Overview – Athar 2024
The Athar Festival Content Programme is created through the Call for Content which is open for submissions to all players within the creative space including but not limited to creative agencies, media agencies, communications agencies, publishers, technology, social media platforms, advertisers, media, brands, film and music makers, government, start-ups, universities and any parallel sectors. Speaking proposals are open to companies locally and globally and should be submitted via our online portal before Friday 24 May. All submitted proposals will be reviewed and selected based on the merit of the idea and all the submitters will be notified of the outcome before Monday 1 July.
At the 2024 edition of Athar Festival, you will have an opportunity to submit a speaker proposal for one of our curated panel discussions or submit your own content proposal within one of the festival themes accompanied by your nominated speaker(s).
Curated Panel Discussions
for Your Speaker Proposals
When nominating speakers for the curated sessions, please make sure the speaker is aware and has agreed
to your nomination.
Panels
- Leaders and Visionaries: CMOs Unplugged
- Leaders and Visionaries: Chief Creative Officers Unplugged
LEADERSHIP PANELS
- Leaders and Visionaries: CMOs Unplugged
- Leaders and Visionaries: Chief Creative Officers Unplugged
Focused Panels
- Unveiling the Role of Creativity in Transforming Entertainment and Tourism in
Saudi Arabia
SAUDI ARABIA FOCUSED PANELS
- Unveiling the Role of Creativity in Transforming Entertainment and Tourism in Saudi
Arabia - Unlocking Opportunities of the Sports Industry in Saudi Arabia
- The Art of Branding – Navigating the Path from Building a Brand to Rebranding in Saudi
Arabia - Cultivating Talent in the Creative Industry in KSA
- Embracing Inclusion and Diversity and Celebrating Women’s Success in Saudi Arabia
- Uncovering the Unique Insights and Approaches for Resonating with Saudi Consumers
Trends Panels
- Storytelling in the Digital Age: Leveraging the Power of Emotions and
Authenticity - Gaming as a Branding Platform
GLOBAL TRENDS PANELS
- Storytelling in the Digital Age: Leveraging the Power of Emotions and Authenticity
- Gaming as a Branding Platform – Strategies for Success
- Environmental Sustainability as a Competitive Advantage
- Practical Applications of AI to Boost Creativity and Effectiveness
- Navigating the Future of the Creative Marketing, Advertising and Communications Industry
Perspectives
- Local Agency vs Global Agency– Who Is the Winner in the Saudi Market?
- Traditional Media vs. New Media: Is…
CONTRASTING PERSPECTIVES
- Local Agency vs Global Agency– Who Is the Winner in the Saudi Market?
- Traditional Media vs. New Media: Is Traditional Advertising Still Relevant in the
Digital Age? - Emotional Appeal vs. Rational Appeal: Which Approach is More Effective in Influencing
Consumer Behaviour in Saudi Arabia? - Mass Marketing vs. Niche Marketing: Is it Better to Target a Broad Audience or Focus on
a Specific Segment in Saudi Arabia? - Authenticity vs. Aspiration: Should Brands Reflect Realistic Lifestyles or Idealised
Aspirations in Saudi Advertising?
Call for Content Themes
for Your Content & Speaker Proposals
When nominating speakers for the curated sessions, please make sure the speaker is aware and has agreed
to your nomination.
IN SAUDI ARABIA
Saudi Arabia is a rapidly growing market driven by a youthful tech-savvy population,
increasing consumer spending and a growing appetite for digital media.
CREATIVE INDUSTRY IN SAUDI ARABIA
Saudi Arabia is a rapidly growing market driven by a youthful tech-savvy population,
increasing consumer spending and a growing appetite for digital media. The government’s
Vision 2030 plan, which aims to diversify the economy and reduce dependence on oil, has
created business opportunities for many sectors. With giga projects such as NEOM, the Red
Sea Project, Qiddiya and Diriyah, the country demonstrates its commitment to creating a
modern and forward-looking society that is open to innovation and change.
With the right approach, the creative industry can take advantage of the opportunities
presented by this dynamic and rapidly growing market. However, the key to success is
understanding the local culture and customs, which can help create resonating campaigns that
touch the core of the local hearts. Let us know what ground-breaking campaigns your company
has done in Saudi Arabia.
- Creativity in the sports, entertainment, art and tourism industries
- Creativity in the public sector
- Utilising gaming industry
- Attracting, nurturing and retaining the best talent
- Local relevance and the value of local insights
- Presenting Saudi brands globally
- Founding Day and National Day campaigns
- Saudi giga projects
- Women’s empowerment, diversity and inclusion
- What does Vision 2030 mean for brands and agencies?
GROW BRANDS
Growing a brand is a complex process that requires a well-crafted strategy that
aligns with the business’s goals and values
STRATEGIES TO GROW BRANDS
Growing a brand is a complex process that requires a well-crafted strategy that aligns with
the business’s goals and values. Potential strategies have so many facets like understanding
the needs of your target audience, developing a unique brand voice, visual identity and
messaging that differentiates the brand from competitors and creates an emotional connection
with consumers. Additionally, brands can leverage social media and other platforms to engage
with customers, build relationships and create a sense of community around the brand. How do
you create a sustainable growth strategy that focuses on long-term success?
