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Athar Festival Sets the Stage for Highly Anticipated Fourth Edition as Saudi Creativity Enters a New Era
(MENAFN- TRACCS) Athar – Saudi Festival of Creativity, the Kingdom's largest gathering of the creative marketing industry, has brought its highly anticipated fourth edition into focus ahead of its return later this year from 24-25 November at Crowne Plaza Riyadh RDC Hotel & Convention.
Details were shared during the Athar's Origins to 2026 Edition panel in Riyadh, which featured 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; and Ahmed Al Sahhaf, CEO of MBC Media Solutions and President of the International Advertising Association (IAA) Saudi Chapter. The discussion explored the evolution of Saudi Arabia's creative industry and how greater access and opportunity can help empower the people defining its future.
The panel was followed by a screening of Athar Origins, a new documentary tracing Athar Festival’s journey from an initial idea to its launch and development over the past three years. It also featured insights from the Athar team on the milestones and challenges that have shaped the festival along the way.
This year’s line-up will bring together over 200 Saudi, regional, and international voices. Keynote speakers include HRH Princess Lamia bint Majid Al Saud, Secretary General, Alwaleed Philanthropies; Sir Martin Sorrell, Founder and Executive Chairman, S4 Capital; Laurence Llewelyn-Bowen, Interior Designer and Media Personality, Llewelyn-Bowen Design; Huib van Bockel, Founder, TENZING Natural Energy and former Head of Marketing at Red Bull; and Markus Prosser, CMO, Atlassian Williams F1 Team.
Ian Fairservice, Chairman of Athar Festival and Managing Partner of Motivate Media Group, said: “What excites me most about this year's edition is the balance between what audiences have come to value about Athar Festival and what they will discover for the first time. We welcome back Maheerah and the Future CMO Academy, alongside an extensive mix of Saudi, regional, and international speakers. Two new content streams will also explore how creativity can drive brand growth and strengthen connections with audiences in Saudi Arabia. Together, they reflect how Athar continues to grow alongside its community.”
Mohamed Al Ayed, Vice Chairman of Athar Festival and CEO of TRACCS, added: “If I had to describe the future of Saudi creativity in one word, it would be confidence. Confidence in this generation and the next, in our region’s creative potential, and in its many stories still waiting to be told. We are seeing Saudi talent create, with greater ambition and a stronger sense of identity, work that resonates both at home and beyond. This is why Athar Festival exists today: to build on that momentum and drive our industry forward.”
Partners for the fourth edition include Growth Partner MBC Media Solutions and Social Partner AlSayegh Worldwide. Media Partners include Campaign Middle East, Gulf Business, What's On Dubai, and What's On Saudi Arabia, and Community Partners include Earned First, The Marketing Society, and PRCA. Other partners include the Guinness World Records, Publicis Groupe Middle East, Kliq, and Kantar.
Ahmed Al Sahhaf, CEO of MBC Media Solutions, and President of the International Advertising Association (IAA) Saudi Chapter said: “MBC Media Solutions has supported Athar Festival from the very beginning because we believe in the unique value it brings to Saudi Arabia’s creative industry. As the market continues to evolve, the festival provides an important space for the industry to exchange ideas and invest in the talent shaping its future. We are proud to continue our partnership and help build on what it has achieved over its first three iterations.”
The 2026 content programme will span four streams: ‘Future Forward’ and ‘Screen & Influence’, alongside the new ‘Strategic Creativity’ and ‘Decoding Saudi’. Together, they will explore how technology, content, and culture are reshaping the industry and creating new opportunities for brand growth in the Saudi market. Athar-curated panel discussions will tackle key industry issues, and Campaign Showcases will explore the thinking behind standout work. The festival will also see the return of the Maheerah Programme, the Future CMO Academy, the Athar Awards, and more.
