Session Description:

In this session, Matt will share key lessons learnt from his storied career having held notable roles with Manchester United, the Olympics, Nike and EA Sports. He will dive into best practices within sports marketing with a focus on what other industries can learn, specifically shining a light on how to best understand and build deep connections with audiences.

• Why is curiosity the most important attribute in creating cultural connections?
• How is emotion a pathway to creating unbreakable bonds with customers?
• How can we use the power of stories to motivate people and customers to action?

Session Description:

As we know, gaming audiences differ significantly from traditional media consumers in their preferences, behaviours, and engagement patterns. Understanding these differences is crucial for brands looking to connect authentically with gamers. Our esteemed panellists will share insights on how to tailor strategies that resonate with this unique demographic.

• How do gaming audiences differ from traditional media consumers, and how to engage with them most effectively?
• What are the key strategies for successfully integrating gaming into branding efforts? How to choose the most suitable gaming platform?
• How to measure the ROI of the gaming campaigns?
• What are the most common pitfalls experienced when entering the gaming space, and how to avoid them?

Session Description:

Branding isn’t just about logos and slogans, it’s about weaving a captivating narrative of Saudi by leveraging the power of brands that resonate globally. It’s about capturing the essence of Saudi’s vibrant heritage – its art, architecture, cuisine, and the warmth of its people – and translating it into a compelling brand differentiation. Our esteemed panellists will discuss what aspects of Saudi culture hold untapped potential for global brand building and how these hidden gems can be brought to light.

• What emotions and values should brands evoke to create a deep and lasting connection with global audiences when showcasing Saudi culture?
• Saudi Arabia has diverse regions, each with its own unique cultural characteristics. How can branding capture and celebrate this regional diversity, while maintaining a cohesive national identity?
• How can the beauty and nuances of the Arabic language be used in branding to evoke a sense of place and cultural authenticity?
• ⁠Beyond visuals, how can brands engage other senses – smell, taste, sound, touch – to create a more immersive and memorable experience of Saudi culture?

Session Description:

Creativity is often misunderstood as a gift reserved for a select few, but in reality, it’s an intrinsic human trait that belongs to all of us. Through a series of revelations, Mohammed Bahmishan will explore how creativity is both a skill and a practice, one that can be nurtured and cultivated over time. Attendees will learn that creativity isn’t about adhering to a specific aesthetic or personality but rather about embracing one’s capacity to imagine, innovate and build. By revealing the truth about creativity — how to cultivate it, protect it, and make it thrive — the session will explain why creativity is essential for Saudi Arabia today, shaping its industries, voices and future.

• How can individuals rediscover and cultivate their creative potential, regardless of background or profession?
• What are the key ingredients needed to fuel creativity, and how can they be applied in everyday life?
• Why is creativity pivotal to the development of Saudi Arabia’s industries and global influence in the creative economy?

Session Description:

This session will provide attendees with a rare, behind-the-scenes look into the mindsets, creative processes and leadership approaches of some of the most influential CCOs in the creative industry.

• How do the panellists define creativity and how has this definition evolved with the changing landscape of the industry?
• Speakers will share their most favourite and memorable creative campaign, delving into the reasons for its success or failure
• What are the key challenges faced by Chief Creative Officers in fostering an environment of innovation and creativity within their organisation, especially in the context of Saudi Arabia’s unique market and cultural landscape?

Session Description:

As the industry evolves, understanding the unique strengths and contributions of each type of agency becomes essential for brands aiming to navigate the complexities of today’s market. We will delve into what defines a good agency, examining how local agencies leverage their intimate knowledge of cultural nuances, while global agencies bring a wealth of experience and resources to the table. Ultimately, this session aims to uncover if one type of agency is more suitable for the Saudi market or if it is collaboration and partnerships that win the game.

• What do local and global agencies each bring to the table?
• How do creative strategies differ when it comes to local versus global agencies?
• When it comes to innovation and new technologies, is local implementation faster or are global agencies at a competitive advantage?
• Is there more collaboration or competition between local and global agencies in the Saudi market? Are there any successful examples of partnerships that have enhanced campaign outcomes?

Session Description:

This session will explore how creative strategies can embrace Saudi stories while harnessing the Kingdom’s momentum by tapping into its evolving cultural pulse. Through key case studies from Adidas, EWC, and the Saudi Tourism Authority, we will showcase how brands can align with the Kingdom’s current cultural movements to propel local narratives onto the global stage.

