Latest news with #MohamedAlAyed
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.
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
Campaign ME
08-04-2025
- Entertainment
- Campaign ME
Athar Festival 2025 to conclude with an extraordinary two-day celebration of creativity at Athar Awards
Athar, Saudi Festival of Creativity, the largest gathering of the creative marketing industry in Saudi Arabia, will conclude with the largest and most spectacular edition of Athar Awards to date. Submissions for Athar Awards 2025 officially open today, with 14 new additions bringing the total to over 30 categories, each spotlighting the growing constellation of campaigns, teams, and individual talent driving the Kingdom's creative momentum. Athar Awards will take place across two nights, reflecting its broader vision to champion creative excellence across both established disciplines and emerging frontiers. Saudi talent in the Individual categories will be recognised following day one of the festival at JAX District – Diriyah Biennale Foundation, while winners in the Campaign and Team categories will be honoured during a prestigious gala dinner on the festival's closing night. Ian Fairservice, Chairman of Athar Festival and Managing Partner of Motivate Media Group, said, 'Saudi Arabia's creative industry is capturing the world's attention with bold ideas, distinctive storytelling, and globally resonant work. Athar Awards are designed to harness and amplify that momentum, offering a platform that not only celebrates excellence but also propels it forward. As the creative output from the Kingdom grows more sophisticated and ambitious, these awards help showcase how Saudi creativity is perceived internationally — not just as promising, but as world-class. They mark a pivotal step in transforming recognition into long-term influence across the global creative economy.' Mohamed Al Ayed, Vice Chairman of Athar Festival and CEO of TRACCS, added, 'Last year's Athar Awards demonstrated that the spirit of Saudi innovation is well embedded and thrives across the creative marketing landscape. The fresh stories, perspectives, and bold creative approaches showcased by our winners and nominees — along with their impact on the Kingdom's creative economy and contributions to Vision 2030 — are all truly worth celebrating. Today, we are proud to say that the additional award categories have been thoughtfully introduced to reflect the expanding breadth and depth of our homegrown talent. As we look forward to the largest editions of Athar Festival and Athar Awards in October, we wish all prospective nominees the very best of luck.' Athar Awards 2025 boasts a dynamic mix of new Campaign and Team categories that spotlight innovation and creativity across a number of next-generation specialisations. Among the highlights is Best Artificial Intelligence/Augmented Reality Powered Campaign, which features cutting-edge campaigns that leverage smart technology to enhance engagement and impact. Best Fintech Solutions & E-commerce Campaign celebrates digital-first initiatives reshaping consumer experiences, while Best Video Storytelling Campaign recognises powerful visual narratives that elevate Saudi Arabia's creative voice. In the Team categories, additional titles include Startup of the Year and Production Team of the Year, which acknowledge collective achievement across execution, strategy, and innovation. The Individual categories place a renewed emphasis on leadership, influence, and transformative thinking. Disruptor of the Year celebrates boundary-pushing visionaries, while Influencer of the Year honours standout digital creators shaping conversations across platforms. Other additions include Creative Designer of the Year, Media Leader of the Year, and Young Creative of the Year — each highlighting the array of talents fuelling the Kingdom's creative sphere. Athar Festival 2025 is presented by Motivate Media Group and TRACCS. For the full list of Athar Awards 2025 categories, visit the official website (
Zawya
08-04-2025
- Business
- Zawya
Athar Festival 2025 to conclude with an extraordinary two-day celebration of creativity at Athar Awards
New categories to recognise creative excellence across AI, fintech, storytelling, leadership, design, and emerging talent Riyadh, Saudi Arabia – Athar – Saudi Festival of Creativity, the largest gathering of the creative marketing industry in Saudi Arabia, will conclude with the largest and most spectacular edition of Athar Awards to date. Submissions for Athar Awards 2025 officially open today, with 14 new additions bringing the total to over 30 categories, each spotlighting the growing constellation of campaigns, teams, and individual talent driving the Kingdom's creative momentum. Athar Awards will take place across two nights, reflecting its broader vision to champion creative excellence across both established disciplines and emerging frontiers. Saudi talent in the Individual categories will be recognised following day one of the festival at JAX District – Diriyah Biennale Foundation, while winners in the Campaign and Team categories will be honoured during a prestigious gala dinner on the festival's closing night. Ian Fairservice, Chairman of Athar Festival and Managing Partner of Motivate Media Group, said: 'Saudi Arabia's creative industry is capturing the world's attention with bold ideas, distinctive storytelling, and globally resonant work. Athar Awards are designed to harness and amplify that momentum, offering a platform that not only celebrates excellence but also propels it forward. As the creative output from the Kingdom grows more sophisticated and ambitious, these awards help showcase how Saudi creativity is perceived internationally — not just as promising, but as world-class. They mark a pivotal step in transforming recognition into long-term influence across the global creative economy.' Mohamed Al Ayed, Vice Chairman of Athar Festival and CEO of TRACCS, added: 'Last year's Athar Awards demonstrated that the spirit of Saudi innovation is well embedded and