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Athar – Saudi Festival of Creativity, the Kingdom’s largest gathering of the creative marketing industry, has revealed major highlights for its third edition, including a new venue, expanded programme, and an influential lineup of speakers.
Organised by Motivate Media Group and TRACCS, with the support of partners MBC Media Solutions (MMS) and flynas, the event will take place on 21–22 October 2025 at JAX District – Diriyah Biennale Foundation.
Athar Festival 2025 is expected to attract over 3,000 attendees across two days, featuring more than 150 speakers, 80 activations, and five content stages. The festival reflects Saudi Arabia’s growing role as a regional and global hub for marketing, communications, and creative industries.
“Since its debut in 2023, Athar Festival has grown alongside the Kingdom’s creative marketing landscape in both scale and reach. This journey has led to a third edition that is set to be our biggest, boldest, and most dynamic yet, a testament to how far we’ve come in such a short time and a reflection of the industry’s boundless potential. Today and for years to come, we’re proud to continue building a platform where talents from every background can connect, learn, and thrive,” said 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, added: “Athar Festival is once more taking shape in Riyadh, and I could not be more excited to welcome local, regional, and international talent to this landmark celebration of creativity. With an exemplary lineup of speakers, industry experts, brands, sponsors, activations, and young talent, this year’s edition is set to ignite fresh ideas, spark greater collaborations that transcend borders, and unlock new opportunities for creative expression. Athar is not just a festival – it is a movement amplifying Saudi Arabia’s creative potential on the global stage and empowering a new generation of local talent to inspire a culture of creativity across the Kingdom.”
The 2025 edition will see participation from more than 80 sponsors and partners, with MMS returning as Growth Partner and flynas as Official Airline Partner. Other key partners include the Saudi Tourism Authority, Amazon Ads, Bloomberg Media, Omnicom Group, WPP, MCN, King Salman Park Foundation, Bassmat, Onsor Mosha, Sadu Media, and Stagwell.
Highlighting the importance of the partnership, Ahmed Al Sahhaf, CEO of MBC Media Solutions, said: “MBC Media Solutions proudly continues its partnership with Athar Festival, building on the success of the past two editions in achieving shared objectives and delivering exceptional creative experiences. This year, as the festival evolves, we are committed to broadening the scope of engagement with attendees, sharing our expertise with them, and presenting diverse media perspectives. We also aim to introduce the creative marketing community to innovative and renewed ways of reaching the right audience at the right time.”
The speaker lineup includes Mo Gawdat, bestselling author and former CBO at Google; Jo Malone, founder and creative director at Jo Loves; Ellie Norman, CMO of Formula E; and Ali Ali, co-founder and film director at Good People Films. Athar Festival 2025 will also introduce four new content streams: Creative Impact, Future Forward, Screen & Influence, and Luxury & Lifestyle.
The expanded 6,000+ sqm festival footprint will include the Activation Hall with 80+ brand activations, a Talent Hub for companies to engage with young professionals, a Ruwad Hub for entrepreneurs and emerging agencies, and a Networking Hub to connect regional and international industry leaders.
Content will run across five stages, including the Strategic and Spotlight Stages for keynotes and panels, the Saudi Gamer Arena focusing on esports, the Community Stage for workshops and community-led sessions, and the Courtyard Stage offering live music, wellness, and entertainment.
Returning initiatives include the Young Talent Academies and Maheerah Programme, both aimed at nurturing young professionals and empowering women in marketing. The Future CMO Academy will also return with an intensive programme for senior leaders.
The festival will conclude with the Athar Awards, celebrating outstanding work across more than 30 categories, including 14 new additions for 2025.
More details are available at atharfestival.com.
