Athar Festival Launches Maheerah Network to Empower Women in Saudi Arabia’s Creative Marcomms Industry

Athar – Saudi Festival of Creativity, the Kingdom’s leading event for the marketing and communications industry, has officially launched the Maheerah Network, a pioneering initiative aimed at empowering women across the sector. Announced at the Crowne Plaza Riyadh RDC Hotel & Convention, the Maheerah Network is powered by Publicis Groupe and represents a major step toward establishing year-round support and development for women in Saudi Arabia’s marcomms landscape.

Built on three foundational pillars – Maheerah Network, Maheerah Programme, and Maheerah Alumni – the initiative is designed to cultivate leadership, learning, and lasting connections. It will serve as a long-term enabler for women at all stages of their careers and aims to graduate over 100 women by 2030, building on its current base of 26 alumni.

Mohamed Al Ayed, Vice Chairman of Athar Festival and CEO of TRACCS, emphasized the initiative’s alignment with Saudi Vision 2030:

“Athar Festival recognizes 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.”

Bassel Kakish, CEO of Publicis Groupe Middle East & Turkey, reflected on the journey of Maheerah since its inception:

“Maheerah has become a platform to unlock the talent, ambition, and leadership potential of women across the Kingdom. Now in its third year, the program has evolved into a year-round network that supports and enables the next generation of leaders.”

Three Pillars of Maheerah:

• Maheerah Network: Offers a year-round calendar of online and offline events, webinars, and networking meetups, focused on early-career women to foster confidence, capability, and community.

• Maheerah Programme: A high-impact development track for women in senior roles, featuring curated workshops, executive training, and leadership coaching. The third edition is set to run during Athar Festival 2025 in October.

• Maheerah Alumni: Builds an enduring network of past graduates, offering continued access to professional development through mentorship, advanced learning, and industry connections. Alumni represent major organizations like NEOM, Nestlé, and STA, spanning marketing, advertising, PR, and tech.

As the first initiative of its kind in Saudi Arabia’s creative communications sector, Maheerah Network is poised to set new benchmarks for women’s empowerment, leadership, and inclusion. With its roadmap extending through 2030, the initiative aims to be a transformational force in shaping the future of the Kingdom’s marcomms industry.