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DUBAI: TikTok will host the second edition of its annual Ad Awards for the Middle East, Turkiye, Africa, Pakistan and South Asia region in Riyadh this December.

Launched last year, the awards celebrate leading advertising campaigns on TikTok and the brands and agencies behind them.

“After the incredible creativity we saw last year, we’re excited to bring the TikTok Ad Awards to Riyadh for 2025,” said Shadi Kandil, general manager of Global Business Solutions for the Middle East, Turkey, Africa, Central and South Asia at TikTok.

He added: “These awards are about celebrating the work that goes beyond advertising to create cultural moments, inspire joy, and drive tangible business results.”

This year’s program features nine award categories, such as “It’s the Creative for Me” and “Sound On Please.”

These categories celebrate creativity, with the former focusing on campaigns based on ideas unique to TikTok, and the latter recognizing audio-centric campaigns.

The “Community Core” category highlights campaigns driven by creator and community collaborations, while “Bougie on a Budget” honors campaigns that delivered results on modest budgets.

Focused on different stages of the marketing funnel, categories such as “Full Funnel Flex,” “Big Branding Energy,” and “Goal Digger” recognize campaigns that span the entire marketing funnel, build brand awareness, and drive conversions and sales, respectively.

The awards ceremony will feature a live-voting segment, giving audiences the chance to select “The People’s Choice” award for best campaign.

Lastly, the top honor, “The Greatest Of All Time,” will go to the best overall campaign that combines creativity, media performance, and proven effectiveness.

The awards are open to brands and agencies based in ��������, the UAE, Qatar, Lebanon, Iraq, Egypt, Morocco, Kenya, Nigeria, South Africa, Turkiye, Kazakhstan, Azerbaijan, Cyprus, Pakistan, Bangladesh and Sri Lanka.

Submissions close on Oct. 31.

DIRIYAH: Diriyah Company has signed a strategic memorandum of understanding (MoU) with the Saudi Research and Media Group (SRMG) to expand collaboration in the media sector and deliver innovative projects and initiatives that further solidify Diriyah’s standing as a global destination of historical and cultural significance. The MoU also aims to amplify cultural and national narratives, reaching audiences both within the Kingdom and across international markets. 

The MoU was signed by Jerry Inzerillo, Group CEO of Diriyah Company, and Jomana Al-Rashid, CEO of SRMG. This milestone agreement sets the stage for closer cooperation in media, marketing, and cultural content, with a dedicated joint team to be established to develop initiatives that reflect the shared vision and ambitions of both organizations. 

This first-of-its-kind collaboration between Diriyah Company and SRMG spans four key areas: corporate and media communications; events, exhibitions, conferences, and visits; data and expertise exchange and knowledge transfer; as well as joint training programs, activities, and initiatives. The MoU also outlines enhanced collaboration across SRMG media platforms, the organization of visits for international media delegations to experience Diriyah, and exploring opportunities to host exhibitions, events, and joint cultural and social activities. 

The MoU builds on SRMG’s well-established expertise in analytical storytelling and its comprehensive, integrated journalistic coverage, aligning with Diriyah’s vision to effectively communicate its messages. SRMG also aims to leverage its strong partnerships with leading cultural entities and its integrated media ecosystem, combining reach, diversity, and innovation, to deliver inspiring and impactful content that supports these ambitions. 

It is worth noting that this cooperation is part of a series of strategic agreements that Diriyah Company has signed with various government and private entities. These agreements aim to support the company’s efforts in cultural and economic development and to strengthen its global presence in line with Saudi Vision 2030. The collaboration also underscores Diriyah’s commitment to developing the “Media and Innovation District,” a 250,000-square-meter hub set to become a dynamic center for media talent and projects. The district will include commercial and office spaces, residential units, and a luxury hotel, further reinforcing Diriyah’s position as a leading destination for culture, creativity, and media. 

Commenting on the MoU, Jerry Inzerillo, CEO of Diriyah Company, said: “The signing of this MoU between Diriyah Company and SRMG represents a strategic step toward enhancing collaboration in the media and marketing sectors. It aligns with our vision to be active enablers in these industries through the Media and Innovation District, currently under development within the Diriyah project, which will become a vibrant hub for media and technological creativity in the region.” 

In this context, Jomana Al-Rashid, CEO of SRMG, stated: “This MoU reinforces SRMG’s approach of building strategic alliances with influential partners who share our ambition to enrich the Kingdom’s cultural and media landscape. We believe in our pivotal role in delivering content that reflects the identity and aspirations of ��������. Through this agreement, we will support Diriyah’s vision with our integrated media solutions, combining broad reach, digital capabilities, and advanced editorial insight, to deliver high-quality content that deeply and effectively engages both local and international audiences.”