Athar Festival Partners with UK Advertising Exports Group to Enhance Saudi Arabia’s Creative Economy
The Athar Festival, Saudi Arabia’s premier gathering for the creative marketing industry, has entered into a strategic partnership with the UK Advertising Exports Group (UKAEG), a major player in the UK's advertising industry. The Memorandum of Understanding (MoU) was signed on the opening day of Athar Festival 2024 at the Crowne Plaza Riyadh RDC Hotel & Convention. This collaboration aims to elevate the Kingdom’s creative sector by attracting top UK advertising companies to the Saudi market, supporting the Vision 2030 agenda.
The signing ceremony was attended by prominent figures, including Ian Fairservice, Chairman of Athar Festival and Managing Partner of Motivate Media Group; Mohamed Al Ayed, Vice Chairman of Athar Festival and CEO of TRACCS; Aisling Conlon, International Director for UK Advertising, Advertising Association; and Julian Douglas, International CEO of VCCP and UKAEG Chair.
Ian Fairservice expressed optimism about the partnership, stating, “Our collaboration with UKAEG reaffirms Athar Festival’s commitment to bridging Saudi Arabia’s creative talents with global expertise. Together, we aim to establish a collaborative legacy that aligns with Vision 2030 and strengthens Saudi Arabia’s role as a hub for world-class creative innovation.”
This partnership is expected to foster the exchange of industry best practices and expertise, further empowering Saudi Arabia’s creative economy. Mohamed Al Ayed emphasized the significance of this partnership, highlighting its potential to drive growth, foster cultural connections, and enable local talent to reach new global audiences.
Aisling Conlon echoed these sentiments, noting, “This partnership is a chance to deepen a meaningful connection between the UK and Saudi Arabia, founded on shared creativity and mutual respect. We look forward to welcoming more UK companies into this collaborative future with Saudi Arabia.”
As one of the UK’s prominent advertising and marketing associations, UKAEG represents over 70 leading companies across fields such as AdTech, media, digital, and AI. Through this collaboration, UKAEG aims to bolster Saudi Arabia's creative market by encouraging UK companies to participate in events like Athar Festival and facilitate knowledge exchange that benefits both nations.
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