Science & Technology

Saudi Arabia Emerges as Regional Creative Hotspot

Saudi Arabia is quickly becoming a regional creative hotspot, thanks to a combination of government support and a new generation of talented artists and marketers.

 

The Kingdom’s creative achievements have been recognized on the international stage, with Saudi Arabia winning its first Grand Prix at the 2023 Cannes Lions Awards. The winning campaign, “The Subconscious Order,” was created by Wunderman Thompson KSA for Saudi food delivery giant Hunger Station. The campaign used AI-powered restaurant curation to help customers cut down on scrolling time and make decisions more easily.

 

“We have always held high hopes for the creative industry in Saudi Arabia,” said Rayyan Aoun, Executive Creative Director at Wunderman Thompson KSA. “We believed in its potential, invested in its talent, and played a role in putting Saudi Arabia on the creative map, both regionally and internationally. However, I believe we have only just begun tapping into the incredible capabilities this country holds, with its vibrant culture, ambitious vision, diverse talents, and fearless marketers.”

 

One of the most anticipated speakers at the upcoming Athar Festival is Fernando Machado, Chief Marketing Officer at the food tech leader NotCo. Machado is a veteran marketer who is known for pushing the creative boundaries to drive business growth. He led campaigns such as “Proud Whopper” and “Google Home of the Whopper” during his time at Burger King.

 

The Athar Festival, which is set to take place from November 13-16, 2023, is the largest gathering of the creative marketing industry in Saudi Arabia. The festival will feature speakers from around the world, as well as workshops, training sessions, and networking opportunities.

 

The festival is a sign of the growing importance of creativity in Saudi Arabia. As the country continues to modernize and open up to the world, its creative industries are thriving. This is good news for the economy, as creativity can drive innovation and economic growth.

 

 

The Athar Festival is the largest gathering of the creative marketing industry in Saudi Arabia. The inaugural edition will take place from November 13-16, 2023, at the Crowne Plaza Riyadh RDC.

 

The festival will feature over 80 speakers from around the world, as well as workshops, training sessions, and networking opportunities. The goal of the festival is to celebrate the power of creativity as a force for business, for change, and for good.

 

The festival is organized by Motivate Media Group and TRACCS. Motivate Media Group has been the region’s leading multi-platform content producer and co-presenter of the Dubai Lynx Festival since 2007. TRACCS is the largest independent and homegrown regional communications consultancy headquartered in Saudi Arabia.

 

The festival is open to all members of the creative marketing community, including marketers, designers, artists, and entrepreneurs. Early-bird registration is now open.

 

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