencies?
With businesses placing more value on creativity, there are a couple of benefits for agencies:
Greater appreciation of creativity
As businesses emphasise creativity, they’re likely to value the input from third-party agencies more. Even though creative advertising is valuable, marketing budgets are often the first to be cut during tough times, like many Saudi companies experienced in the 2023 recession.
But with a focus on creativity, this could change. Budgets might be protected, creative work could be more appreciated, and there could be greater demand for creative insights across the business.
Creativity has long been undervalued in the business world, but that’s changing. This shift could be very beneficial for creative agencies.
More in-house creative talent on the client side can enhance campaigns and support. Plus, clients’ newfound appreciation could make your job a lot easier.
Enhanced cooperation and understanding
Having creatives within a business leads to better understanding and appreciation of what’s needed for success.
This can mean better, more detailed briefs, more realistic expectations about deadlines and budgets, and someone on the client’s Board driving a creative-first strategy. This could result in more business for your agency.
Expanded services
Agencies could also expand their creative solutions to support other areas of business, both for themselves and their clients.
This includes HR, team building, customer experience, brand differentiation, and company culture. Using creativity to rethink standard procedures—like onboarding new employees or interacting with customers—can change how a business is seen and respected.
Embracing creativity in the Middle East
The Middle East is witnessing a cultural renaissance, with cities like Dubai and Riyadh hosting major art festivals, design weeks, and tech expos. These events showcase the region’s growing appreciation for creativity.
For instance, Dubai Design Week has become a global platform for designers, while Riyadh Season has transformed the city into a hub of entertainment and innovation. These developments highlight a regional trend toward valuing creativity.
Case in point: NEOM
The NEOM project in Saudi Arabia is a prime example of how creativity and innovation are being integrated into the business and cultural fabric of the region.
This $500 billion mega-city aims to be a beacon of technological and creative advancements, with a strong emphasis on sustainable living and cutting-edge design.
For creative agencies, such ambitious projects present immense opportunities to contribute and collaborate on a grand scale.
Cultural shifts and opportunities
Cultural shifts, such as the increasing influence of social media influencers and digital content creators in the region, also point to a broader acceptance and integration of creativity in everyday business practices.
Brands are now collaborating with local influencers to create more authentic and relatable content, reflecting the tastes and preferences of the Middle Eastern audience.
In the Middle East, where the blend of tradition and modernity creates a unique cultural landscape, the rise of creativity in business signals a promising future.
Creative agencies should see this as a chance to expand their influence and adapt to the evolving market, leveraging the region’s dynamic cultural shifts and ambitious projects to their advantage.
By David O’Hearns, Founder and MD at Dawn
