“The creative industries, which have become a key component of government policies over the past decade and whose importance continues to grow with their contributions to national economies, generate $2.25 trillion in revenue globally. We discussed the details of this industry—which begins with curiosity and imagination and drives the economy through the value it creates—with Ata Kavame, Chairman of the TOBB Turkey Creative Industries Council. “A creative idea begins with imagination, takes shape through knowledge, and becomes reality with pen and paper,” said Kavame, emphasizing that Turkey possesses significant potential in this field and that this potential must be developed. Kavame also noted that the stationery sector is the most important component of the creative industries, adding, “Dreams breathe life in stationery stores!” Could you briefly introduce yourself? I was born on November 10, 1980, in Istanbul. I graduated from Marmara College for high school. Afterward, I studied Political Science and International Relations at Bahçeşehir University. I can say I received my high school and university education in a way that would be described as “successful” by today’s standards. I wasn’t academically outstanding, but I continued my education by taking on active roles in clubs and social activities within my areas of interest. My professional life began a bit early; in 1994, I worked as a usher at the jazz music and film festivals and the biennial organized by the Istanbul Culture and Arts Foundation. Of course, it’s not possible for a high school student to attend all these festivals with tickets. But it was there that I first became closely acquainted with many different forms of art at a young age. Those steps I took out of enjoyment and curiosity, and the “knowledge” I gained, have shaped my life today. Every creative idea actually stems from a need. My interest and curiosity in festivals not only earned me money but also left me with the lasting joy of attending festivals to my heart’s content. Of course, it’s not just about making money and attending festivals. Until 2008, I took on various roles at major festivals and events in Turkey. In 2008, we founded our first company, TatuCs—a firm specializing in experience design. If a brand’s face is advertising, its voice is public relations, and the hands that touch people are events. That’s how we began our professional journey—by making a connection. Now, we have entirely new ways of expressing ourselves. We don’t just touch and speak; we leave memories, share our excitement, and build dreams together. We don’t just tackle the obstacles that come our way; we create ideas that add vision and propel us into the future.”
What is the most important source for your work?
Be curious! I’ve been a curious person my whole life. I tell everyone I talk to the same thing: BE CURIOUS! A curious person learns, a curious person uses their creative intelligence, a curious person finds a way, finds solutions, and becomes an entrepreneur.
What is the creative industry?
Although “Creative Industries” encompasses many fields worldwide, the term essentially refers to professional groups that derive the majority of their income from creative intelligence or imagination. In Turkey, the creative industries umbrella includes creative professions such as fashion design, performing arts, music, theater, film, sculpture, visual arts, science, literature, graphic design, digital games, creative events, photography, architecture, and advertising. At this stage, sector councils have begun to be established under the initiative of the Union of Chambers and Commodity Exchanges of Turkey (TOBB) and under the leadership of our President, Mr. Rifat Hisarcıklıoğlu. The TOBB Turkey Creative Industries Council is a council established pursuant to Article 57 of Law No. 5174 to enhance competition—and thereby quality—within the sector. It is also the highest-level body authorized to represent the sector it serves before the public. In terms of representation, it is the most inclusive platform. The councils include representatives from the leading companies in the sectors, civil society organizations, and relevant public institutions. Our council, currently in its second term, has 40 members, including the Ministry of Culture and Tourism, and its elections are held at regular intervals.
Are all ideas that begin with a dream and are expressed through writing, sound, or lines considered creative material? Or should they be?
If I have to give a clear answer, I would say yes. A creative idea, by its very nature, is an organic structure that uses various tools and whose emergence—where and how—cannot be predicted. To make visible what no one else can see in your mind, what you need to do is translate it into words, sound, or lines. That’s when the imagination instantly transforms into a project. All the figures we’ve heard of in history didn’t just make their mark through their dreams—they did so by turning those dreams into reality. That’s why having dreams isn’t enough. You also need the knowledge and skills to make them happen. Knowledge is the most valuable tool for interpreting life. Here, another factor deeply influences the course of your life: your creative intelligence. If someone asked, “Is there a rule for success in life?” I’d say these two tools are enough. First, acquire as much knowledge as possible; then decide how to use that knowledge. To make that decision, use your creative intelligence. But first, imagine. Every success begins with a dream… What Turkey needs is to cultivate more creative minds. We must support this in every field and offer them a completely new vision.
Does the concept of the creative industry refer only to a specific sector or industry?
We visit many international trade shows. There’s a place called Silicon Valley in Guangzhou, China. I went there with a friend. There are very large printing plants there. We scheduled a visit to one of them. They gave us a tour of the facility. Eighty graphic designers were working there at the same time. They do business with every country in the world. We have an Erof cover-making machine. Even though there were four cover-making machines at the place I mentioned, they couldn’t produce as much work as our machine. They also had 20 printing presses in operation. A Müller Martini printing press produces 4,800 prints per hour. These 20 presses can print a maximum of 5,000 copies per day. So, the single press I mentioned is worth all of them combined. Similarly, the 7–8 printing presses at this factory in Guanzo can’t match the output of a single Japanese or German printing press. I didn’t see any box-making machines here either; they do box production by hand. However, as I mentioned, they produce for markets all over the world. They also showed us their paper warehouses. I’m not sure if it’s a paper warehouse or a factory’s stock center. I’m talking about such a massive area. They’ve stacked the pallets five high; it’s a huge hangar filled with paper.
What advice would you give to companies that have been operating in the industry for many years and want to take their brands to the next level?
