Pursuing the development of the creative and digital economy to diversify and complement the service sector

 

As the world moves towards a knowledge-based economy, where wealth creation is no longer based on the capital investment, but rather on the brainpower and ability to create, Intellectual property(IP) has become an integral part of world business and major source for wealth creation and economic growth.

One of the intellectual property protection forms is the patent system, which has got two functions. One is the “monopoly” function, which encourages creativity and innovations and other is the “information function”, which adds knowledge and contributes to the promotion of further creativity and innovation.

Intellectual property(IP) has received more recognition in today’s knowledge led economy. The importance of it cannot be overemphasized. The unfortunate side is that developing countries particularly Zanzibar, has not yet made effective use of the IP for their socio-economic development.

The creative industries cover a range of tertiary sectors including advertising, arts and crafts, design, entertainment, architecture, books, media and software.

There is potential to harness innovation in Zanzibar, particularly among its youth population, as this resource is not finite. Currently, there are annual national-level cultural festivals targeting separate areas of the creative industries, including the Zanzibar International Film Festival, Sauti za Busara and Utamaduni wa Mzanzibari. Moving forward, special attention must be given to the development of the creative industries to enable Zanzibar further diversify and modernize its economy, produce intangible cultural exports as a commodity as well as diversifying the service sector beyond tourism. This will not only create jobs and generate an additional source of income, but it will also contribute to poverty reduction, especially among the youth.

Zanzibar also stands to benefit from the digital economy as digitalization picks up pace globally, both as an economic industry by its own merit as well as an enabler for the prosperity of other sectors. A critical tool in the digital economy framework is the widespread use of information communication technology(ICT).

To date, Zanzibar has recognized the importance of ICT to the economy by investing in communication infrastructure (National Fibre Backbone) and administrative arrangements.

In line with this, the private sector has also invested in both infrastructure and services. Further ICT investment could empower future entrepreneurs to innovate and be discovered, particularly given its lower capital requirements than for labor – intensive business. Investment in ICT training, education and R&D can catalyze the growth of high-tech services and industry as well as as establishing onshore and offshore ICT businesses.

Meanwhile, recent technological advancements in artificial intelligence and robotics, big data and blockchain technologies pose an opportunity for Zanzibar both as consumer and a developer.

ASPIRATIONS

• Strong and world-class segments of the creative industries, with high and adequate protected domestic production for both local and international audiences;
• High synergy between the creative industries and tourism supported by investment and training in complementary activities, such as handicraft, music and other activities;
• Commercialized technology-focused innovation in line with development in ICT and emerging technologies for use in government, business and trade, including the development of e-commerce for domestic, regional and international markets;
• Solid support and training for human capital development in ICT, including entrepreneurship at vocational institutes and universities; and
• A school curriculum incorporating ICT and other relevant developments in science, technology and innovation(STI) at all levels, with opportunities for students to learn coding from early levels.

Nowadays it is believed that superiority of a nation is not a function of its raw materials wealth but technology(scientific knowledge used in practical ways in industry or business) wealth. Technology is therefore an intellectual property(IP).

Intellectual Property shall be deemed to refer to the product or outcome of intellectual endeavor, the creative ideas and expressions of the human mind that have commercial value, whether or not formal protection is sought although ordinarily they receive the legal protection of a property right.

The major legal mechanisms for protecting intellectual property rights are copyrights and industrial property right(patents, trade and service marks, industrial designs, trade secrets).Intellectual property rights enable owners to select who may access and use their property and to protect it from unauthorized use.

Written creative brief specifies the basic elements of the creative strategy. Different may call this document a creative platform or work plan, creative blueprint, or creative contract. The account representative or manager assigned to the account usually prepares the creative brief. In larger agencies, an individual from research or the strategic account planning department may write it. People from the agency team or group assigned to the account, including creative personnel as well as representatives from media and research, have input. The advertising manager and/or the marketing and brand managers from the client-side ultimately approve the creative brief.

Creative Brief Outline

1. Basic problem or issue the advertising must address.
2. Advertising and communications objectives.
3. Target audience.
4. Major selling ideas or key benefits to communicate.
5. Creative strategy statement (campaign theme, appeal, and execution technique to be used).
6. Supporting information and requirements.