Region’s creative marketing community gears up for second edition of Athar Festival in Riyadh

Athar - Saudi Festival of Creativity, the Kingdom's largest gathering of the creative marketing industry, is set to make its highly anticipated return to Riyadh with its second edition. Held at Crowne Plaza Riyadh RDC Hotel & Convention, activities kick off on 3 November with the Young Talent Academies, followed by the main two-day festival lineup of sessions from 5-6 November that will culminate with the prestigious Athar Awards on the evening of 6 November 2024.

Building on the success of last year’s inaugural edition, Athar Festival is set to attract more than 1,500 industry professionals, including a stellar lineup of over 100 regional and international speakers. A key focus of this year’s festival is the exploration of trends shaping the creative landscape in Saudi Arabia, Middle East and beyond. From the increasing influence of technology to branding strategies and government initiatives, Athar Festival will spotlight how creativity is reshaping sectors such as sports, entertainment, and tourism, among others. Attendees will have the chance to delve into these transformative trends, gaining insights from leading industry experts.

The festival's agenda is built around six core themes: Creative Industry in Saudi Arabia, Strategies to Grow Brands, Purpose-driven Marketing, Artificial Intelligence and Technology, Unleash Your Creativity, and Parallel Sectors. These themes will provide the foundation for a series of presentations, panel discussion, keynotes, fireside chats and interactive sessions designed to inspire and challenge attendees, fostering collaboration and knowledge sharing.

Among the sessions to look forward to on Day 1 of the festival is a keynote by Matt McKie, Director of Marketing at Manchester United, titled “Cultural Connection, Unbreakable Bonds and the Power of Stories: Lessons Learnt from a Career in Sports Marketing.” Drawing on his extensive experience with globally recognised brands such as Nike, EA Sports and the Olympics, McKie will explore how brands can build deep connections with audiences through authentic storytelling, with valuable lessons for industries beyond sports.

Additionally, a highly anticipated panel discussion, “Gaming as a Branding Platform – Strategies for Success,” will bring together industry leaders to examine the unique opportunities presented by the gaming sector. The panel will feature key voices such as Youssef Raad, Gaming Lead at GroupM, Thamer AlDairem, a prominent gaming influencer, Helmi Abdalhadi, Director of the House of Gaming at Serviceplan Group Middle East and James Dutton, Chief Product Officer at UM. The discussion will provide crucial insights into the distinctive behaviours of gaming audiences and how brands can craft strategies that resonate with this rapidly growing demographic.

Rounding off the two-day festival, the second edition of the Athar Awards will celebrate the region’s rising talent across strategically curated categories. While spotlighting these creative achievements, the gala will also serve as a platform for the industry’s leaders and brightest minds to gather, network, and engage.