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?

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?

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?

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?

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?

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

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?

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?

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?

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?

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?

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?

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?

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. 

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?

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?

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?

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

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?

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?

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?

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?

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?

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?

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?

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?

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. 

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.