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?

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?

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?

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?

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?

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

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?

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?

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?

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?

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?

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?

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?

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. 

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

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?

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?

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?

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?

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

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?

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?

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?

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?

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?

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?

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?

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)

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

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.