• How can bold, innovative approaches empower cultural storytelling and contribute to the Kingdom’s dynamic growth and influence?
• What are the key elements that make a campaign resonate locally while still being relevant on a global scale?
• How can brands effectively capture and amplify the unique spirit of Saudi Arabia’s cultural transformation in their campaigns?

Session Description:

How can one reposition a brand whose claim is to be incomparable? Our world today is characterised by uncertainty and constant change. To be successful in such an environment, it is necessary to evolve continuously. This applies even to the world’s most iconic brands like BUGATTI. BUGATTI had the ambition to move out of the category of ‘hyper-cars’ into a more holistic luxury experience. Defining a new identity was a big step towards this ambition. Learn how the brand has evolved to encapsulate the iconic heritage, giving room to its unique elements, such as the EB logo, while at the same time opening up to an entirely new world of luxury experiences through strategic partnerships.

• How can such a well-known and strong brand like BUGATTI continue to evolve?
• How can a brand be elevated to a new level without diluting its core?
• How can the business behind the brand open up new growth opportunities while preserving the brand’s legacy?

Session Description:

As the Kingdom undergoes significant transformation under the Vision 2030 initiative, this session will delve into the pivotal role that the entertainment and tourism industries are playing in this evolution.

• How are the entertainment and tourism industries changing and what are the catalysts for this transformation?
• How can Saudi Arabia leverage its unique cultural and historical assets to become a new hub for tourism and entertainment globally? What are the challenges to achieve this and how can they be addressed?
• How is the collaboration between public and private sectors being facilitated to promote these industries?

Session Description:

Legacy brands such as NBA, Chanel, Coca-Cola and Rolex have all stood the test of time and will continue to delight for years to come. But what is the secret formula that gives these brands the gift of longevity? According to Siegel+Gale, the answer lies in a blend of innovation and heritage led by the guiding principle of simplicity. This insightful session will take the audience through the annals of brand history, revealing the timeless principles that underpin the success of iconic household names, including Fabergé©, Tirlán and DXC.

• How to navigate changing consumer expectations while staying true to their cultural essence?
• How does the fusion of innovation and tradition not only cement a brand’s place in history but also propel it forward into the future, bringing the brand’s employees along for the ride?
• How to strike the balance between honouring heritage and embracing evolution, ensuring your brands remain relevant and revered for generations to come?

Session Description:

Connect with industry peers, thought leaders, and potential collaborators over lunch. The Networking lunch is designed to foster meaningful conversations and relationship-building. 

Venue: Basement Tea Garden

Session Description:

Connect with industry peers, thought leaders, and potential collaborators over lunch. The Networking lunch is designed to foster meaningful conversations and relationship-building. 

Venue: Basement Tea Garden

Session Description:

This dynamic session will bring together industry veterans who will explore the subtleties and strategic considerations involved in building and rebranding brands as well as the cultural nuances of the vibrant and rapidly evolving Saudi Arabian market.

• When is the right time for a brand to go through rebranding? What are the critical factors that signal the need for a rebrand in the Saudi context?
• What cultural nuances should you keep in mind when building a brand or rebranding in Saudi?
• What metrics and KPIs can be used to measure the success of branding initiatives and rebranding efforts in Saudi Arabia?
• How to strike a balance between maintaining a brand’s local relevance in Saudi Arabia and expanding its appeal to a global audience, and what strategies have proven successful in achieving this balance?

Session Description:

More content on more channels means creative quality is dropping. It doesn’t need to be that way, though. If you test your content at scale, then you can constantly improve. This session will discuss how to stop bad ads, how to stop wasting money and how to stop filling the internet with rubbish. AI-powered creative effectiveness experts from DAIVID have tested large numbers of TikTok videos so you can learn about attention-grabbing content, posts that make you feel something, and ultimately how to be effective in social.

• What are the cornerstones of a world-class social strategy?
• What drives attention and emotions in social creative?
• What are the watchouts for social creative which are often overlooked? How can you avoid creating content which will simply be forgotten or, even worse, might do your brand harm?
• How to brief influencers effectively to meet brand goals?

Session Description:

Saudi Vision 2030 is driving the development of many new, impactful, ambitious and exciting brands – all of which require music for their communications, content, locations and events. However, with all brands driven under the same vision, how can they effectively avoid all sounding the same, while still driving the same goals and values? Differentiation, uniqueness and a strategic vision of sound are essential for Saudi brands to stand out and create their legacy on a global stage under Vision 2030. This session will explore how to achieve this through sonic branding by leveraging examples from MassiveMusic’s recent work with AROYA Cruises, BSF and more.

