Latest news with #AtharFestival
Campaign ME
20-06-2025
- Business
- Campaign ME
Cannes Lions 2025: Skills, strategic thinking and take a second to slow down
The final two days at the Cannes Lions International Festival of Creativity witnessed a strategic shift from conversations on stages to partnerships being formed and policies being shaped in closed-room discussions. Motivate Media Group, Athar Festival and Campaign Middle East hosted breakfast gatherings in partnership with the UK Advertising Association and TRACCS, as well as an in-depth round table discussion with key leaders in Saudi Arabia and the UK. Discussions at the round table revolved around the need for creative effectiveness; the need to tell the right stories well; the need for critical thinking; the need to develop a deeper understanding of local and regional contexts in the Middle East; and the need for leaders to take steps to develop a skilled workforce. Explaining how the Cannes Lions landscape has evolved over the years, Kiran Jay Haslam, Chief Marketing Officer, Diriyah Company told Campaign Middle East, 'There have been a lot of discussions around technology and the role that it will play within marketing moving forward, but very few answers because it's almost impossible to accurately predict what the future holds. The gut instinct that most people have is that these are tumultuous times and the credibility of the industry and creatives is being questioned.' 'That said, the quality of the work and the conversations that are going on about the projects in the Kingdom of Saudi Arabia are very exciting; there have been a lot of very interested attendees. We've seen people looking to come to the Middle East, especially Saudi Arabia, to explore, find out more, and see how they can be part of the journey that the Kingdom is on.' Fahd Hamidaddin, Board Member and Founding CEO, Saudi Tourism Authority also delivered a stellar keynote to a packed room at the Forum in The Rotonde, delving into the dynamic transformation taking place within the tourism landscape in the Kingdom. He called for marketers in the Middle East to build brand affinity by developing a deeper understanding of hyper-local consumers, connecting with communities, focusing on collective precision, finding their true voice, and realising the soul of the region's individuals rather than just seeing them as 'segments'. Hamidaddin also called for marketers to take a moment to 'pause and reflect' on current challenges such as inadequate attribution, complex optimisation, irrelevant data and daunting scale before diving into idealistic and futuristic conversations around the untapped potential of artificial intelligence (AI). In an exclusive conversation with Campaign Middle East, Hamidaddin said, 'We should pause to make sure we filter what's hype, what's noise, and stay true to the fundamentals. The fundamentals won't change. What is changing is consumer behaviour and that's what we need to stay very close to while leveraging AI and technology to really develop a deeper understanding of consumer behaviour.' He concluded, 'With the hype comes a global movement of speed and, conversely, an anti-movement of slow. So, I would say slow down, stay strategic, think big, stick to the fundamentals and pursue the 2080 ROI instead of the immediate results.' Meanwhile MENA agencies continue to make the region proud, adding a few more trophies to the cabinet on Day 4. Stay tuned for a separate round-up of all the winners following the announcement on Day 5. As of Day 