It’s one day to go until the inaugural edition of the Kingdom’s largest gathering of the creative marketing industry, Athar – Saudi Festival of Creativity.
The festival kicks off tomorrow at the Hotel Crowne Plaza Riyadh RDC (14 & 15 November) and will be followed by an awards gala dinner (16 November).
Organised by Motivate Media Group and TRACCS, the festival will be attended by more than 1,000 delegates.
Industry experts will come together as speakers and panellists to explore creativity and its future in Saudi Arabia.
The themes
The event will cover six themes that could shape the future of the creative industry in Saudi Arabia, including Artificial Intelligence.
Other themes that the festival covers are Technology as a Creative Driver, Strategies That Help Grow Brands, Inspiration and Idea Generation, Work Culture and Talent, Bringing a Positive Change to Society, and Saudi Arabia – A Thriving Market for the Creative Industry.
The festival will also feature, a first for the Middle East, an AI-powered robot called FIRE on a panel alongside industry veterans on harnessing the power of generative AI tools in creativity.
Athar Festival also features the Maheerah Women’s Empowerment Programme powered by Publicis Groupe Middle East, which will empower 10 selected women from the creative industry.
The agenda
Followed by an opening ceremony, H.H. Princess Loulwa Bint Yazeed Al Saud will spearhead a lineup of speakers from Saudi government entities and businesses, creative marketing industries, and global companies and brands.
Former Burger King marketing chief and winner of more than 200 Cannes Lions, Fernando Machado will deliver the keynote address.
The event kicks off with its three-day Young Talent Academy today and it will end with the Athar Awards Gala Dinner, which will feature the Legacy Awards of the Decade, verified by the Dubai Lynx and Cannes Lions international festivals of creativity, and presented to agencies and brands.
For more information about the entire programme, click here.
