Athar Festival 2025 set to spotlight Saudi Arabia’s creative economy with biggest edition yet

Entertainment

Athar Festival 2025 set to spotlight Saudi Arabia’s creative economy with biggest edition yet

The third edition of Athar – Saudi Festival of Creativity, the Kingdom’s largest gathering for the creative marketing industry, is set to return on October 21–22, 2025 at JAX District – Diriyah Biennale Foundation. Organizers revealed the details during a press conference hosted by Motivate Media Group and TRACCS, alongside partners MBC Media Solutions (MMS) and flynas.

The 2025 edition promises to be the festival’s most ambitious yet, with 3,000+ attendees, 150+ speakers, 80+ activations, five content stages, and more than 30 award categories.

Lineup and highlights
This year’s event will feature prominent global and regional figures, including Mo Gawdat, bestselling author and former Google executive; Jo Malone, founder of Jo Loves; Ellie Norman, CMO of Formula E; and Ali Ali, co-founder and director at Good People Films.

Four new content streams — Creative Impact, Future Forward, Screen & Influence, and Luxury & Lifestyle — will explore themes ranging from AI and storytelling to influencer marketing and premium experiences.

The expanded 6,000+ square metre venue will include:

Activation Hall: hosting 80+ interactive brand experiences
Talent Hub: connecting companies with aspiring professionals
Ruwad Hub: showcasing breakthrough agencies and entrepreneurs
Networking Hub: facilitating cross-border dialogue and partnerships
Saudi Gamer Arena: dedicated to esports and gaming, one of the Kingdom’s fastest-growing industries

Additional programming includes the Young Talent Academies, Maheerah Programme, and Future CMO Academy, each aimed at nurturing new talent and empowering women in marketing leadership.

Leadership remarks
Ian Fairservice, Chairman of Athar Festival and Managing Partner of Motivate Media Group, said:

“Since its debut in 2023, Athar Festival has grown alongside the Kingdom’s creative marketing landscape. This third edition will be our boldest yet, a reflection of the industry’s boundless potential.”

Mohamed Al Ayed, Vice Chairman of Athar Festival and CEO of TRACCS, emphasized the festival’s role in empowering local talent:

“Athar is more than a festival — it is a movement amplifying Saudi Arabia’s creative potential on the global stage.”

Sponsors and partners
With more than 80 sponsors and partners, this year’s lineup includes MMS as Growth Partner and flynas as Official Airline Partner, alongside global and regional entities such as the Saudi Tourism Authority, Amazon Ads, Bloomberg Media, WPP, Omnicom Group, and King Salman Park Foundation.

Closing with recognition
The two-day event will conclude with the Athar Awards, celebrating creativity across more than 30 categories, including 14 new additions, underscoring Saudi Arabia’s rising influence in global creative marketing.