Three weeks out from this year’s Athar Awards, 66 of the Kingdom’s most promising creative strategists, marketers, agency leaders, and emerging talents gathered at Akira Back restaurant in Riyadh for a special winners’ lunch hosted by Sadu Media.
Joining the award winners were jury members and shortlisted team representatives who came together not as competitors but as peers invited to pause and reflect on an eventful year.
Far from the charged atmosphere of the Athar awards night, the lunch served as a meaningful celebration of the people behind the work.
Sadu Media, who also sponsored this year’s Best Cultural Campaign award, is a Saudi production house that has been a staunch supporter of the Kingdom’s creative industry since it emerged on the scene with a string of acclaimed works.
HH Lama Bint Mishaal Bin Khalid Al Saud, CEO of Sadu Media, joined the gathering as a guest of honour. A patron of the arts and a creative in her own right, she has become a trusted advocate for the region’s cultural ecosystem.
“Gatherings like this remind us of the importance of staying connected as a creative community,” said HH Princess Lama. “At Sadu Media, we are committed to nurturing the talent shaping Saudi Arabia’s future. This means creating spaces where ideas can grow and creativity can become a powerful force for progress.”
As discussions around the winning work continued throughout the afternoon, a clear picture emerged of a sector driven by community empowerment and cultural pride, with campaigns giving visibility to women, youth, and people of determination while celebrating Saudi heritage in modern and expressive ways.
The conversations highlighted how technology is increasingly being used not just as a tool for efficiency but as a catalyst for social connection and creative impact.
No matter what brand, industry, or cause they amplified, all of the work reflected a strong belief in the power of innovation and human storytelling to carry Saudi creativity forward.
Beyond the themes that shaped each Athar Awards entry, the results also offered insight into where the creative momentum is strongest today.
Independent agencies accounted for 55 per cent of the wins, with network agencies close behind at 29 per cent and brands at 16 per cent. This demonstrated how both independent and major players are driving excellence across the Kingdom.
The most awarded industries were automotive, food and beverage, banking and telecommunications, travel and tourism, and fashion and entertainment, reflecting the breadth of sectors investing in innovative, culturally grounded communication.
Taken together, the results painted a clear picture of a creative economy that is maturing and diversifying through a shared belief in the value of Saudi creativity.