- Shaping creative integrated marketing and communication strategies
- Developing brand identity, brand strategy and positioning; growing brand value
- A journey of companies going through rebranding or brand repositioning
- Strategic co-creation, collaboration and co-branding
- Using storytelling, visual storytelling or integrated storytelling to create an
emotional connection with your audience - Measuring ROI and success
- Maximising creative effectiveness
- Saudi-first marketing strategies
- Gaming as an advertising medium
- Measuring ROI of social media platforms
- Content creation and influencer marketing
- Understanding your customers – hyper-targeting, hyper-personalisation,
customer-centricity - Omni-channel marketing
- How to navigate through the informational noise
- Production and post-production
- Targeting younger generations (Gen Z and Gen Alpha)
MARKETING
A purpose-driven marketing strategy goes beyond traditional marketing objectives of
sales and brand recognition, aiming to create a deeper connection with consumers by
highlighting the company’s values, social responsibility,
PURPOSE-DRIVEN MARKETING
A purpose-driven marketing strategy goes beyond traditional marketing objectives of sales and
brand recognition, aiming to create a deeper connection with consumers by highlighting the
company’s values, social responsibility, and commitment to making a difference. The marcom
industry has the power to bring about positive change in society by raising awareness about
important social or economic issues, advocating environmental sustainability, and engaging
in corporate social responsibility (CSR) initiatives. By promoting fair trade products,
supporting local communities, and engaging in philanthropic initiatives, businesses not only
help alleviate poverty and promote social and economic development but also improve their
brand image which, in turn, helps secure a more loyal customer base. Does your company have
any social responsibility initiatives that foster positive change and social innovation?
- Addressing environmental sustainability, ESG and CSR
- Raising people’s awareness about important social or economic issues
- Helping reduce poverty, improving living conditions
- Understanding the consumer behaviour of Gen Z and Gen Alpha
- Authenticity and transparency of your campaigns, building trust with consumers
& TECHNOLOGY
Artificial Intelligence (AI) and technology have become an integral part of the
creative marketing, advertising and communications industry, transforming the way
businesses work.
ARTIFICIAL INTELLIGENCE & TECHNOLOGY
Artificial Intelligence (AI) and technology have become an integral part of the creative
marketing, advertising and communications industry, transforming the way businesses work. AI
has enhanced customer segmentation, optimised ad placement, and improved content creation,
resulting in higher engagement, conversion rates, and ROI for businesses.
Furthermore, with the rise of digital media and tech platforms, marketers have access to a
wealth of data and insights that allow them to create more targeted, personalised campaigns.
Artificial Intelligence, Virtual and Augmented Reality, and social media platforms have made
it possible for marketers to reach consumers in new and innovative ways, creating more
engaging and immersive experiences. We are looking for the most exciting and innovative
technology applications to share with the Athar Festival audience.
- Practical applications and implementation of generative AI
- Covering AI/data/technology talent gap through partnerships
- Understanding customer behaviours and habits through data analytics and visualisation
- Creating immersive customer experience (AR, VR, Metaverse)
- Successful blockchain case studies
- Virtual characters and influencers in the creative space
CREATIVITY
Creative ideas are essential for producing successful campaigns that engage and
resonate with audiences. Inspiration can come from a variety of sources,
UNLEASH YOUR CREATIVITY
Creative ideas are essential for producing successful campaigns that engage and resonate with
audiences. Inspiration can come from a variety of sources, including cultural trends,
consumer behaviour and insights from data & analytics. Creative teams often engage in
brainstorming sessions, where they share ideas and build on each other’s concepts to develop
a campaign that is fresh, original and impactful. Effective idea generation requires a
culture of collaboration, experimentation and an openness to new unconventional ideas. Tell
us how you unleash your creativity and what inspires you to develop campaigns that stand out
from the competition.
- Neuroscience – how do we make our choices?
- Decoding emotions and their relevance for the creative industry
- Humour in different cultures
- Innovative ways to brainstorm
- How do you crack a creative idea?
- Getting inspiration from multicultural experiences
- Getting inspiration from other industries
- Tangible ways to measure the importance of creativity
- The importance of mental health
SECTORS
Marketers may draw inspiration from other industries, such as fashion, design, films,
music, art and architecture, to infuse their campaigns with a unique…
PARALLEL SECTORS
Marketers may draw inspiration from other industries, such as fashion, design, films, music,
art and architecture, to infuse their campaigns with a unique and creative perspective. By
incorporating elements from parallel sectors, marketers can tap into the emotional and
aesthetic appeal that these industries evoke and apply it to their campaigns. Furthermore,
cross-industry partnerships and collaborations not only offer brands the opportunity to
differentiate themselves but also present a chance to reach new demographics and expand
their customer base. We very much welcome submissions from any parallel sectors.
- Film, music and animation production and post-production
- Experiential marketing
- Branding and design
- Architecture and design
- Art and fashion
- Partnerships and collaborations across different industries, co-branding
Content Timeline
How Can You
Make Your Proposal
Stand Out?
- The best talks are those that focus on a single idea and really delve into it – we are looking for innovative ideas, their practical applications and relevance to current challenges
- Be specific – thoroughly planned, well-crafted, detailed narratives result in the best sessions
- Don’t be shy to share what you have learned from your failures, as this adds a lot of authenticity to your submission and it’s something that Athar delegates appreciate a lot
- If you’re exploring a topic don’t simply share your own viewpoint or use your work as an example. Include an analysis of the great work of others as well
- Explain why and how and think about what it means for the future of this industry
- Sessions, where agencies co-present with brands, tend to be the most popular and well-attended
- Sales presentations or showreels of work disguised as a talk won’t impress the audience. Include case studies that the audience can learn from, explore the opinions of others and explain the backstory of your views
