Latest news with #KiranJayHaslam
Campaign ME
29-07-2025
- Business
- Campaign ME
UK Advertising at Cannes Lions: Bridging markets, building creativity
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
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.
