The energy was unmistakable at the launch of our new “It Starts Here” campaign, where a room filled with regional leaders, business innovators, and academic experts gathered to explore how the West Midlands can amplify its story on the global stage. The campaign’s goal? To position the West Midlands as a standout destination for investment, growth, and innovation—an invitation for everyone to help tell this story of transformation.
As we listened to each speaker’s insights, it became clear that this journey involves everyone in the region. Below are some key takeaways from our discussion on why the West Midlands is a unique place to invest, grow, and thrive, and why now is the time to make a global statement.
Embracing a Unique Regional Identity
Joanne Roney CBE, Birmingham City Council’s new Managing Director, kicked things off by highlighting the West Midlands’ unique blend of creativity and technical expertise—a combination that goes back centuries. She shared how Birmingham’s coat of arms features both a scientist and an artist, symbolizing a proud tradition of innovation. Today, the whole West Midlands region embodies this dual spirit, and we’re not just a city centre story; we’re a regional story.
“This is a masterclass of sector development that truly collaborates across the region,” Roney shared, stressing the importance of building connectivity, reducing barriers, and making it easier to spread our story far and wide. The “It Starts Here” campaign is a fresh way to sell this story globally, she added, and now we need our partners to join us in amplifying the message.
Joanne Roney, CBE, Managing Director of Birmingham City Council
Investing in Talent and Supporting New Ideas
Entrepreneur Melissa Snover has been part of the West Midlands for a decade, and she’s seen the region grow into a space that attracts and supports innovation. Originally drawn here for the strong university network and advanced manufacturing resources, Snover talked about how Birmingham has blossomed into a vibrant, accessible place for creatives, startups, and emerging talent.
“We’ve managed to keep that innovative spirit and attitude without losing our accessibility,” she said, noting how the city’s affordability allows it to remain open to young talent and new businesses. It’s a place where fresh ideas can take root without the barriers of high costs, making it an ideal environment for those looking to make a real impact.
Shaping a National Industrial Strategy
Professor Stuart Croft, Vice-Chancellor of the University of Warwick took a wider view, emphasizing how an effective UK industrial strategy can fuel the West Midlands’ growth. According to him, we need a threefold approach: sector-specific tech initiatives, collaboration across government departments, and a narrative that positions the West Midlands as a leader in its own right—not a copy of any other city.
Professor Stuart Croft, Vice-Chancellor of the University of Warwick
“We need to be the disruptor,” Croft said. This perspective is essential, he argued, because if we’re going to compete on a global scale, we need a clear, bold story. He sees the West Midlands as a potential model for regional growth across the UK, setting standards in innovation, collaboration, and productivity that others can learn from.
Government and Industry: Partners in Long-Term Progress
For Murray Paul, Public Affairs Director of Jaguar Land Rover, building a strong West Midlands also means long-term partnerships between government and industry. Jaguar Land Rover is investing heavily in zero-emission technology right here, but Paul stressed that sustained government support is essential to keep investments steady.
Murray Paul, Public Affairs Director of Jaguar Land Rover
“Industrial strategy shouldn’t be something the government does to industry, but with industry,” he pointed out, emphasizing that government policies should be adaptable to the needs of both the sector and the region. Clear, stable policies are essential for long-term growth and give investors confidence that the West Midlands is a place worth committing to.
Inclusive Growth for Everyone in the Region
Roney brought us back to the people, noting that the benefits of growth should reach everyone in the region. Through the West Midlands Combined Authority and initiatives like local devolution deals, there’s an opportunity to channel resources effectively to support communities across the West Midlands.
“This region is a fantastic place to do business and to develop talent on a big scale,” Roney explained. For her, this inclusive approach means that everyone—businesses, communities, and future generations—gets to share in the region’s success. We want to build a region where talent is nurtured, young people find opportunity, and innovation is for everyone, not just for a select few.
Universities as Drivers of Innovation
Universities are a huge part of the West Midlands’ growth story, and Prof. Stuart Croft, from the University of Warwick talked about the power of academic-industry partnerships. Warwick’s science park, among other initiatives, has helped over 4,000 companies innovate and grow in the region. For Croft, universities are vital to supporting and accelerating the local innovation ecosystem, giving businesses the resources they need to succeed.
By creating spaces where ideas can be developed and tested, the university provides a solid foundation for innovation. And it’s not just Warwick—other universities in the West Midlands are also setting up similar structures, making the region a natural home for companies looking to develop cutting-edge solutions and connect with top talent.
Fostering a Culture of Resilience and Risk-Taking
Melissa Snover gave us a look into her company’s culture of resilience, which she sees as key to innovation. Every week, her team at Nourish3d holds a “Failure Friday” session where everyone shares and celebrates their biggest setbacks. Why? Because innovation often requires taking risks, and failure is simply part of the process.
Nourished Founder & CEO Melissa Snover
“Our business is really built on innovation, and every failure is just one step closer to success,” she said. It’s a culture of embracing challenges, which aligns well with the West Midlands’ character. As Snover pointed out, it’s this kind of resilience that helps us keep going, even when the path forward isn’t always clear.
“It Starts Here”: Our Story, Together
The “It Starts Here” campaign isn’t just a slogan; it’s a call to action. It’s about creating a platform where every voice in the West Midlands can contribute to a story that’s bold, inclusive, and globally competitive. We’re inviting everyone—businesses, universities, investors, and the people who live and work here—to join in amplifying this message.
The West Midlands has a unique mix of innovation, ambition, and resilience that is rare to find. Together, we can tell a story that inspires others to see the region’s potential, invest in its future, and be part of its transformation.
So, let’s make the most of this opportunity. Let’s show the world what the West Midlands has to offer, and let’s make sure they know: It Starts Here. With your support and collaboration, the West Midlands can truly become a global leader in innovation and growth.
