• 1,900+ attendees and 150+ speakers from the region and beyond convened on Day One of the festival as it opens doors to third edition
• HRH Princess Lamia Bint Majed Al Saud, Ellie Norman, and Ali Ali headlined a standout programme of global and Saudi voices
• Flagship initiatives welcomed 63 young talents, 16 women leaders, and 20 aspiring CMOs

Riyadh – Saudi Arabia, 21 October 2025: The third edition of Athar – Saudi Festival of Creativity launched its opening day in Riyadh with 1,900+ attendees and 150+ speakers from the region and beyond exploring the ideas shaping Saudi Arabia’s creative future. From the launch of new content streams to the return of flagship programmes, the festival’s expanded footprint reflected a cultural economy that is bolder, broader, and more dynamic than ever before.

Ian Fairservice, Chairman of Athar Festival and Managing Partner of Motivate Media Group, said: “Athar Festival continues to expand its horizons, reflecting the growing ambitions of a nation that is redefining creativity across multiple industries. By introducing new content streams focused on gaming, film, as well as luxury and lifestyle, the festival is opening up new avenues to explore the intersection of both regional and global interests today. ”

Mohamed Al Ayed, Vice Chairman of Athar Festival and CEO of TRACCS, said: “When creativity thrives, industries thrive, and societies thrive. In Saudi Arabia, the growth of our creative economy is more than a success story, it is a reflection of our people’s resilience and imagination. The true impact lies in what comes next, a future where creativity is the foundation of progress and a source of pride for the Kingdom.”

Leading Day One’s agenda, the Creative Impact stream spanned diverse perspectives, from HRH Princess Lamia Bint Majed Al Saud’s fireside chat on Saudi Arabia’s cultural influence, authenticity, and women’s leadership, to Ellie Norman’s keynote on the evolution of sport, where she unpacked how technology, creativity, and purpose can redefine how brands and movements resonate with audiences worldwide.

New Frontiers in Content

This year’s festival introduced new dimensions to its agenda for the first time. In the Screen & Influence stream, acclaimed director Ali Ali shared the extraordinary behind-the-scenes challenges of producing advertising films under pressure, revealing untold stories behind eight ad films that pushed the boundaries of creative possibility.

In another first for Athar Festival, the Luxury & Lifestyle stream brought together voices from travel, fashion, and hospitality to discuss Saudi Arabia’s emergence as a global luxury destination. Speakers highlighted how the Kingdom is redefining luxury and lifestyle by emphasising cultural authenticity, personalisation, and sustainability.

Meanwhile, the debut of the Saudi Gamer Arena marked another milestone for the festival and for the Kingdom’s booming esports sector. Sessions spanned Saudi Arabia’s ambitions to build a global gaming hub, the growing commercial opportunities of “gamevertising,” and the breakthrough role of Saudi women in esports, featuring professional female gamers including Jenan Almeather, Wasayf Abdullah, Modhi Alkanhal, and Juri Alamri.

The Future Forward stream focused on technology’s defining role in amplifying creativity, with Athar Festival 2025 hosting the launch of IZZI AI. Positioned as a breakthrough in customer engagement and sales automation, IZZI AI will transform everyday conversations into powerful brand connections. Its debut in Riyadh reflects both the Kingdom’s appetite for innovation and the festival’s role as a launchpad for future-focused ideas.

Flagship Initiatives and Learning Opportunities

Athar’s flagship initiatives also took centre stage, returning for the third consecutive year since inception. The Young Talent Academies welcomed 63 participants across three tracks designed for students and early-career professionals under 30. The Maheerah Programme, a leadership experience for senior women in the creative industries, brought together 16 participants for an intensive schedule of training and mentorship. The Future CMO Academy convened 20 promising marketing professionals for a one-day accelerator tailored to the next generation of industry leaders. Adding to these learning opportunities, focused presentations and masterclasses also delved into marketing leadership, personal branding, designing impactful campaigns, and more.

Collaboration and Industry Impact

Collaboration defined much of Day One with new dedicated touchpoints for networking. At the Talent Hub, 100+ meetings took place between aspiring professionals and leading companies, creating a space where fresh talent could connect directly with industry decision-makers.

“What makes Athar remarkable is not only the content on stage, but the connections that happen off it,” added Fairservice. “These conversations and collaborations are the foundation for long-term growth in the Kingdom’s creative sector.”

Saudi Voices and Global Conversations

Day One also spotlighted the Unplugged series of panels, where Saudi and international CEOs, CMOs, and CCOs took the stage for audience-driven “ask me anything” conversations. These unscripted sessions gave participants rare access to industry leaders across strategy, marketing, and creativity, creating candid moments of exchange. These discussions came alongside keynote addresses, and meetups, signalling the festival’s unique ability to bring local ambition into dialogue with global expertise in new and interesting formats even more casual, interactive sessions.

