All around the world, “the creative” is being talked about as an important and emergent part of the global economy. The creative sector is seen as an increasingly important generator of jobs, wealth and cultural engagement.

“To enable creative industries to add growth and development, several elements need to be in place. Creative industries can realise their aims and objectives more readily where the proper infrastructure is in place and where society understands the significance of artistic work and the recognition of its value.

“One of the primary elements needed to achieve this is intellectual property rights,” says Mariëtte du Plessis, senior partner at Adams & Adams - South Africa’s largest IP law firm, and the driving force behind a campaign to create awareness as to the importance of intellectual property protection.
To achieve this objective, the firm has embarked on a series of partnerships with some of South Africa’s leading creative platforms. 

“Our three year-long association with the Loeries has been part of our direct support of the brand communication industry.   In fact we believe in this so passionately that we have committed to another three years.

“Our involvement as the exclusive attorneys to the Loeries is aimed at protecting the internationally acclaimed awards platform, the custodian of Africa’s award-winning creative works.”

Du Plessis says the firm’s investment in the Adams & Adams Students' Portfolio Day has a unique vision for the Loeries – and that is to equip students who are entering the job market for the first time, with the information they need to deal with the challenges they face when needing to safeguard their work in the future.  It also provides them with an opportunity to present their work and network with the major creative players in the industry.

“Our sponsorship of the Adams & Adams Young Creatives Award, which recognises young creatives who are embarking on their careers, aims to provide the support they will need to ensure the integrity of their work as they progress in the industry.”   

Du Plessis says another of the firm’s commitments to the creative industry is its extensive involvement with the multi-faceted Design Indaba.  “Design Indaba’s reach is vast and diverse, and includes large corporates, SMMEs and individuals working in the creative arena.  This presents us with a different set of challenges in terms of creative protection." 

“In addition to providing all legal services to Design Indaba, the firm has been instrumental in the roll-out of a of workshop to SMMEs at the Design Indaba Expo, where participants are provided with business know how on how to protect their creative products in the market place."

“We also had a team of lawyers on stand by at our exhibition stand for the duration of the Expo, who provided consultation to new and emerging businesses and individuals on their various IP needs.”

Adams & Adams’ sponsorship of the Design Indaba Expo Innovation Award is another first.  “Here we recognise innovators across a broad spectrum of industry.  We award the winner with a R50 000 boost to their business, and provide them with legal advice on how best to protect their innovation,” remarks du Plessis.

“South Africa has a hugely vibrant creative economy which is growing exponentially.  We see it as vitally important that the creators who are the driving force behind this are made aware of their intellectual property rights.   To this end, we will continue to engage with creative endeavours which support and encourage the development of all aspects of the industry.”

Adams & Adams’ involvement with the arts was recently recognised when it was named the winner in the Business Day BASA Awards “Sponsorship In-Kind Category” for its partnership with Design Indaba.