• How has Vision 2030 affected brands’ music choices?
• What are the benefits of using strategic and branded music?
• How can brands use sonic branding to create value and differentiation on a local and global scale?
• How can the sound of Saudi brands support Vision 2030?

Session Description:

Being a veteran of the creative industry, Sir Martin Sorrell will explore the transformative journey the industry went through with a special focus on the role of creativity and technology. Being an inspiration for many, he will share his thoughts on what is the recipe for success in our competitive and fast-paced sphere.

• Given the significant changes that the creative industry has undergone over the past decades, what key trends have been driving this transformation and continue to shape the industry’s future direction?
• Why is creativity regarded as such a vital asset within our industry?
• What is the practical impact of AI on the industry? What innovation avenues can be unlocked at the intersection of creativity and technology?
• What does it take to be successful in the creative industry?

Session Description:

This panel discussion is a unique opportunity to see some of the most influential leaders in the industry step out from behind the boardroom table and share a more personal side of their journey. Leadership today is not only about strategy or business success but also about purpose and integrity. The attendees will have a chance to hear how these esteemed leaders have evolved through their own experiences — both personal and professional, and the lessons learnt along the way.

• What are the core values and principles that you refuse to compromise on, no matter how tough the situation gets?
• How do you define success, and has your definition evolved over time?
• What keeps you inspired?
• As a CEO, how do you manage your personal life with the intense demands of running the company? When you want to completely unplug yourself from work, what do you do?
• If you could go back to your younger self when you first stepped into a leadership role, what advice would you give to yourself?

Session Description:

It’s been almost a year since Google’s AI chat Gemini was launched in Saudi Arabia and the rest of the MENA region. As a marketer accustomed to established products, launching a new product in a just-established category (AI Consumer Tools) in Arabic presented an entirely new adventure. In this insightful session, Dina Barakat, Consumer Marketing Lead from Google, will walk you through this journey, highlighting the insights she gained from Saudi.

• How did we adapt Gemini’s language model to cater to the nuances of Arabic dialects and the unique bilingual blend?
• In what unique ways are Saudis using AI in their daily lives, both professionally and personally?
• What strategies can we employ to leverage Saudi Arabia’s tech-savvy population and their enthusiasm for AI adoption?

Session Description:

In an era where consumers demand authenticity and social responsibility, purpose-driven marketing has emerged as a powerful strategy. This approach goes beyond traditional marketing objectives, aiming to create a deeper connection with consumers by highlighting the company’s values and commitment to making a difference. 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, securing a more loyal customer base.

However, the line between genuine purpose and ‘purpose-washing’ can be thin. Consumers are quick to spot inauthenticity, and a misstep can lead to accusations of exploitation and damage to the brand’s reputation. This session will examine how to move beyond superficial gestures and create meaningful impact, resonating with a new generation of conscious consumers who are 79% more likely to be loyal to purpose-driven brands (source: Deloitte).

• What are the essential elements of an authentic and impactful purpose-driven campaign?
• How can brands measure the effectiveness of their purpose-driven initiatives and demonstrate ROI?
• What are the common pitfalls of ‘purpose-washing’ and how can brands avoid them?
• What are some inspiring case studies and examples of purpose-driven brands in KSA and globally, and what lessons can we learn from their success?

Session Description:

In this engaging fireside chat speakers delve into the strategies and initiatives aimed at propelling Saudi music onto the global stage. From cultural shifts and industry growth to technological innovations and international collaborations, we will explore the challenges and opportunities facing Saudi musicians and the role of the Saudi Music Commission in fostering a vibrant music scene that resonates worldwide.

• How do recent cultural changes in Saudi Arabia, such as the rise of live music events and the establishment of different initiatives, impact the music industry?
• What challenges do Saudi musicians face in reaching a global audience?
• What is the importance of international collaborations and partnerships in promoting Arabic and Saudi music globally?
• How can the Saudi Music Commission’s efforts to provide music education and training help nurture local talent and prepare them for the regional and global stages?

Session Description:

This is the story behind this year’s Grand Prix Outdoor winner at Dubai Lynx. How CSR, when taken seriously and genuinely, can not only do good but impact a brand’s performance. Learn how creative CSR can demonstrate business pillars and differentiate your brand in a crowded space by creating an emotional connection even in the B2B space.

• How can CSR impact a brand and a business?
• What is the right way to do CSR?
• How can creativity elevate CSR?
• Why are CSR and purpose so important in the modern world?

