During the One Billion Followers Summit, startup managers reveal the compass for transforming the content industry into cross-border projects

DUBAI, 10 JANUARY / WAM / Directors of startup companies specializing in the content industry discussed how to transform “content” from a mere marketing tool into a strategic pillar in building successful companies that have achieved tangible economic value, stressing that the Emirate of Dubai constitutes an incubating and stimulating environment for the growth of talent and startup companies, with the supportive system it provides for creativity, innovation and entrepreneurship.

This came during a session entitled “Content Economy Talents… The Origins of Unicorn Companies,” as part of the activities of the fourth edition of the One Billion Followers Summit, the largest global summit in the content industry economy, which is organized by the UAE Government Media Office and hosted by the Emirates over a period of 3 days and concludes its work on January 11, in the Emirates Towers, the Dubai International Financial Center, and the Museum of the Future, in Dubai, under the slogan “Purposeful Content.”

Participating in the session were Ghassan Kayed, founder and creative director of Burgers & Hoodies, a creative agency based in Dubai that specializes in creating films, Tariq Sabouh, creative director at Estée Lauder, which specializes in content creation, and Juan Salazar, creative director at Havas Middle East, which has its main headquarters in Dubai and is part of a global company working in the field of media, communications and digital marketing.

Ghassan Kayed stressed that authenticity represents the cornerstone of building societies loyal to their culture, as it is a pivotal element for excellence and creativity in content creation, pointing out the importance of dynamism, diversity, flexibility and speed of response to understand the rapid transformations imposed by the requirements of growth and the expansion of emerging companies in the markets.

He explained that many successful creative companies today have been able to achieve this balance by integrating lifestyle with product, respecting cultural privacy, while constantly looking towards the future, considering that creative identity is the true currency of growth.

He added that creativity alone is not enough to achieve success, but rather it must be supported by clear strategies linking idea and implementation, which contributes to building talent, opening bridges of access to markets, and enhancing the presence of brands.

Kayed explained that establishing a successful creative agency requires continuous effort, attracting young talents, a deep understanding of clients’ desires, and thinking outside traditional frameworks, noting that his agency, which has been operating in Dubai for five years, focuses on attracting talents capable of development, innovation, and initiative.

For his part, Tariq Subbouh spoke about the importance of exploring the potential of the new digital era and giving it priority in corporate strategies, stressing that content has become a major tool for instilling innovation and marketing brands, especially in light of the wide popularity enjoyed by visual content compared to other types of content.

He pointed out that this reality forces entrepreneurs to search for investment and entrepreneurial tools capable of converting followers on digital platforms into permanent consumers.

He stressed that data and analyzes have become the compass that guides creativity and ensures its sustainability, pointing out that successful companies today rely on careful reading of data before taking any step, and work to establish an institutional culture based on creativity, passion, and supporting talent, while respecting cultural specificities and enhancing the ability to compete globally.

Juan Salazar said that technology opens wide horizons for transforming creative ideas into influential projects capable of deeply understanding customers’ desires, noting that a clear vision has become a decisive factor in this transformation.

He stressed the importance of the pivotal role of creative agencies in bridging the gap between talent and investment, creating integration between them to meet clients’ desires, understanding market movement, and using technology, which is the primary driver for raising the market value of emerging projects, and all of this will be crucial with creative work, visionary strategy, and good management.

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