About Athar – Saudi Festival of Creativity
Athar – Saudi Festival of Creativity, presented by Motivate Media Group and TRACCS, is Saudi Arabia’s foremost creative marketing event. Aligning with Saudi Vision 2030, Athar sets the stage for leaders, decision-makers, and emerging talent to connect, share insights, and drive creative endeavours across the Kingdom's burgeoning sectors.
Details were shared during the Athar's Origins to 2026 Edition panel in Riyadh, which featured 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; and Ahmed Al Sahhaf, CEO of MBC Media Solutions and President of the International Advertising Association (IAA) Saudi Chapter. The discussion explored the evolution of Saudi Arabia's creative industry and how greater access and opportunity can help empower the people defining its future.
The panel was followed by a screening of Athar Origins, a new documentary tracing Athar Festival’s journey from an initial idea to its launch and development over the past three years. It also featured insights from the Athar team on the milestones and challenges that have shaped the festival along the way.
This year’s line-up will bring together over 200 Saudi, regional, and international voices. Keynote speakers include HRH Princess Lamia bint Majid Al Saud, Secretary General, Alwaleed Philanthropies; Sir Martin Sorrell, Founder and Executive Chairman, S4 Capital; Laurence Llewelyn-Bowen, Interior Designer and Media Personality, Llewelyn-Bowen Design; Huib van Bockel, Founder, TENZING Natural Energy and former Head of Marketing at Red Bull; and Markus Prosser, CMO, Atlassian Williams F1 Team.
Ian Fairservice, Chairman of Athar Festival and Managing Partner of Motivate Media Group, said: “What excites me most about this year's edition is the balance between what audiences have come to value about Athar Festival and what they will discover for the first time. We welcome back Maheerah and the Future CMO Academy, alongside an extensive mix of Saudi, regional, and international speakers. Two new content streams will also explore how creativity can drive brand growth and strengthen connections with audiences in Saudi Arabia. Together, they reflect how Athar continues to grow alongside its community.”
Mohamed Al Ayed, Vice Chairman of Athar Festival and CEO of TRACCS, added: “If I had to describe the future of Saudi creativity in one word, it would be confidence. Confidence in this generation and the next, in our region’s creative potential, and in its many stories still waiting to be told. We are seeing Saudi talent create, with greater ambition and a stronger sense of identity, work that resonates both at home and beyond. This is why Athar Festival exists today: to build on that momentum and drive our industry forward.”
Partners for the fourth edition include Growth Partner MBC Media Solutions and Social Partner AlSayegh Worldwide. Media Partners include Campaign Middle East, Gulf Business, What's On Dubai, and What's On Saudi Arabia, and Community Partners include Earned First, The Marketing Society, and PRCA. Other partners include the Guinness World Records, Publicis Groupe Middle East, Kliq, and Kantar.
Ahmed Al Sahhaf, CEO of MBC Media Solutions, and President of the International Advertising Association (IAA) Saudi Chapter said: “MBC Media Solutions has supported Athar Festival from the very beginning because we believe in the unique value it brings to Saudi Arabia’s creative industry. As the market continues to evolve, the festival provides an important space for the industry to exchange ideas and invest in the talent shaping its future. We are proud to continue our partnership and help build on what it has achieved over its first three iterations.”
The 2026 content programme will span four streams: ‘Future Forward’ and ‘Screen & Influence’, alongside the new ‘Strategic Creativity’ and ‘Decoding Saudi’. Together, they will explore how technology, content, and culture are reshaping the industry and creating new opportunities for brand growth in the Saudi market. Athar-curated panel discussions will tackle key industry issues, and Campaign Showcases will explore the thinking behind standout work. The festival will also see the return of the Maheerah Programme, the Future CMO Academy, the Athar Awards, and more.
About Athar – Saudi Festival of Creativity
Athar – Saudi Festival of Creativity, presented by Motivate Media Group and TRACCS, is Saudi Arabia’s foremost creative marketing event. Aligning with Saudi Vision 2030, Athar sets the stage for leaders, decision-makers, and emerging talent to connect, share insights, and drive creative endeavours across the Kingdom's burgeoning sectors.
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