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The MoU was signed by Faisal AlEisawi, Regional Managing Director of Digitect (right), and Jason Foo, CEO of BBD Perfect Storm (left).

Digitect, BBD Perfect Storm ink strategic MoU to drive cross-market collaboration

Mohamed Al Ayed, CEO - TRACCS and Arne Mosselman, CEO - Ainigma

TRACCS, Ainigma partner to accelerate Gen AI adoption across the Middle East

From left, Waleed Al Ahmed, General Manager of Corporate Communications at flynas; Ahmed Al Sahhaf, CEO of MBC Media Solutions; Ian Fairservice, Chairman of the Athar Festival, and Managing Partner and Editor-in-Chief of Motivate Media Group; and Mohamed Al Ayed, Vice Chairman of the Athar Festival and CEO of TRACCS.

Athar Festival 2025 unveils boldest agenda to date for Saudi Arabia’s creative landscape

From left, Enir Williams, Group Managing Director at Four Agency Worldwide; Ian Fairservice, Chairman, Athar Festival and Managing Partner and Group Editor-in-Chief, Motivate Media Group; Jane Asscher, CEO, 23red and VP, frog UK, part of Capgemini Invent; Mark Wilson, Executive Producer, Chrome Productions; Mohamed Al Ayed, Vice Chairman, Athar Festival and CEO, TRACCS; Jason Foo, CEO, BBD Perfect Storm; Nik Windsor, Director, Bandstand; Faisal Aleisawi, Managing Director, Digitect; Aisling Conlon, International Director for UK Advertising, Advertising Association; Rayyan Aoun, Chief Creative Officer, BigTime Creative Shop; Anup Oommen, Editor, Campaign Middle East; Kiran Jay Haslam, CMO, Diriyah Company; and James Shoreland, Chief Executive Officer, VCCP Media. UK Advertising at Cannes Lions 2025.

UK Advertising and Athar Festival at Cannes Lions: Bridging markets, building creativity

Maheerah Network

Athar Festival launches Maheerah Network for women-empowerment

Athar Festival Speakers

Athar Festival 2025 extends final deadline for content

Athar Festival 2025

Athar Festival 2025 announces two-day celebration of creativity at Athar Awards

Athar Festival Speakers

Saudi Arabia’s creatives set to capture global spotlight at Athar Festival 2025

From left, Mohamed Al Ayed, CEO of TRACCS, and Sarah Scholefield, Group CEO of Accordience

TRACCS, Accordience partner to offer integrated local, regional and global comms

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THE WORK

CALIN Campaign

CALIN campaign takes the ‘I Only Do Soft’ conversation from comfort to emotional care

Advertising Creative Digital Featured Marketing Media The WorkJun 2, 2026

Adidas reimagines Mo Salah as modern day Egyptian king in ‘You Got This’ campaign

Ariel

Digital Featured Social The WorkJun 1, 2026

Ariel taps into the emotional load behind everyday household moments

Advertising Creative Digital Digital Featured Marketing Media News Social The WorkMay 26, 2026

Almarai achieves 15m+ reach, attracts 9m+ visitors with immersive AR experiences on Snap Map

Saudi Arabia adidas Backyard Legends campaign

Advertising Creative Digital Digital Featured Marketing Media Social The WorkMay 25, 2026

adidas unveils Saudi chapter of ‘Backyard Legends’ ahead of FIFA World Cup 2026

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