Session Description:

Historically, creative movements such as the Italian Renaissance and the Bauhaus have attracted the world’s best and brightest minds, fostering innovation and artistic expression through favourable cultural and economic conditions. The Bauhaus movement in early 20th-century Germany exemplified this, drawing architects, designers, and artists united by a vision of merging art, craft, and technology, ultimately influencing design and architecture worldwide.

Saudi Arabia’s Vision 2030 is today’s magnet for talent: architectural, artistic and creative. Through mega projects like King Salman Park, NEOM, the Red Sea Project and Qiddiya, Saudi Arabia is attracting the world’s best minds across many creative disciplines.

• What can we learn from previous creative movements, particularly in architecture, to enhance Saudi Arabia’s creative landscape and drive innovation across marketing and communications?
• What can a wider creative community learn from architecture?

Session Description:

In a marketing landscape with limited resources, creativity can take a hit. This session explores the concept of Jugaad (frugal innovation) and its potential to transform marketing challenges into opportunities. By embracing resourcefulness and out-of-the-box thinking, marketers can unlock a wellspring of creative solutions. This session will explore practical strategies like brainstorming with constraints, fostering collaboration with internal and external partners, and leveraging technology as a force multiplier. To illustrate the power of Jugaad, Kim Mascarenhas will showcase real marketing campaigns that triumphed despite limitations.

• What is Jugaad and how can it transform marketing challenges?
• How can we unlock creativity even when resources are scarce?
• How to implement the Jugaad mindset in daily marketing work?

Session Description:

The transformation of the Kingdom has only just begun. Any brand created today needs to flourish, as we accelerate towards the Vision 2030 and everything that lies beyond. New brands should not just keep pace but aspire to be at the forefront, as the transformation of the Kingdom continues. This session will explain how the BSF brand is based on the principles of an operating system – designed to establish intuitive foundations and continually respond, update and evolve. We will explore the ideas of designing tools, not rules, and creating a brand that lives seamlessly across physical and digital realms, unifying everything from billboard to button, and creating a brand that scales and personalises from personal customer to multinational corporation.

• What makes a Saudi brand unique? How can heritage, legacy and tradition inspire innovation?
• What is the role of purpose and brand story in creating brands that have an emotional resonance with audiences?
• How to create brands that are fit for the future, blending tradition and innovation whilst staying true to the roots of a business?

Session Description:

As an award-winning brand strategist to the world’s most iconic Fortune 500 companies, celebrities and governments, Beth will share how building a brand, starting a movement and making a difference all come down to the stories we tell. In this enthralling talk, Beth will share her three secrets to creative storytelling, along with powerful examples of how to use them in business and why they work every time.

• What common mistakes do brands make when attempting to tell impactful stories, and how can these be avoided?
• What are the key elements that differentiate a good story from an unforgettable one?
• What storytelling techniques consistently deliver results across industries and sectors?

Session Description:

We have been talking about AI for quite some time now, and yet this is just the beginning. It will go through a few more phases before the dust settles and we achieve cruising speed. After the current stage of AI Experimentation, we will go through AI Acceleration before we reach AI Elevation. To get to this stage sooner and better prepared, PHD has conducted an exclusive research of 700 marketers from around the world with WARC. It anticipates the disruption to marketing executive functions and frames the need for re-skilling.

• What are the current knowledge and adoption gaps between ambition and reality?
• How can you be better prepared for AI Elevation?
• What are the seven executive functions that comprise the capabilities and actions required to deliver end-to-end marketing activities? What is the role of AI and the role of humans across each one of them?

Session Description:

Head on over to the Tajalla Creative Agency activation in the Hala Connect area and submit your unexpected chair design. Shortlists will be announced at 12:50 on 6 November on the Strategic Stage. 

To know more, visit The Unexpected Chair Design icon on the Festival app or visit the Tajalla Creative Agency activation in the Hala Connect area. 

Session Description:

Head on over to the Tajalla Creative Agency activation in the Hala Connect area and submit your unexpected chair design. Shortlists will be announced at 12:50 on 6 November on the Strategic Stage.  

To know more, visit The Unexpected Chair Design icon on the Festival app or visit the Tajalla Creative Agency activation in the Hala Connect area. 

Session Description:

AI has been a buzzword for quite some time, but beyond the hype, what is truly interesting is its potential to reshape the creative landscape. AI is not just a tool for automating tasks, it is becoming a critical partner in creative processes, enabling teams to think bigger, create smarter and execute faster. Let’s explore together how AI can be a force multiplier for creativity and effectiveness in our industry.