4 at Cannes Lions, the MENA region has surpassed its tally of 22 trophies in 2024 to claim 25 trophies at Cannes Lions 2025. Of these, UAE agencies have won 13 trophies so far led by FP7 McCann Dubai (1 Gold, 1 Silver, 4 Bronze); VML Dubai (1 Silver, 3 Bronze), Impact BBDO (1 Gold, 1 Silver), LEO Dubai (1 Bronze). Meanwhile, Jordan picking up its first-ever trophy in Cannes Lions' 72-year history sharing the spoils with Impact BBDO on its Silver Lion. Representing Saudi Arabia at Cannes Lions, agencies from the Kingdom have won 12 trophies, led by BigTime Creative Shop (2 Golds, 1 Silver, 3 Bronze); SRMG Labs (1 Gold, 2 Silver), and VML Riyadh (1 Silver, 2 Bronze). The MENA wins in each of the following categories include: AUDIO AND RADIO 1 GOLD LION, 1 SILVER LION Campaign title: The Second Release Agency: SRMG Labs, Riyadh Client: Billboard Arabia, Riyadh BRAND EXPERIENCE & ACTIVATION 1 SILVER LION Campaign title: Recipe for Change Agency: FP7 McCann Dubai Client: Arla Foods 1 BRONZE LION Campaign title: The Social Feed Agency: VML Dubai Client: Hungerstation CREATIVE B2B 1 BRONZE LION Campaign title: Recipe for Change Agency: FP7 McCann Dubai Client: Arla Foods CREATIVE COMMERCE 1 SILVER LION Campaign title: The Social Feed Agency: VML Dubai Client: Hungerstation CREATIVE DATA 1 BRONZE LION Campaign title: The Social Feed Agency: VML Dubai Client: Hungerstation CREATIVE STRATEGY 1 GOLD LION Campaign title: The New President Agency: Impact BBDO, Dubai Client: Annahar Newspaper DESIGN 1 SILVER LION Campaign title: Sounds of the Land Agency: SRMG Labs, Riyadh Client: Billboard Arabia, Riyadh DIGITAL CRAFT 1 SILVER LION Campaign title: The Shaded Route Agency: VML Riyadh Client: Hungerstation Campaign title: Agency: Client: Hungerstation 1 BRONZE LION Campaign title: Read Better Agency: FP7 McCann, Dubai / McCANN, Bristol Client: Waterstones DIRECT 1 BRONZE LION Campaign title: Safe at 3AM Agency: VML Dubai Client: Dubai Tourism ENTERTAINMENT FOR SPORT 1 GOLD LION, 1 SILVER LION Campaign title: The 4th Judge Agency: BigTime Creative Shop, Riyadh Client: The Ring Campaign title: Agency: Client: The Ring 1 GOLD LION Campaign title: Obsession Agency: BigTime Creative Shop, Riyadh Client: Riyadh Season FILM CRAFT 1 BRONZE LION Campaign title: Obsession Agency: BigTime Creative Shop, Riyadh Client: Riyadh Season FILM CRAFT 1 BRONZE LION Campaign title: Everything or Nothing Agency: BigTime Creative Shop, Riyadh Client: Riyadh Season 1 BRONZE LION Campaign title: Obsession Agency: BigTime Creative Shop, Riyadh Client: Riyadh Season HEALTH AND WELLNESS 1 BRONZE LION Campaign title: The Shaded Route Agency: VML Riyadh Client: Hungerstation OUTDOOR 1 BRONZE LION Campaign title: The Shaded Route Agency: VML Riyadh Client: Hungerstation 1 BRONZE LION Campaign title: Not For First Dates Agency: FP7 McCann Dubai Client: McDonald's PUBLIC RELATIONS 1 BRONZE LION Campaign title: Sponsored Balls Agency: FP7 McCann Dubai Client: Testicular Cancer Society PRINT AND PUBLISHING 1 SILVER LION Campaign title: NOTES ON NOTES Agency: Impact BBDO, Dubai / AdPro& Jordan Client: Capital Bank 1 BRONZE LION Campaign title: THE GREAT INDIAN DUNK Agency: LEO Dubai Client: NBA India SUSTAINABLE DEVELOPMENT GOALS 1 GOLD LION Campaign title: Recipe for Change Agency: FP7 McCann Dubai Client: Arla Foods Tune into Campaign Middle East's social media channels to stay updated on the latest of what's happening at The Palais, the Rotonde, The Carlton Hotel and stay tuned for exciting events at the Campaign House Hilton Canopy.
