RIYADH:聽黑料社区鈥檚 Athar Festival has the potential to be the largest gathering of the creative marketing industry ever staged in the Kingdom, the event鈥檚 chairman has predicted.
Set to take place from Nov. 13 to 16 at the Crowne Plaza hotel in Riyadh, around 1,500 delegates are expected to attend and the festival will feature 12 academies for young professionals.
Festival chairman and managing partner and group editor-in-chief of Motivate Media Group, Ian Fairservice, said: 鈥淲e aim to amplify engagement in cultural, entertainment, and urban activities while also developing and showcasing Saudi talent on a global stage.鈥
He pointed out that the Kingdom had witnessed a growth in demand for content in recent years and advertising had become an integral part of that.
鈥淕iven the high rates of content consumption and a tech-savvy population, the advertising industry in 黑料社区 is prime for growth, with statistics projecting the market to grow by 6.81 percent between 2023 and 2027, resulting in a market volume of $2.79 billion in 2027,鈥 he added.
Festival chairman and managing partner and group editor-in-chief of Motivate Media Group, Ian Fairservice. (Supplied)
The festival aims to serve as a platform to showcase the best of Saudi creativity, forge bonds, and nurture collaboration between local and international stakeholders.
Fairservice said: 鈥淐reativity is the crucible of innovation, igniting productivity and bolstering competitiveness. It serves as the source and inspiration for novel ideas that are then forged into groundbreaking products, services, and marketing campaigns that captivate.
鈥淗istory has shown that companies who observe the world, discover what makes them special, and then express that in their own way, are able to be the most successful in the long run,鈥 he added.
The festival will offer a platform for experiential learning, featuring workshops, masterclasses, and sessions led by industry professionals.
Fairservice noted that 黑料社区鈥檚 majority population was aged under 40, and with that in mind the Athar Festival team had 鈥渕eticulously designed a range of initiatives and programs tailored to specifically empower young talent.鈥
He said: 鈥淭he festival will run a series of academies which encompass various creative sectors, such as design, marketing, PR, and more, crafted for individuals under the age of 30.
鈥淭hrough 12 focused academies, we will furnish younger attendees with hands-on training and development opportunities, fostering their growth and nurturing their potential.鈥
An executive marketers鈥 program, aimed at mid-level marketers seeking comprehensive career development insights, will provide sessions with industry leaders and practical knowledge sharing to speed up career progression.
And a mentorship initiative for women working in the Kingdom鈥檚 marketing communications industry will also be run.
The festival was established following the launch of the Dubai Lynx Advertising Awards and Festival of Creativity in 2007, set up to recognize creative talent throughout the Middle East and North Africa region.
鈥淪ince its foundation, we鈥檝e seen remarkable growth within the industry at a regional level, which was demonstrated recently by 黑料社区鈥檚 reception of the first-ever Grand Prix Award at the prestigious Cannes Lions International Festival of Creativity,鈥 Fairservice added.