• Is AI in marketing and advertising more about enhancing creativity, improving operational efficiency, or both? What has been your primary focus so far?
• How can AI be used as a tool to inspire creative teams during the ideation phase?
• In what ways can AI streamline the journey from creative concept to final execution? Are there specific tools or workflows that can significantly speed up this process?
• How can AI-driven predictive analytics be leveraged to forecast campaign success and tailor creative strategies accordingly?

Session Description:

Ever wondered how your favourite sports teams consistently engage with fans and build brand loyalty? The secret lies in their masterful communication strategies! This talk dives into the playbook of professional sports organisations, revealing practical approaches you can implement in your own communication efforts.

• Discover how sports teams tailor their communication for different audiences and events, from light-hearted social media posts for the game day to formal press releases for major announcements
• Explore the strategies used by sports organisations to craft engaging content that resonates with fans, fosters a sense of community and drives results
• Learn how sports teams weave narratives around athletes, rivalries and victories to create emotional connections with their audiences
• Uncover the key performance indicators (KPIs) used by sports organisations to track the success of their communication strategies and adapt accordingly

Session Description:

This interactive fireside chat delves into the concept of brand love and explores how it remains a vital driver of brand consideration and value, despite the industry’s fluctuating enthusiasm towards it. Much like a marriage, where loving and being in love can feel different, this session aims to reignite the spark and uncover the secrets behind sustainable ‘love’ strategies for brands.

• Which brands have successfully sustained brand love over the decades, and what strategies did they use?
• Is the approach to brand love universal, or do regional markets, like Saudi Arabia, require different strategies?
• What are the biggest challenges in nurturing brand love in the Middle East, and how can brands overcome them?
• What practical tips and lessons can be applied to create and sustain brand love in today’s dynamic market?

Session Description:

In this session, each of our esteemed speakers will showcase their most memorable campaign and share the stories behind them. Afterwards, we will dive into a series of rapid, business-oriented questions where the panellists will provide sharp insights into the industry, their strategies, and what it takes to succeed in this competitive environment. Get ready for an inspiring and fast-paced discussion that highlights the power of creativity in the ever-evolving Saudi market.

• In one sentence, what makes a campaign stand out in today’s crowded market?
• What is the one word that defines your brand philosophy?
• What is the biggest challenge facing creative agencies today?
• What is the most misunderstood aspect of the Saudi market?

Session Description:

This session will take on a transformative journey into the subconscious, unlocking new paths for creative brainstorming. Using techniques like automatic drawing, dream analysis, and intuitive mind mapping, attendees will tap into hidden creative potential. Through dynamic exercises and discussions, they will explore and articulate subconscious insights, uncovering unique patterns that drive innovation. As the workshop progresses, participants will blur the lines between conscious thought and subconscious inspiration, leaving equipped with fresh techniques to enrich their creative projects with deeper insights for breakthrough ideas.

• How do techniques like automatic drawing and dream analysis unveil untapped wellsprings of creativity?
• What innovative approaches can we embrace to harness the power of subconscious exploration during brainstorming sessions?
• How does delving into our inner landscapes foster unconventional thinking and spur ingenuity?
• What actionable strategies can we employ to seamlessly integrate subconscious exploration into our creative process and problem-solving methodology?

Session Description:

This talk will explore the strategic thinking and processes behind using humour effectively in a culturally diverse region. Saleh will showcase how jokes resonate differently across Middle Eastern cultures with examples such as the ‘Iftar dilemma’ – a humorous take on communal fasting during Ramadan. Join this insightful presentation to learn the method for creating content that is both entertaining and culturally respectful. Saleh will emphasise the importance of research, empathy and adaptability in bridging cultural gaps. Additionally, he will address potential pitfalls and ethical considerations when using humour in a multicultural context.

• How can humour transform creative work in the Middle East?
• What are some practical strategies to integrate humour into creative work?
• What challenges should one be mindful of when using humour in creative work in Saudi Arabia?

Session Description:

Saudi Vision 2030 aims to create a vibrant society, a thriving economy and an ambitious nation. This overarching agenda has been guiding public and private sector investments, serving as a foundational inspiration to the creative sector. Saudi Arabia today is branded as a premiere tourist destination, a gaming and e-sports hub, a financial district and a powerhouse of creativity and innovation. This panel will bring together strategic leaders from various sectors to discuss what Saudi Arabia stands for as a brand, and how the creative industry has been contributing to nation-branding internally and externally.