“I’m proud to see Saudi voices from so many sectors come together to engage and share their unique perspectives with global counterparts,” added Al Ayed. “It is this confidence, rooted in our culture and fuelled by our creativity, that will carry our industry forward.”

Athar by the Numbers

With a packed programme, Day One featured 22 panel discussions, 15 presentations, five masterclasses, seven interactive sessions, two keynotes, and four fireside chats. These numbers underline the unprecedented scale of Athar’s third edition on its first day alone, ensuring participants experienced both breadth and depth of content.

Athar Festival 2025 is presented by Motivate Media Group and TRACCS. For the full agenda and more information, visit www.atharfestival.com

About Athar – Saudi Festival of Creativity

Athar – Saudi Festival of Creativity, presented by Motivate Media Group and TRACCS, is Saudi Arabia’s foremost creative marketing event. Aligning with Saudi Vision 2030, Athar sets the stage for leaders, decision-makers, and emerging talent to connect, share insights, and drive creative endeavours across the Kingdom’s burgeoning sectors.

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Ian Fairservice, Chairman of Athar Festival and Managing Partner of Motivate Media Group, said: “The Athar Awards are a cornerstone of the festival, honouring the creative brilliance that is driving Saudi Arabia’s marketing industry forward. These awards celebrate the best work to come out of the Kingdom that meets the highest standards while also pushing the boundaries of creativity and setting a new benchmark for excellence.”

Expressing his pride in the emerging Saudi talents honoured at the awards gala, Mohamed Al Ayed, Vice Chairman of Athar Festival and CEO of TRACCS, said: “Athar Awards are more than a celebration of exceptional creative work – they honour the incredible talent behind it, who have shown dedication to innovation, storytelling, and excellence. By celebrating these leaders today, our aim is to encourage and inspire the next generation of creative minds in Saudi Arabia, transforming a culture rich in creativity into a culture of creativity.”

This year’s finalists were rigorously evaluated through a multi-level judging process led by an expert panel of 80 industry professionals, representing sectors from media and technology to hospitality. The judging underscored both the originality and strategic impact of each entry, as well as the individuals propelling the industry forward.

A total of 26 gold trophies were awarded to campaigns demonstrating outstanding creativity and impact, while 25 additional entries earned silver trophies for their significant contributions. Recognising emerging talent, the festival also awarded members of the Young Talent Academy, celebrating Saudi Arabia’s future creative leaders. Certificates were also presented to participants of the Maheerah Women’s Empowerment Programme, honouring their successful completion of the accelerator programme.

Athar Award winners

Best Empowerment Campaign

• Winner: SRMG Labs – Sound of the Flag
• Winner: TBWA\RAAD – KFC: The Original Gamechangers
• Highly Commended: VML – Hunger Station – Tip Time

Best Innovative Campaign

• Winner: SRMG Labs – Sound of the Flag
• Highly Commended: Webedia KSA – Moving the Nation Without Moving the Budget

Best Cultural Campaign

• Winner: Burson & Royal Commission for AlUla – I Care
• Highly Commended:
  • MMS Communications Saudi Arabia, Leo Burnett KSA, Saatchi & Saatchi ME & Saudia – Rihla (Journey)
  • VML – stc – Pay with Poetry

Best National Day Holiday Campaign

• Winner: SRMG Labs – Sound of the Flag
• Highly Commended:
  • Dentsu MENA & Hungerstation – Fananees
  • VML – stc – Baity Battle

Best Sustainability Campaign

• Winner: Serviceplan – The Treeless Map
• Highly Commended: VML – Nova – From This Land, For This Land

Best Environmental Campaign

• Winner: Burson & Royal Commission for AlUla – I Care
• Highly Commended: Serviceplan – The Treeless Map

Best Destination Campaign

• Winner: MBC Media Solutions – The Weatherman روح السعودية activation with Saudi Tourism Authority
• Highly Commended: MMS Communications Saudi Arabia, Leo Burnett KSA & Saudia – Driving World Cup Visitors to Saudi Arabia

Best National Development Campaign

• Winner: Droga5 London & Accenture Song ME – Qiddiya – Play Life
• Highly Commended: Landor – Made to Chang

Best Transformation Campaign

• Winner: TBWA\RAAD – KFC: [CHICKEN]STOCK
• Highly Commended: Leo Burnett – Sync – The Sync-ervention

Best Campaign for The Future of Saudi Arabia

• Winner: SRMG Labs – Sound of the Flag
• Highly Commended:
  • Serviceplan – The Treeless Map
  • SRMG Labs – Newspaper Courts

Best Business Growth Campaign

• Winner: VML – Coca-Cola – I See Coke
• Highly Commended: Science & Sunshine – The Lay’s Heist