Zawya
14-05-2025
- Business
- Zawya
Athar Festival launches Maheerah Network to drive year-round empowerment for women in Saudi Arabia's Marcomms Industry
Built on three pillars – Maheerah Network, Maheerah Programme, and Maheerah Alumni – the Network will foster leadership, learning, and connection Powered by Publicis Groupe, Maheerah Network will support 26 existing alumni and aims to produce over 100 graduates by 2030 Riyadh – Saudi Arabia: Athar – Saudi Festival of Creativity, the largest gathering for the creative marketing industry in Saudi Arabia, has officially announced the launch of the Maheerah Network today at the Crowne Plaza Riyadh RDC Hotel & Convention. The initiative, powered by Publicis Groupe, is set to become a year-round platform dedicated to enabling, inspiring, and nurturing women in the creative marketing and communications industry in the Kingdom. The network will consist of three core pillars: Maheerah Network, Maheerah Programme, and Maheerah Alumni. Mohamed Al Ayed, Vice Chairman of Athar Festival and CEO of TRACCS, said: 'Saudi Arabia continues to make significant strides in women's empowerment and is firmly on track to achieving its Vision 2030 goals. As the Kingdom's foremost creative marketing event, Athar Festival recognizes its responsibility in advancing the participation and leadership of women in the industry. The launch of Maheerah Network is a result of our continued commitment to this endeavour. The growth potential of the local marcomms industry is immense, and the transformative journey of women from being participants to industry leaders and narrative shapers is well underway. At Athar Festival, we are happy and proud to play our part.' Bassel Kakish, Chief Executive Officer, Publicis Groupe Middle East & Turkey added: 'When we partnered with Athar Festival to bring Maheerah to life two years ago, we didn't anticipate the depth of response, or the powerful community that would grow from it. It quickly became clear that we were meeting a real need for women living and working in Saudi Arabia's marketing communications industry — a space to learn, connect, and thrive. In a market where the industry is already thriving, Maheerah has become a platform to further unlock the talent, ambition and leadership potential of women across the Kingdom. Now in its third year, the program has evolved into a year-round network, and we have shared ambitions to grow it into one of the strongest communities of women in Saudi Arabia, supporting and enabling the next generation of leaders in our industry.' Unveiling a roadmap that is set to expand over the next three years, the Maheerah Network is designed to be a long-term enabler for women in every stage of their career. The first of its kind for women in creative marcomms in Saudi Arabia, the initiative aims to establish an industry standard for leadership, empowerment, and continuous development. The journey begins with Maheerah Network, foundational series of year-round activities geared toward women from across the industry. Through online and offline events, access to exclusive insights, and learning opportunities such as webinars and networking meetups, it aims to build early confidence, capability, and community. The second pillar, the Maheerah Programme, is a high-level learning and development track for women in senior roles from across the industry. With its third iteration taking place during Athar Festival 2025 later this year in October, it will feature curated workshops, leadership coaching, and executive-level training designed to equip participants with the tools to step into strategic and leadership roles within the creative sector. Building on that, the Maheerah Alumni pillar creates an enduring network for graduates of past editions of the Maheerah Programme. Alumni will continue to benefit from tailored professional growth experiences including webinars, mentorship with industry leaders, and in-person gatherings. Leading by example across organisations such as NEOM, Nestle, STA, and more, members represent a growing cross-section of sectors including marketing, advertising, PR, and technology. Maheerah Network is an initiative by Athar Festival and powered by Publicis Groupe. 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.