• How has your industry contributed to the nation-branding of KSA?
• How has the local creative sector in KSA shaped the nation’s image?
• Is there a need for more cross-branding and collaboration among various sectors to reinforce its positioning?

Session Description:

As we navigate the evolving landscape of marketing and advertising, understanding how to engage consumers in a culturally nuanced way has never been more critical. Today’s session will delve into the dynamics of emotional versus rational appeals and uncover which strategy resonates more profoundly with Saudi audiences.

• Saudi Arabia has a unique cultural heritage, which approach – emotional or rational – resonates better with consumers? Does it differ across demographics or industries?
• Are there specific occasions or contexts where emotional appeal is more effective than the rational and vice versa?
• From a psychological perspective, emotions often drive immediate actions, whereas a rational approach tends to build long-term confidence. What does that mean for brand campaigns?

Session Description:

Serving as the perfect opportunity for attendees to unwind and network, with a backdrop of music and conversation – it’s the ideal place to gather to celebrate after Day 1 of the Festival. 

Venue: Mosaique Terrace

Session Description:

Serving as the perfect opportunity for attendees to unwind and network, with a backdrop of music and conversation – it’s the ideal place to gather to celebrate after Day 1 of the Festival. 

Venue: Mosaique Terrace

Session Description:

This session brings together industry visionaries who will share their insights on navigating the rapidly evolving creative landscape in Saudi Arabia. As the pace of change accelerates, CMOs are tasked with adapting their strategies to stay ahead of the curve and build successful, future-proof brands.

• What strategies help adapt to rapid changes happening in the creative industry in Saudi Arabia?
• What are the top three things that are absolutely essential for building a successful brand?
• The importance of collaboration and partnerships within the industry and across industries
• What challenges are CMOs facing when it comes to emerging technology?

Session Description:

As a phase of rapid globalisation draws to a close with both technology and geopolitics up-ending global trade, businesses will not be able to grow as easily as they did before. You’d think this would be the perfect moment to call in the management consultants. But you’d be better placed to call a creative agency. Uncertain times call for bold ideas, creative thinking and design of new systems and models.

• How will a more expansive notion of creativity and design help brands and businesses solve wicked problems and unlock new pools of growth?
• What is creativity and design in inception, not in execution?·  What makes a good and transformative creative solution?

Session Description:

Saudi Arabia has embarked upon an ambitious transformation journey. This transformation is not just limited to the economic sphere but is also spilling over into society, starting to redefine the Saudi people – creating a renaissance of sorts. In this session, we will touch upon which aspects of change are enthralling the Saudi people, what tensions and dilemmas these are creating, and how brands and categories can evolve to cope with these changes. Kantar has mined millions of social conversations as well as search data over a period of five years around the topics of change, using AI/ML and human intervention to come up with insights into what aspects of change are exciting the Saudi people and identified the ones that will shape the future dialogue in Saudi Arabia.

• How have aspects such as pride, well-being, self-expression, and the role of women evolved and manifested in the modern Saudi dialogue?
• What tensions are arising from the changes observed in these aspects, and how do these tensions manifest across different categories?
• In what ways can brands address these tensions to establish meaningful connections with their audiences?

Session Description:

As the Kingdom of Saudi Arabia continues to invest in diversifying its economy, the sports industry has emerged as a powerful driver of cultural change, economic growth and international engagement. From hosting high-profile events like Formula 1 and international football matches to fostering a burgeoning grassroots sports movement, the Kingdom is fast becoming a hub for both global and local sports. Our esteemed panellists bring a wealth of diverse experience and will dive into challenges, opportunities and best practices of the sports industry within the creative landscape.

• What differentiates sports marketing from other traditional forms of marketing in the region?
• How can marketers and advertisers effectively engage with sports fan bases? What strategies have proven successful in capturing fan loyalty and driving engagement?
• How can brands maximise their return on investment in sports sponsorships? What should they look for when selecting the right sports properties to partner with?
• Beyond mainstream sports like football and motorsports, what emerging sports or niche markets show potential for growth in Saudi Arabia? How can the Kingdom nurture these opportunities?

Session Description:

In the world of automotive marketing and communication, a common issue that often arises is the misapplication of both emotional and functional messages, causing many car brands to rise and fall quickly in the Saudi market. While emotional messaging appeals to consumers’ desires and aspirations, functional messaging provides the rational justification for making a purchase. Both these elements are essential in creating a well-rounded marketing strategy that addresses both the emotional and logical aspects of consumer decision-making.

