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rendez-vous médical en ligne, en quatre langues… Tout cela crée de tégie proactive. « Singapour a par exemple lancé en ligne des outils
l’attractivité ! » liste Frédéric Genta, qui rappelle que chaque euro de simples et précis pour recruter des investisseurs. Tout est facilité et
l’Etat investi dans le Fonds Bleu en a rapporté 8 et créé 300 emplois. tout est prévu pour se préinscrire dans tous les domaines avant de
« Monaco, comme Singapour et Dubaï, a un modèle basé sur cette s’installer dans le pays. » La Principauté s’inspirera certainement de
capacité à attirer les talents de l’extérieur dans un monde qui change. ses concurrents dans les mois à venir. Et devrait également s’appuyer
Il n’y a jamais eu de meilleure période dans l’histoire pour être un sur une nouvelle campagne de communication. Après le message
petit Etat. Dans le monde dans lequel nous vivons, il faut à la fois « Monaco, un rôle à part dans le monde » diffusé dans les années
une vision et de l’agilité, une stratégie et de l’adaptabilité », souligne 2010-2011 (la campagne avait coûté 7 millions d’euros), une étude
le haut fonctionnaire, confiant. de l’agence M&C Saatchi sur le positionnement de la marque pays
Mais la Principauté doit aller plus loin et « agir vite » compte tenu de devrait accompagner la stratégie monégasque d’attractivité ciblant
la compétition internationale. Certains Etats ont en effet une stra- les touristes, les investisseurs.

Frédéric Genta: Mission, making Monaco even more attractive

by Milena Radoman
In charge of the digital transition since 2018, Monaco’s Chief Digital Officer, Frédéric Genta, has been
entrusted with a new mission: to enhance the image of Monaco.

Building a strategy to strengthen the Created in 2011 under the former Minister of “The digital transition is necessary and
attractiveness of the country: this is Frédéric State, Michel Roger, the CSA’s mission is to insufficient in today’s world,” explains Frédéric
Genta’s new mission. Appointed Interministerial offer analysis and forecasting tools in order Genta. “A company that comes to Monaco today
Delegate for Attractiveness and Digital to contribute to discussions concerning the can benefit from the power of the Sovereign
Transition, the senior civil servant reports economic development of the Principality, Cloud, residents can apply for a card online in
directly to the Minister of State, Pierre Dartout. the increase in revenue for the state and several languages, have a digital identity and
A graduate of ESCP Business School and to control public spending. It relies on a one-stop shop, have a medical appointment
Harvard, who studied with digital giants such committees (finance, real estate, Destination online, in four languages…All this creates
as Google and Amazon, Mr Genta now has the Monaco, quality of life, etc), organises ad hoc attractiveness!” list Frédéric Genta, mentioning
difficult task of steering a policy - a roadmap committees, calls on experts from the private that each euro from the state invested in the
is to be announced soon - that best meets the and public sectors and meets periodically in Blue Fund has brought in eight and created
expectations of residents, tourists, employees plenary session. Its proposals led, for example, 300 jobs. “Monaco, like Singapore and Dubai,
and investors, as well as companies. to the creation of the CHPG hospital check-up has a model based on this ability to attract
The advantage the forty-something official has is unit. This committee must now be reactivated talent from outside in a changing world. There
to be placed at the heart of the action and thus to to work on plans for 2025 to 2030, as it has has never been a better time in history to be a
be able to communicate directly with the various not met since the health crisis. small state. In the world we live in, you need
departments, speeding up decision-making and vision and agility, strategy and adaptability, all
the executive process. “Attractiveness must be Avenues for modernisation at the same time,” the confident senior official
dealt with in an interministerial way because Housing for commuters, mobility, modernisation points out.
it concerns all sectors - employment, interior of commercial and economic law - several However, the Principality needs to go further
(education, sport and culture), external relations avenues are already being considered. One and “act quickly” given the international
and equipment. We need a global vision,” of the priorities announced by the government competition. Some states have a proactive
explains Minister of State, Pierre Dartout; and is also to strengthen the attractiveness of the strategy. “Singapore, for example, has
as “attractiveness is not only the business of Monégasque financial marketplace “in a very launched simple and precise online tools to
the public sector but also of the private sector,” competitive context in relation to European recruit investors. Everything is facilitated
Frédéric Genta, also appointed Secretary General (Switzerland, Luxembourg, Great Britain) and and everything is planned to pre-register in
of the Superior Council for Attractiveness (CSA), international (Dubai, Singapore) financial all areas before settling in the country.” The
now coordinates the various entities involved centres. For Monaco to be able to impose itself, Principality will certainly draw inspiration from
(such as the MEB, the Welcome Office, Monaco Etienne Franzi, President of the Monégasque its competitors in the months to come and a
Inter Expo and the diplomatic network, amongst Association of Financial Activities (AMAF), new marketing and communications campaign
others). “We are going to work in harmony with insists on the “need for an acceleration of the is due soon. After the message “Monaco, a
all the public and private organisations which legislative and regulatory process concerning special role in the world” broadcast in 2010-
have an essential role in the attractiveness of finance and company law, for a better reception 2011 (a campaign that cost €7 million), a study
the country. My mission is to unite. This is a of future resident entrepreneurs.” by M&C Saatchi advertising agency on the
priority,” insists the senior civil servant, who positioning of the national brand is planned to
has already started his tour of the various Digital at the heart of the strategy accompany Monaco’s attractiveness strategy,
bodies involved. Digital will obviously be a pillar of the strategy: targeting tourists and investors.

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