Campaign ME
14-05-2025
- Business
- Campaign ME
Athar Festival launches Maheerah Network for women-empowerment
Athar – Saudi Festival of Creativity has announced the launch of the Maheerah Network, an initiative, powered by Publicis Groupe, that aims to become a year-round platform dedicated to enabling, inspiring, and nurturing women in the creative marketing and communications industry in the Kingdom. Over the next three years, the Maheerah Network is designed to be a long-term enabler for women in every stage of their career. The first of its kind for women in creative marcomms in Saudi Arabia, the initiative aims to establish an industry standard for leadership, empowerment, and continuous development. 'Saudi Arabia continues to make significant strides in women's empowerment and is firmly on track to achieving its Vision 2030 goals,' said Mohamed Al Ayed, Vice Chairman of Athar Festival and CEO of TRACCS. 'As the Kingdom's foremost creative marketing event, Athar Festival recognises its responsibility in advancing the participation and leadership of women in the industry. The launch of Maheerah Network is a result of our continued commitment to this endeavour,' he said. The network will consist of three core pillars: Maheerah Network, Maheerah Programme, and Maheerah Alumni. 'When we partnered with Athar Festival to bring Maheerah to life two years ago, we didn't anticipate the depth of response, or the powerful community that would grow from it,' said Bassel Kakish, Chief Executive Officer, Publicis Groupe Middle East & Turkey. 'It quickly became clear that we were meeting a real need for women living and working in Saudi Arabia's marketing communications industry — a space to learn, connect, and thrive.' Through online and offline events, access to exclusive insights, and learning opportunities such as webinars and networking meetups, the Maheerah Network aims to build early confidence, capability, and community. The second pillar, the Maheerah Programme, is a high-level learning and development track for women in senior roles from across the industry. With its third iteration taking place during Athar Festival 2025 later this year in October, it will feature curated workshops, leadership coaching, and executive-level training designed to equip participants with the tools to step into strategic and leadership roles within the creative sector. Building on that, the Maheerah Alumni pillar creates an enduring network for graduates of past editions of the Maheerah Programme. Alumni will continue to benefit from tailored professional growth experiences including webinars, mentorship with industry leaders, and in-person gatherings. Leading by example across organisations such as NEOM, Nestle, STA, and more, members represent a growing cross-section of sectors including marketing, advertising, PR, and technology. 'In a market where the industry is already thriving, Maheerah has become a platform to further unlock the talent, ambition and leadership potential of women across the Kingdom,' Kakish said. Now in its third year, the program has evolved into a year-round network, and we have shared ambitions to grow it into one of the strongest communities of women in Saudi Arabia, supporting and enabling the next generation of leaders in our industry,' he said.
Zawya
14-05-2025
- Business
- Zawya
Athar Festival launches Maheerah Network
Built on three pillars – Maheerah Network, Maheerah Programme, and Maheerah Alumni – the Network will foster leadership, learning, and connection Powered by Publicis Groupe, Maheerah Network will support 26 existing alumni and aims to produce over 100 graduates by 2030 Riyadh – Saudi Arabia: Athar – Saudi Festival of Creativity, the largest gathering for the creative marketing industry in Saudi Arabia, has officially announced the launch of the Maheerah Network today at the Crowne Plaza Riyadh RDC Hotel & Convention. The initiative, powered by Publicis Groupe, is set to become a year-round platform dedicated to enabling, inspiring, and nurturing women in the creative marketing and communications industry in the Kingdom. The network will consist of three core pillars: Maheerah Network, Maheerah Programme, and Maheerah Alumni. Mohamed Al Ayed, Vice Chairman of Athar Festival and CEO of TRACCS, said: 'Saudi Arabia continues to make significant strides in women's empowerment and is firmly on track to achieving its Vision 2030 goals. As the Kingdom's foremost creative marketing event, Athar Festival recognizes its responsibility in advancing the participation and leadership of women in the industry. The launch of Maheerah Network is a result of our continued commitment to this endeavour. The growth potential of the local marcomms industry is immense, and the transformative journey of women from being participants to industry leaders and narrative shapers is well underway. At Athar Festival, we are happy and proud to play our part.' Bassel Kakish, Chief Executive Officer, Publicis Groupe Middle East & Turkey added: 'When we partnered with Athar Festival to bring Maheerah to life two years ago, we didn't anticipate the depth of response, or the powerful community that would grow from it. It quickly became clear that we were meeting a real need for women living and working in Saudi Arabia's marketing communications industry — a space to learn, connect, and thrive. In a market where the industry is already thriving, Maheerah has become a platform to further unlock the talent, ambition and leadership potential of women across the Kingdom. Now in its third year, the program has evolved into a year-round network, and we have shared ambitions to grow it into one of the strongest communities of women in Saudi Arabia, supporting and enabling