Technology

The third edition of Athar – Saudi Festival of Creativity, the largest gathering of the creative marketing industry in Saudi Arabia, is set to take place on October 21-22, 2025, at JAX District – Diriyah Biennale Foundation in Riyadh. The festival aims to position the Kingdom as a leading global hub for creative marketing, brand storytelling, and innovation, reflecting its growing influence in the industry.

Organized by Motivate Media Group and TRACCS, Athar Festival 2025 will feature over 150 world-class speakers, 80+ brand activations, and an expected attendance of more than 4,000 professionals, including representatives from brands, agencies, and the creative marketing sector. The expanded format introduces new content streams, a Talent Hub, and a dedicated startup exhibition space, enhancing opportunities for networking, industry insights, and business growth.

Advancing Saudi Arabia’s Creative Economy

Ian Fairservice, Chairman of Athar Festival and Managing Partner of Motivate Media Group, highlighted the festival's role in fostering international collaboration:

“As Saudi Arabia continues to push the boundaries of creative excellence in alignment with Vision 2030, Athar Festival remains a vital platform for shaping the industry’s future. This year, we are expanding our global reach by welcoming international trade delegations and industry leaders. By connecting the Kingdom’s creative industry with global markets, we aim to showcase Saudi talent and foster new collaborations and investment opportunities.”

Mohamed Al Ayed, Vice Chairman of Athar Festival and CEO of TRACCS, emphasized Saudi Arabia’s leadership in creative communications:

“Saudi Arabia is rapidly emerging as the region’s leader in creative communications, an essential element for any future-ready nation. The 2025 edition of Athar Festival introduces new initiatives like the Talent Hub and a startup exhibition space, providing an unmatched platform for innovation, talent development, and strategic collaborations.”

Expanded Program and Industry Streams

Building on the success of its 2024 edition, which attracted 1,700 attendees, Athar Festival 2025 will present an even more ambitious lineup of events, including:

• Four new industry streams:

  • Creative Impact: Focuses on brand storytelling, advertising, and marketing.
  • Future Forward: Explores AI, machine learning, and data-driven marketing.
  • Screen & Influence: Covers film production, influencer marketing, and media distribution.
  • Luxury & Lifestyle: Highlights marketing strategies for fashion, travel, hospitality, and premium experiences.

• Athar Awards Expansion:

  • Recognizing Saudi creative excellence, the Athar Awards will now span two days, celebrating individual and team achievements on the first day, followed by the most innovative campaigns on the second day.

• Dedicated Startup Exhibition Space:

  • Emerging advertising, media, and technology startups will have the opportunity to present their solutions to investors and industry leaders.

• Extended Festival Hours:

  • Open from 10 AM to 10 PM, allowing attendees more time to engage in workshops, networking, and immersive brand activations.

Strengthening Global Industry Connections

As part of its commitment to fostering international collaboration, Athar Festival 2025 will welcome global trade delegations, further bridging Saudi Arabia’s creative sector with international counterparts. The festival’s evolution underscores its role in shaping the future of creative marketing in the region, reinforcing the Kingdom’s status as a thriving global hub for creativity and innovation.

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