The founders of creative agency Fort, Shukri Toefy and Amr Singh, perch on their mahogany conference table and piece together a wooden jigsaw puzzle in the shape of Africa. "We like to call ourselves Africa's experts," said Toefy, holding a piece of Ethiopia in his hand. The advertising and production company, which has hubs in Kenya and Nigeria and has done business in 17 African countries through partnerships, is all about building Africa's creative economy. Toefy, CEO of the company which launched in 2006, said that in South Africa the creative economy was often misunderstood because people saw the softer aspects of it, and not the job-generating potential. "But that needs to be corrected," he said. "The world is increasingly technologically driven, which helps us to craft, create and make and tell stories about what we do and where we are." A 2014 study by the Department of Arts and Culture reported that cultural and creative industries accounted for 3.6% of jobs in South Africa...
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