• Why is it important to understand the difference between emotional and functional messaging?
• What are the best practices, key considerations and practical tips for creating compelling campaigns that leverage the power of both emotional connection and factual information?
• What is the recipe for success in marketing automotive brands?

Session Description:

In this session, Ashish Verma, Global Head of Bloomberg Media Studios, unlocks the power of brand storytelling that goes beyond selling to create more meaningful connections with your audience.

In this session, Ashish Verma, Global Head of Bloomberg Media Studios, explores how brands can harness the art of storytelling that goes beyond selling to create more meaningful connections with their audiences. By blending creativity with strategic content marketing, Verma will showcase how storytelling can elevate a brand’s presence, drive engagement, and build long-term loyalty.

• How do you turbo-charge your advertising with content marketing?
• What role does brand storytelling need to play in your marketing mix?
• How do you balance data-driven insights with creativity when developing brand stories for global or local audiences?

Session Description:

Everyone everywhere wants to either tell a good story or listen to one. Especially nowadays, when advertising is coming back to its origins – telling a story. In the last 15+ years, Nikola has been part of very many story tales – both in TV, film and advertising. He has been on the side of the creative (as a screenwriter and creative producer) and the side of the finance (as CEO and Head of Production in a successful advertising agency). He has told stories with a budget of millions of dollars and with a budget of just a few hundred dollars. And a question that has come up hundreds of times is – how much do you pay for a good story? And the answer may surprise you.

• When it comes to storytelling, is there a direct correlation between budget and impact?
• What are some of the biggest misconceptions about the cost of storytelling in the creative industry?
• How do you assess the ROI of storytelling in advertising?

Session Description:

Entering the Kingdom of Saudi Arabia presents a wealth of opportunities for global brands driven by the country’s robust economic growth and ambitious Vision 2030 initiative. However, the journey is fraught with challenges and potential missteps that can hinder success. In this insightful session, TBWA/RAAD’s Chief Strategy Officer will uncover the top ten mistakes that big brands often make when venturing into the Saudi market and provide actionable strategies to navigate these pitfalls.

• What are the most common assumptions or misconceptions global brands have about Saudi Arabia when first entering the market?
• How can brands ensure they are truly understanding the local Saudi consumer, rather than relying on regional or global insights?
• What role does cultural sensitivity play in brand communications and marketing campaigns, and how can brands avoid common cultural missteps?

Session Description:

Music is a superpower: it’s at the heart of culture and we’ve seen and heard how music can break down borders, unite people and drive a narrative As Senior Vice President of Sync at Warner Music Group, Tim has worked across different sectors around the world helping filmmakers, brands and gaming developers tell deeper stories, create fandom and sell more products through their considered choice of music. This session will unpack some of these learnings by reviewing the intangible aspects of great songs, such as emotion and culture, but equally how science has shown us that great music speaks to us in ways that money can’t buy. Tim will also provide some practical takeaways, enabling participants to try music in new ways to better their creative work.

• How can you harness music to drive your business goals further?
• Why should you be thoughtful about your choice and use of music?
• How can you objectively assess the value of music for your campaign or message?

Session Description:

Mergers and acquisitions (M&A) have become a common strategy for companies seeking growth synergies and competitive advantages. This trend is particularly pronounced in the Kingdom of Saudi Arabia, where industries are witnessing a surge in consolidation activities. However, one of the most formidable challenges in M&A deals lies in seamlessly managing and aligning the distinct brand identities of the merging entities. This session will take you behind the scenes of one of the largest and most transformative M&A deals in Saudi Arabia’s burgeoning tourism and hospitality sector.

• What are the critical considerations from a brand-led perspective when undergoing an M&A?
• How can companies effectively unite two distinct brand cultures and create a cohesive brand identity?What strategies can align brand positioning and maximise the unified brand value?
• How can companies navigate the potential conflicts and challenges that arise when merging two established brand identities?

Session Description:

With the advent of newer and better Artificial Intelligence and powerful language-based models like ChatGPT or Midjourney, it’s becoming apparent that AI-influenced creativity is here to stay, and it’s up to us to integrate it into our processes, ensuring the highest quality standards possible. As creative leaders, it’s fundamental to understand these tools the same way we do Photoshop or 3DS Max, as at the end of the day, they are here to help creatives super-power their output, not hinder it. Zac Gould from Imagination will illustrate how to use AI in creativity effectively, reducing the amount of time to get to a great result, and what are the limitations of the current AI-based tools.