thrives across the creative marketing landscape. The fresh stories, perspectives, and bold creative approaches showcased by our winners and nominees — along with their impact on the Kingdom's creative economy and contributions to Vision 2030 — are all truly worth celebrating. Today, we are proud to say that the additional award categories have been thoughtfully introduced to reflect the expanding breadth and depth of our homegrown talent. As we look forward to the largest editions of Athar Festival and Athar Awards in October, we wish all prospective nominees the very best of luck.' Athar Awards 2025 boasts a dynamic mix of new Campaign and Team categories that spotlight innovation and creativity across a number of next-generation specialisations. Among the highlights is Best Artificial Intelligence/Augmented Reality Powered Campaign, which features cutting-edge campaigns that leverage smart technology to enhance engagement and impact. Best Fintech Solutions & E-commerce Campaign celebrates digital-first initiatives reshaping consumer experiences, while Best Video Storytelling Campaign recognises powerful visual narratives that elevate Saudi Arabia's creative voice. In the Team categories, additional titles include Startup of the Year and Production Team of the Year, which acknowledge collective achievement across execution, strategy, and innovation. The Individual categories place a renewed emphasis on leadership, influence, and transformative thinking. Disruptor of the Year celebrates boundary-pushing visionaries, while Influencer of the Year honours standout digital creators shaping conversations across platforms. Other additions include Creative Designer of the Year, Media Leader of the Year, and Young Creative of the Year — each highlighting the array of talents fuelling the Kingdom's creative sphere. Athar Festival 2025 is presented by Motivate Media Group and TRACCS. For the full list of Athar Awards 2025 categories, visit the official website ( -Ends- 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
27-02-2025
- Business
- Campaign ME
Saudi Arabia's creatives set to capture global spotlight at Athar Festival 2025
The third edition of Athar – Saudi Festival of Creativity, the largest gathering of the creative marketing industry in Saudi Arabia, is set to take place from 21-22 October 2025 at JAX District – Diriyah Biennale Foundation in Riyadh. With an expanded format and an even greater focus on international industry collaboration, this year's edition spotlights Saudi Arabia's emergence as a global creative hub, positioning the Kingdom as a leading force in creative marketing, brand storytelling and innovation. As Saudi Arabia's creative landscape continues its rapid transformation, Athar Festival 2025 presented by Motivate Media Group and TRACCS, will enable brands, agencies, and creative professionals to connect, exchange ideas, and unlock new business opportunities. This year's expanded programme introduces three content stages, an all-new talent hub, and networking activations, ensuring that attendees gain access to industry insights, skill-building opportunities, and global connections. Ian Fairservice, Chairman of Athar Festival and Managing Partner of Motivate Media Group, said: '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. 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.' Mohamed Al Ayed, Vice Chairman of Athar Festival and CEO of TRACCS, added: '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.' Building on the success of its second edition in 2024, which attracted more than 1,700 attendees and featured leading voices in creative marketing, Athar Festival 2025 will be even more ambitious. The festival targets to draw more than 4,000 brands, agencies, creative marketing experts and professionals, young talent, as well as students to its new high-capacity venue, featuring more than 150 world-class speakers, and more than 80 brand activations, reflecting its commitment to advancing the Kingdom's creative economy. Additionally, the festival will introduce new industry streams across content, activations, and the exhibition space for agencies and brands participating in this year's edition. The first of these is the Creative Impact stream, which will focus on brand storytelling, advertising and marketing. The Future Forward stream will explore AI, machine learning and data-driven marketing among other innovations in the industry. The screen and influence stream would cover film production and content creation from an advertising perspective alongside influencer marketing as well as media distribution. The final stream, centred on Luxury and Lifestyle, will target the world of marketing in the realms of fashion, travel, hospitality, and premium experiences. The festival's main content agenda will run from 21-22 October, featuring thought-provoking discussions, immersive activations, and hands-on workshops across three content stages. The highly anticipated Athar Awards has also expanded to include the four new streams and will be held over the course of a two-day celebration. Recognising outstanding creative excellence, the first day will award top Saudi talent under the individual and team categories, while the second day will honour the most creative campaigns in the Kingdom. Athar Festival 2025 will also see the participation of international trade delegations, bridging the Saudi creative marketing industry with its global counterparts. Furthermore, the festival will feature a dedicated startup exhibition space, offering new ventures in advertising, media, and technology an exclusive opportunity to present their cutting-edge solutions to investors and industry leaders. With extended festival hours from 10am to 10pm each day, attendees will have more time to engage with activations, exhibitions, and networking spaces. 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. Evolving to provide a global stage for ideas, talent, and innovation, the festival is set to reinforce Saudi Arabia's reputation as a thriving hub for creativity and marketing.