the next generation of leaders in our industry.' Unveiling a roadmap that is set to expand over the next three years, the Maheerah Network is designed to be a long-term enabler for women in every stage of their career. The first of its kind for women in creative marcomms in Saudi Arabia, the initiative aims to establish an industry standard for leadership, empowerment, and continuous development. The journey begins with Maheerah Network, foundational series of year-round activities geared toward women from across the industry. Through online and offline events, access to exclusive insights, and learning opportunities such as webinars and networking meetups, it aims to build early confidence, capability, and community. The second pillar, the Maheerah Programme, is a high-level learning and development track for women in senior roles from across the industry. With its third iteration taking place during Athar Festival 2025 later this year in October, it will feature curated workshops, leadership coaching, and executive-level training designed to equip participants with the tools to step into strategic and leadership roles within the creative sector. Building on that, the Maheerah Alumni pillar creates an enduring network for graduates of past editions of the Maheerah Programme. Alumni will continue to benefit from tailored professional growth experiences including webinars, mentorship with industry leaders, and in-person gatherings. Leading by example across organisations such as NEOM, Nestle, STA, and more, members represent a growing cross-section of sectors including marketing, advertising, PR, and technology. Maheerah Network is an initiative by Athar Festival and powered by Publicis Groupe. For more information, visit 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. For more information, please visit:
Campaign ME
13-05-2025
- Business
- Campaign ME
Athar Festival 2025 extends final deadline for content
Athar – Saudi Festival of Creativity has extended the final deadline for its speakers applications, now accepting submissions until 23 May 2025. The festival, which returns for its third edition from 21–22 October 2025 at JAX District – Diriyah Biennale Foundation in Riyadh, invites local and international voices from across the creative marketing industry to take the stage. Proposals can be submitted via the festival's website. Presented by Motivate Media Group and TRACCS, Athar Festival 2025 is set to build on the momentum of previous editions with a larger venue, broader content streams, and a sharpened focus on global collaboration. This year's edition is expected to host more than 3,000 attendees from across the marketing, advertising, media and communications industries – spanning brands, agencies, creative professionals and students. Positioned as a platform to showcase Saudi Arabia's emergence as a regional and global creative force, Athar Festival 2025 will feature more than 150 speakers, more than 80 brand activations, and expanded programming across three content stages. The event also introduces new additions aimed at enriching the attendee experience, including an all-new Talent Hub for emerging professionals, a dedicated startup exhibition space, and longer festival hours from 10 AM to 10 PM each day. 'As Saudi Arabia continues to push the boundaries of creative excellence in alignment with Vision 2030, Athar Festival remains a vital force in shaping the industry's future,' said Ian Fairservice, Chairman of Athar Festival and Managing Partner of Motivate Media Group. 'This year, we are expanding our global reach with international trade delegations and industry leaders. By connecting Saudi Arabia's creative industry with more markets, the festival will not only showcase the Kingdom as a talent hub but also create new pathways for collaboration and investment in the region's growing creative economy.' Building on the success of the 2024 edition, which drew more than 1,700 attendees, the 2025 festival will introduce four new content streams under its expanded format. The Creative Impact stream will focus on brand storytelling, advertising and marketing. Future Forward will address AI, machine learning, and data-driven marketing, while Screen & Influence will explore media distribution, influencer marketing, and content creation from an advertising lens. Luxury & Lifestyle will delve into marketing strategies across fashion, travel, hospitality and premium experiences. Mohamed Al Ayed, Vice Chairman of Athar Festival and CEO of TRACCS, said: 'Saudi Arabia is rapidly emerging as the region's leader in creative communications – essential for any future-ready nation. Athar Festival plays a pivotal role in shaping the industry by driving innovation, talent development and strategic collaborations. The 2025 edition, featuring new initiatives like the Talent Hub and a dedicated startup exhibition space, offers an unparalleled platform to challenge creative boundaries, celebrate creative excellence, and catalyse the Kingdom's creative economy.' In addition to the main conference agenda, the festival will also expand the Athar Awards, now aligned with the four newly introduced content streams. The awards will span two days: the first dedicated to celebrating individual and team excellence in Saudi Arabia, and the second recognising standout campaigns within the Kingdom's marketing and communications sector. The festival's agenda will include keynote sessions, workshops, immersive activations and curated networking opportunities. International trade delegations are also expected to participate, further integrating the Saudi creative economy with global players and partners. For more information or to submit a speaker proposal for Athar, visit
