From left, Jason Foo, CEO of BBD Perfect Storm and UKAEG Leadership Board; Taha Alsafi, Founder and CEO of Red Impact; and Aisling Conlon, International Director for UK Advertising at the Advertising Association.The Advertising Association’s UK Advertising Exports Group (UKAEG), in partnership with the British Embassy and Athar Festival, hosted the inaugural UK and Saudi Arabia Advertising Leadership Reception in Riyadh on 20 October.
The event celebrated the friendship between the UK and Saudi Arabia’s creative sectors, the progress made since UKAEG’s first trade mission to the Kingdom last year, and the growing collaboration between the two nations’ advertising and marketing industries.
The reception brought together senior leaders from Saudi Arabia’s marketing and communications sector alongside a UK delegation of leading advertising, media, and production companies.
The evening provided an opportunity to celebrate the growing partnership between the two nations’ creative industries, recognise shared achievements over the past year, and discuss the next steps in their ongoing collaboration.
The highlight of the evening was the presentation of the inaugural Friendship Honour, recognising individuals who have made a pivotal contribution to strengthening UK–Saudi collaboration in the advertising industry.
The award was presented to Taha Alsafi, Founder and CEO of Red Impact, in recognition of his remarkable hospitality during UKAEG’s first trade mission to Riyadh last year.
Alsafi said, “It is an honor to receive this award, and I know my colleagues across Saudi Arabia will take pride in being part of this achievement. I look forward to welcoming you back to Riyadh in the years ahead as we continue to strengthen our partnership.”
Jason Foo, CEO of BBD Perfect Storm and UKAEG Leadership Board, added: “During last year’s UKAEG trade mission, we discovered first-hand the warmth, generosity, and openness of Saudi Arabian hospitality through Taha’s remarkable welcome. It’s only right that Taha Alsafi should be the very first recipient of the UKAEG Friendship Honour.”
Aisling Conlon, International Director for UK Advertising at the Advertising Association, said, “It was a privilege to bring UK and Saudi Arabian advertising leaders together at the British Embassy for our first Leadership Reception.
Conlon added, “The evening celebrated the friendship and collaboration between our industries, highlighted what we’ve achieved over the past year, and opened the door to new opportunities to work together in the years ahead.”
This week marks a pivotal moment for UKAEG as it hosts its largest delegation to Saudi Arabia, including meetings with Saudi Arabian leaders, networking dinners, and the flagship Leadership Reception.
This follows last year’s announcement of a partnership with the Athar Festival, which underscores the importance of bringing together creative and business communities to collaborate and drive further growth.
It also demonstrates the significance of Saudi Arabia to UK Advertising and its ongoing commitment to supporting the Kingdom.
Jane Asscher, CEO of 23red and part of the UK delegation, said, “The brilliant conversation and warmth in the room evidenced the ever-growing strength of the friendship and partnership between UKAEG and the advertising and marketing community in Riyadh.”
To find out more about how to get involved, contact Aisling Conlon, International Director for UK Advertising at the Advertising Association.