• Is AI creativity actually cheaper than traditional creativity?
• What happens to craftspeople and specialist talents that rely on a lot of the tasks that AI is replacing? 
• Does using tools like Midjourney genuinely improve the result either by output or time? Would integrating tools like PromeAI, which utilise powerful engines based on sketches and artistic input, be an effective solution?

Session Description:

This engaging session will explore the complexities of marketing to Gen Z and Gen Alpha. In an era where these younger audiences are described as discerning, selective, and challenging to engage, Nabil will offer honest and unfiltered insights on how brands can build meaningful connections. Rather than focusing on superficial rebranding or aesthetic overhauls, the key lies in genuine reinvention grounded in values that resonate with youth. He will also discuss the importance of balancing modern messaging with nostalgia, as younger generations seek authentic connections not only with brands but also with the past.

• How can brands effectively identify the core values that resonate with these younger audiences?
• What are the most common mistakes brands make when marketing to Gen Z and Gen Alpha?
• When does rebranding or repackaging become unnecessary, and how can brands recognise that?
• How can marketers foster meaningful dialogues between generations within their campaigns?

Session Description:

In the dynamic world of advertising the ability to tell compelling stories is a powerful tool for brands. This session will delve into how post-production techniques can significantly enhance brand storytelling. We will explore the critical role of narrative structure, the strategic use of visual and auditory elements, and the importance of cultural sensitivity in crafting advertisements that resonate with local audiences. Through relevant examples, attendees will gain practical insights and tips on how to elevate their storytelling through meticulous post-production.

• What are some of the effective techniques to enhance storytelling?
• How to incorporate local traditions, values and customs into the storytelling process?
• What is important for maintaining a cohesive story?

Session Description:

The creative industry is undergoing an immense transformation, as we stand at the intersection of innovation, sustainability, and technological advancement. This panel discussion promises to illuminate how these different elements are reshaping our strategies and practices in an increasingly complex marketplace.

• How does innovation and digital transformation impact creative strategies?
• How is the role of sustainability evolving and how does it impact brand reputation and consumer trust?What skills will marketers and creatives need to thrive in the changing world?
• What are the biggest industry changes you envision five years from now in KSA, MENA and globally?

Session Description:

Studies suggest that traditional media channels often enjoy higher levels of trust and credibility compared to digital platforms. At the same time, digital media allows for more personalisation, interactivity and consumer engagement. So, the question is, will digital media outplay the traditional one, or is there a space for both?

• How does creative storytelling differ between traditional and new media?
• How do the costs and ROI compare across both mediums?
• How can brands create complementary strategies that leverage both traditional and digital media? Is it always the best choice to use both mediums?
• How do you foresee the future when it comes to the use of both traditional media and new media in Saudi Arabia, regionally and globally?

Session Description:

The human mind is a complex and intriguing machine with thoughts, emotions and biases constantly influencing our decisions. This session will explore how principles from psychology, neuroscience and behavioural economics can be harnessed to drive specific behaviours and create more effective and persuasive marketing campaigns.

• What are the most common cognitive biases that affect our decisions as individuals and as a society?
• How can behavioural science principles enhance marketing strategies to influence a specific behaviour?
• How do brands & marketers apply behavioural insights? (including real-world examples – both ethical and not-so-ethical)

Session Description:

Join us for the announcement of the winners of the Young Talent Academies and celebrating the best emerging talent from the Kingdom, as they step into the next chapter! We will also announce the shortlists of the Tajalla Unexpected Chair Competition. 

Session Description:

Connect with industry peers, thought leaders, and potential collaborators over lunch. The Networking lunch is designed to foster meaningful conversations and relationship-building. 

Venue: Basement Tea Garden

Session Description:

Connect with industry peers, thought leaders, and potential collaborators over lunch. The Networking lunch is designed to foster meaningful conversations and relationship-building. 

Venue: Basement Tea Garden

Session Description:

The only Awards for Saudi creative marketing, aligned with Saudi Vision 2030. Join us to celebrate the best campaigns, individuals and teams of the last two years. A night to remember, with entertainment, food and a celebration of the best in our field along with senior leaders of agencies, brands and government in the region. Due to the overwhelming response, we are sold out for the Awards. Please contact info@atharfestival.com to check for availability.

Session Description:

The only Awards for Saudi creative marketing, aligned with Saudi Vision 2030. Join us to celebrate the best campaigns, individuals and teams of the last two years. A night to remember, with entertainment, food and a celebration of the best in our field along with senior leaders of agencies, brands and government in the region. Due to the overwhelming response, we are sold out for the Awards. Please contact info@atharfestival.com to check for availability.