Riyadh, Saudi Arabia – November 11, 2024 – The second edition of Athar – Saudi Festival of Creativity, held in Riyadh, brought together over 1,600 leaders, experts, and emerging talents from the global creative marketing industry. This premier event in the Kingdom’s creative sector aimed to explore the transformative power of creativity in shaping culture and achieving Saudi Arabia’s ambitious Vision 2030.
The festival boasted an impressive lineup of over 80 speakers, including prominent figures like Matt McKie, Marketing Director of Manchester United, and renowned advertising strategist Sir Martin Sorrell. These influential voices highlighted the crucial role of creativity in bridging cultures, connecting brands with audiences, and driving cultural innovation, aligning perfectly with Saudi Arabia’s vision for a vibrant and globally recognized cultural landscape.
Over 30 insightful sessions were held across two main stages, featuring keynote addresses, panel discussions, fireside chats, and expert presentations. These sessions delved into the latest trends, strategies, and insights within the creative field, providing attendees with valuable knowledge and inspiration.
Mohamed Al Ayed, Vice Chairman of Athar Festival and CEO of TRACCS, emphasized the festival’s core mission: “Saudi Arabia possesses an incredibly rich cultural heritage and traditions. By sharing these globally through creative expression, we elevate the nation’s image, attracting both interest and investment – vital elements for realizing our aspirations. Creativity fuels growth, innovation, and unity. Today, culture is Saudi Arabia’s valuable asset, and creativity is its emerging currency.”
One of the day’s highlights was Matt McKie’s keynote address, “Cultural Connection, Unbreakable Bonds, and the Power of Stories: Lessons from a Career in Sports Marketing.” Drawing from his extensive experience with major brands like Manchester United, Nike, the Olympics, and EA Sports, McKie demonstrated how impactful storytelling creates lasting connections with audiences.
Sir Martin Sorrell, Founder and Executive Chairman of S4 Capital, engaged in a fireside chat titled “Navigating the Creative Landscape in the Age of Artificial Intelligence.” Sorrell explored the evolving role of AI in the creative industry, emphasizing its potential to enhance creative processes and unlock new avenues at the intersection of technology and innovation.
Beyond these key presentations, the festival showcased a variety of discussions and workshops dedicated to leveraging creativity to strengthen Saudi Arabia’s global identity, promote its culture, and reshape its urban spaces. Notable sessions included:
* “The Pillars of Nation-Branding in Saudi Arabia: Tourism, Urban Space, and the Power of Creativity” by Fahad AlAhmed, CEO of The Fullstop Creative Agency, and Serfi Altun, Founder and Global CEO of Idea Bakery Consultancy.
* “Leveraging Branding to Showcase Saudi’s Rich Culture to the World” by Mark Grossfield, VP Marketing at KAFD, AbdulGhafoor AbdulHaleem of Saudi Leaders Society, and Ziyad Organji of Brandship Consultancy.
* “Community-Powered: A New Paradigm for the Creative Industry” by Bengi Turgan, Co-CEO of ATOLYE.
In parallel with the main festival, the Young Talent Academies offered 73 aspiring creatives hands-on learning and networking opportunities through four specialized programs: the Student Creative Academy with MCN, the Student Marketers Academy with UTURN, the NextGen Creative Academy, and the NextGen Marketers Academy in partnership with the Saudi Tourism Authority. These academies focused on building foundational skills and providing mentorship to empower Saudi Arabia’s future creative leaders.
The Athar Festival stands as a testament to Saudi Arabia’s commitment to fostering a thriving creative ecosystem, showcasing its rich culture to the world, and using creativity as a catalyst for progress and growth. The festival successfully brought together industry leaders, experts, and emerging talents, fostering collaboration and igniting new ideas that will shape the future of creativity in the Kingdom and beyond.
