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The curtain fell on the third edition of Athar – Saudi Festival of Creativity, the Kingdom’s largest gathering for the creative marketing industry, with a dazzling celebration at the Athar Awards 2025. The event honoured 87 groundbreaking campaigns, creators, and brands from across the region, marking a powerful conclusion to two days of insight, innovation, and inspiration.

This year’s edition was Athar’s biggest yet, drawing 3,128 attendees, over 200 speakers, and 100+ hours of content. The festival reaffirmed its mission to shape the region’s creative future and elevate Saudi Arabia’s position on the global creative stage.

Athar Awards 2025: A Night of Creative Triumph

The Athar Awards gathered the region’s brightest creative marketing and communications professionals under one roof. Out of 274 finalists across 35 categories, 87 winners were announced — including 36 Gold, 34 Silver, and 17 Bronze awards — selected through a multi-stage judging process involving more than 80 industry experts.

VML emerged as the standout winner of the night, claiming 22 trophies across campaign, individual, and team categories, including seven Gold, ten Silver, and five Bronze. SRMG Labs also made a strong impact with four Gold and three Silver wins.

Speaking at the ceremony, Ian Fairservice, Chairman of Athar Festival and Managing Partner of Motivate Media Group, said:

“Athar Festival’s third edition has exceeded our expectations on every level. This year’s Athar Awards celebrate the extraordinary creativity and innovation that continue to place the region’s marketing ecosystem firmly on the global map.”

Mohamed Al Ayed, Vice Chairman of Athar Festival and CEO of TRACCS, added:

“Athar Awards have become a symbol of progress, celebrating Saudi talent as one of the nation’s most valuable assets — and Saudi creativity as one of its most valuable exports.”

Inspiring Voices and Thought Leadership

Day Two of the festival featured an impressive lineup of thought leaders who shared insights on creativity, purpose, and human connection.

• Ahmed Helmy, acclaimed actor and comedian, explored humour as a universal language in creative communications, highlighting precision, timing, and audience empathy as keys to success.

• Jo Malone CBE discussed the art of endurance in brand building, drawing on her journey of building globally beloved brands through authenticity and intuition.

• Mo Gawdat, author and former Google X executive, challenged audiences to redefine creativity in the age of AI, examining how emerging technologies are transforming imagination, loyalty, and decision-making.

Al Ayed noted, “The strength of our sector lies in its people — their passion, curiosity, and shared belief in creativity as a driver of progress. Today’s sessions perfectly reflected that spirit.”

Exploring the Future of Creativity

The festival’s content-rich agenda delved into topics shaping the creative and communications landscape — from AI-driven innovation and data storytelling to influencer marketing, DEI, and gaming culture. Each session underscored how authenticity, empathy, and inclusion are redefining the relationship between brands and audiences.

Athar Festival 2025 by the Numbers

• 3,128 attendees

• 200+ speakers

• 39 panel discussions, 26 presentations, 9 interactive sessions, 6 keynotes, 9 fireside chats, 8 masterclasses

• 100+ hours of curated content and live experiences

Closing the festival, Fairservice remarked:

“Athar Festival has successfully captured the imagination of one of the world’s most dynamic creative communities. Every edition brings new ideas, new voices, and new collaborations — and 2026 promises to be even more extraordinary.”

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