Athar Festival 2024 Showcases Saudi Arabia’s Cultural Creativity as a Key Economic Driver
The Athar - Saudi Festival of Creativity commenced its second edition in Riyadh, gathering over 1,600 industry leaders, creatives, and young Saudi talent. Featuring over 80 speakers, including Manchester United's Matt McKie and advertising icon Sir Martin Sorrell, the event emphasized the transformative role of creativity in tourism, entertainment, sports, and more, highlighting the power of storytelling and technology in consumer marketing.
The opening session, led by Ian Fairservice, Chairman of Athar Festival and Managing Partner of Motivate Media Group, underscored the significance of the festival as a platform for nurturing the Kingdom's creative marketing landscape. Fairservice noted, "With cultural creativity emerging as a strategic focus and economic driver, the onus is on the creative industry to craft narratives that will make a lasting impact on the Kingdom’s future." Vice Chairman Mohamed Al Ayed added that culture and creativity are vital to Saudi Arabia’s economic ambitions and global image, stating, “Culture is undoubtedly Saudi Arabia’s new commodity, and creativity is its new currency.”
Manchester United’s Matt McKie, Director of Marketing, delivered an impactful keynote titled "Cultural Connection, Unbreakable Bonds and the Power of Stories," sharing insights from his career in sports marketing. He explained how storytelling and emotional engagement can forge strong audience connections. Sir Martin Sorrell, Founder of S4 Capital, highlighted AI’s transformative role in creativity during his fireside chat, emphasizing the evolving intersection of technology and creative processes.
Day one featured workshops and discussions on topics such as tourism and urban branding, including sessions from Fahad AlAhmed, CEO of The Fullstop Creative Agency, and Serfi Altun, Founder of Idea Bakery Consultancy. The event also hosted Young Talent Academies to train and mentor emerging creative professionals, supporting the Kingdom’s Vision 2030 goals.