Best Not for Profit Campaign

• Winner: SRMG Labs – Sound of the Flag
• Highly Commended:
  • The Bold Group & Alwaleed Philanthropies – Atlai: The First Public AI Reporter
  • Webedia KSA – Moving the Nation Without Moving the Budget

Best Partnership Campaign

• Winner: VML – Coca-Cola – I See Coke
• Highly Commended:
  • Science & Sunshine – Lay’s x KFC Worth the Wait
  • VML – AJVA Ford & HungerStation – That Affordable

Best Governmental Campaign

• Winner:
  • fitameen Creative Communication – Sah: The Path to Financial Empowerment
  • Webedia KSA – Moving the Nation Without Moving the Budget
• Highly Commended: Digitect – Safety in Simplicity by the Ministry of Interior

Media Team of the Year

• Winner: Social Clinic – Social Clinic

Business Growth Team of the Year

• Winner: Webedia KSA – Webedia KSA

Marketing Communications Team of the Year

• Winner: ROSHN Group – ROSHN Group

Creative Leader of the Year

• Winner: VML – Firas Ghannam
• Highly Commended: Onsor Mosha – Abdullah Alrowis

Marketing Leader of the Year

• Winner: ROSHN Group – Ghada Alrumayan
• Highly Commended: Saudi Sports for All Federation – Ammar Omar Alamro

Agency Leader of the Year

• Winner: VML – Camille Haddad
• Highly Commended: Social Clinic – Rayyan Jamjoom

Agency Growth Person of the Year

• Winner: Habbar – Alhareth Khalid Albelaihed
• Highly Commended: Onsor Mosha – Yara Al-Dossary

Young Creative of the Year

• Winner: Habbar – Abdullah Tariq
• Highly Commended: Onsor Mosha – Alwaleed Abdulaziz Alslamah

Young Marketer of the Year

• Winner: ROSHN Group – Ola Abuelberak
• Highly Commended: Tajalla Creative Agency – Kholoud AlBarq

Reflecting on her experience as a jury member for the Athar Awards, Reema Al Shammasi, Vice President of Marketing and Communications at Mastercard, said: “I am delighted and proud to be a part of the Athar Awards jury panel. Coming here to discover and discuss all these creative campaigns and innovative ideas has been quite an inspirational journey. This experience has been truly enlightening, offering valuable exposure and insight into some of the Kingdom’s most creative campaigns.”

The Athar Festival brought together more than 1,700 global and regional industry leaders, with more than 100 speakers engaging in discussions on two stages. The event delivered 100 hours of content, including panel discussions, presentations, and masterclasses, promoting collaboration and knowledge-sharing within Saudi Arabia’s creative community.

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The festival will spark the passion and potential of the Kingdom’s creative community, and will feature various programmes, including expert sessions led by accomplished regional and global speakers, industry roundtables, exclusive C-suite sessions, accelerator programmes, a 24-hour hack competition and Academies for Young Talent, exclusively for industry professionals under 30 and university students.

Additionally, attendees can look forward to gaining knowledge on the evolution and giant strides made by Saudi Arabia in the creative sphere.

AI and emerging tech
This year’s festival is set to explore a diverse set of themes, among which AI and technology is one of the focus areas. Saudi Arabia is making significant strides in the age of new technologies like AR, blockchain and AI for creativity, data analytics and business strategy.

According to Mordor Intelligence, the Big Data and AI market is anticipated to reach a staggering $2.19 billion by 2029 within the Kingdom.

Emerging XR technologies are enabling Saudi Arabian heritage to gain a global spotlight allowing virtual explorations of sites like Hegra in AlUla. Meanwhile, the introduction of ‘Sara,’ a humanoid robot, demonstrates a convergence of tech and culture.

It also raises discussions about the ethics of AI integration. New technologies have become an integral part of the creative marketing, advertising and communications industry, transforming the way businesses work.

AI has enhanced customer segmentation, optimised ad placement, and improved content creation, resulting in higher engagement, conversion rates, and ROI for businesses.

Furthermore, marketers have access to a wealth of data and insights that allow them to create more targeted, personalised campaigns, reach consumers in new and innovative ways and create more engaging and immersive experiences.

At the same time, an Oliver Wyman report reveals that 57 per cent of Saudi Arabia’s employees see significant room for AI training enhancement.

As part of its content programme, the Athar Festival will deep dive into new technologies, how companies can integrate them internally towards productive solutions, use them externally to create immersive experiences, up skill their teams to use them effectively and keep an eye on the ethical considerations around them.

With the substantial attendance and comprehensive representation of Saudi Arabia’s creative industry expected, the Athar Festival presents a valuable opportunity for participants to present their ideas and gain valuable insights from the finest minds in the creative community.

Athar – Saudi Festival of Creativity, the Kingdom’s largest gathering of the creative marketing industry, will take place from 5-6 November 2024 at Crowne Plaza Riyadh RDC Hotel & Convention.

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