Look, according to a study conducted by the United Nations, the creative sectors are currently far ahead of all other sectors in the ranking of high-value-added professions. The investment in the creative sectors is in the mind—young, brilliant minds. In this sense, Turkey possesses the world’s most productive resource: its youth. Its sparkling minds. We must bring this potential to the fore even more. We must organize special tutoring programs and screening sessions for creative minds. Incentives in this area must increase. We’ve reached the age of 100. Those who are 100 years old today were the founding youth of our country. In this century, it’s now the turn of today’s youth to carry us forward in the world—to carry this banner further than the youth of the last century. Our goal must be to surpass the generation before us. Nations and societies develop only in this way. You can demonstrate this vision and creativity through art, as well as through architecture, advertising, fashion design, industry, and technology. A pen and a notebook in your hand can be the first traces of your dreams coming to life. It is up to us to focus this intelligence, to educate it—in other words, to develop these skills. For this reason, creative ideas are present in every aspect of business life. Successful brands, companies, governments, and even armies owe their success to these creative ideas. However, professionals in the creative industries are selling nothing but their ideas. Imagine a pen design. The more beautifully it’s designed, the higher the sales. A creative idea was conceived for this pen. The object being sold here is the pen. The main business is selling pens. The creative industry, however, is the design firm, advertising agency, or designer that provided the idea for this pen. Their primary source of income is the creative idea. This is why there is a need to define the creative industries. You can use a creative idea as a tool in every aspect of your life, even at home. But if this tool constitutes your primary source of income, then I believe you are part of the creative industries. Every country, every society, and every person can only transcend their limits through the proper use of creative intelligence. Every person possesses creative intelligence. It is our innate survival instinct.
What role does the stationery sector play within the creative industries?
Many branches of the creative industries are closely intertwined with the stationery sector. From fashion to architecture, it forms the cornerstone of many fields of art. Just as in the broader creative landscape, the stationery sector is also undergoing change. It is adapting to the times. However, as with many other sectors, the pandemic has been particularly challenging for the stationery sector. Creativity begins with imagination, takes shape through knowledge, and becomes reality with pen and paper.
How do you feel about the concept of “fashion” being used exclusively for the textile and ready-to-wear industry? For example, is there such a thing as “stationery fashion”?
This is an established term. The ready-to-wear and textile industry was among the first to adopt it. However, when discussing the concept, we don’t say “fashion” in our Assembly; we say “fashion design.” Because, just as you mentioned, the concept of fashion refers to “the general trend, the general preference.” When we approach the concept in this way, every industrial sector can have its own fashion. Any production that incorporates aesthetic concerns can create fashion.
What are the connections between creative work, the fashion economy, and development?
We already know that the most important factor influencing people’s purchasing decisions is the influence of fashion. The most important element driving this fashion influence, in turn, is creative ideas and design. In other words, if you have a good idea and a creative design, there’s a much stronger chance it will become a trend. If you can achieve this on a global scale, its economic value becomes unparalleled. For this reason, companies should invest in the development of creative intelligence. To stand out and create a trend, you need a creative, unconventional idea. Unlike investments in industrial technology, the investment in the creative sector is in creative intelligence—that is, the mind. The cost of acquiring knowledge and then refining that knowledge is virtually negligible. When you achieve this, a country develops and the economy grows.
In that case, the concept of design economics also becomes important here. In your opinion, what role does the stationery sector play in this economy?
We’ve talked about how design and the idea behind it are important. However, there’s one crucial point we shouldn’t overlook. Take a look at the stationery industry—you see this all the time. It’s a replica of a famous brand’s design. When you look at the original, it’s not a particularly complex design. Producing an exact copy is also very easy. But what adds value is the brand name on it. The designer’s name and the brand name selling the product are among the most effective factors in your sales power. You can see this even more clearly in the textile and ready-to-wear sectors. When you put a more famous brand’s logo on the same product, the price increases tenfold. The key point I want to emphasize here is branding. If your idea is good and your design is sufficient, that’s when you should start working on building a brand. Having just a good idea and design may not be enough for success. I don’t believe the Turkish stationery sector is lacking in terms of ideas or design. In my opinion, just like in many other sectors, our real weakness lies in not giving the branding process the importance it deserves.
Finally, we’d like to ask about your stationery habits. Do you enjoy browsing stationery stores?
I’m sorry to hear that. Anyone who doesn’t enjoy browsing stationery stores isn’t one of us 🙂 Stationery stores are places where people of all ages feel like kids again, where their eyes light up. When you walk in, you always end up buying more than you originally planned. As you browse, new ideas pop into your head. You take one step closer to your dreams. You get excited about using those notebooks and pens. A world of vibrant colors. Your imagination truly comes alive there.
What was the last stationery item you bought?
Lately, I’ve been drawn to paper bag designs. I had previously bought a tear-resistant paper wallet for myself from abroad. I was attracted to it because it was both a recyclable product and a uniquely designed item. Then, I came across a similar product online from the CHUMAC brand in Turkey. First, I bought a tear-resistant pencil case with an animal print for my 10-year-old daughter. She loved it so much that my husband and I got jealous and ended up buying a tear-resistant paper laptop bag and a glasses case for ourselves.
Technology has changed many of our habits… Do you use a planner?
We use digital planners, but I have to admit that every year I buy a planner and hardly ever use it. It’s a habit for us. You could call it a collection. I used to enjoy using them when we had in-person meetings. But as I said, for us, a planner is like a wristwatch—an accessory. You don’t use a wristwatch just to tell time; it’s an accessory you carry with you. An accessory that makes you feel complete. It’s a gift we never fail to give to all our clients every year.
A. Ata KAVAME, Chairman of the TOBB Turkey Creative Industries Council