UK Advertising at Cannes Lions: Bridging markets, building creativity

Campaign ME

29-07-2025

At Cannes Lions this year, 'storytelling' was everywhere. But as Kiran Jay Haslam, CMO, Diriyah Company, wisely pointed out, 'If you don't have something worthy of sharing, you don't have a story.' It's a reminder that words alone don't move markets. Ideas with impact do.
That shift from buzzwords to real-world challenges set the tone for our roundtable at Cannes Lions hosted by UK Advertising and Athar Festival. Leaders from both the UK and Saudi Arabian advertising industries came together to discuss the theme 'Redefining Creative Effectiveness for a Growing Market'. Yet, as so often happens when a conversation hits the right note, the discussion evolved into something deeper: an honest appraisal of where our industries stand and where we need to go together.
Saudi Arabia's advertising sector is undergoing an intentional transformation, driven by Vision 2030, boosted by strategic investments and a digitally native population. This is fuelling a new generation of creatives shaping a globally recognised industry, with Saudi agencies making their mark internationally, including 12 Lions at Cannes this year.
When the moderator, Campaign Middle East's Anup Oommen, asked how the group defines true effectiveness, the consensus was that creative effectiveness means the tangible impact creative work delivers against clear objectives such as driving growth or strengthening brand equity.
However, the question also led the group to explore ambition and the challenges this poses for both markets. Talent was a key theme, not in terms of creativity or enthusiasm, which Saudi has in abundance, but in strengthening critical thinking skills to consistently deliver world-class work.
Ian Fairservice, Chairman of Athar Festival, and Managing Partner and Group Editor-in-Chief, Motivate Media Group, underscored the importance of direct access to global mentors, opportunities and capability-building for both markets, keeping in mind today's cross-cultural creative economy.
It was noted that critical thinking is a particular strength of the UK sector, highlighting an opportunity for collaboration to help develop this capability further in Saudi Arabia. The challenge lies less in potential and more in building the right support systems to help that potential thrive.
This is where UK–Saudi collaboration can be transformative. Yet, as Mohamed Al Ayed, Vice Chairman, Athar Festival, and CEO, TRACCS, pointed out, moving beyond 'knowledge transfer' to a model of shared learning is crucial. That linguistic shift signals mutual respect, cultural exchange, and sustainable partnership.
As Jason Foo, CEO, BBD Perfect Storm, put it during the discussion, 'Saudi's ambition and creative energy are undeniable. The UK brings experience navigating global markets and building brands. The best partnerships are where ideas flow both ways.'
Jane Asscher, CEO, 23red and VP, frog UK, part of Capgemini Invent, added, 'We've spent years refining how we pitch and collaborate with clients, but that's not a one-way export, it's something we can open up, share, and learn from our colleagues in the Middle East too.'
As the UK and Saudi markets grow, sustaining creative excellence requires ongoing collaboration and dedication. This year, UK Advertising returns to Saudi Arabia as a partner of the Athar Festival, bringing more than 20 senior UK leaders. This reflects a strategic commitment, not just a delegation visit, to deepen partnerships, foster shared learning, empower emerging talent, and support the Kingdom's vision for a world class creative economy. We look forward to unveiling initiatives that showcase creativity's measurable impact both culturally and commercially.
From my perspective as International Director for UK Advertising, this partnership offers a unique opportunity to bridge talent and knowledge between our markets. Our focus is on building long-term capability and confidence on both sides, ensuring creatives and marketers have the platforms and mentorship needed to thrive. This positions UK Advertising not only as a global creative hub but as a committed partner in the Kingdom's journey toward creative excellence.
Creativity's return on investment is clear. Beyond elevating brands, it is essential for attracting and retaining top talent. In a competitive global market, investing in creativity shows ambition and a commitment to innovation and sustainable growth. It builds cultures where talent thrives, brands connect meaningfully with audiences, and industries evolve resiliently.
The roundtable ended not with answers, but with alignment. Across both markets, there is a shared belief that creativity is most powerful when it is inclusive and forward-thinking, driving real business and cultural impact. Looking ahead to the Athar Festival, I'm optimistic about what we can build: not just stories, but stories that matter.
By Aisling Conlon, International Trade Director for UK Advertising, Advertising Association