For the third consecutive year, Athar Festival returned with bigger, bolder programming that deepened its focus on talent development and industry engagement.
The 2025 edition expanded its learning tracks with the introduction of new competitions, in addition to its Young Talent Academies (YTA), Future CMO Academy and Maheerah programme, an enhanced speaker and mentor lineup across the academies, and deeper opportunities for engagement.
This year’s programme featured three Young Talent Academies (YTAs), tailored to students and early-career professionals aged 30 and under, as well as the Future CMO Academy, a one-day accelerator designed for high-potential marketing professionals.
Together, these initiatives supported participants across experience levels, combining real-world exposure, creative strategy, and direct mentorship from industry leaders.
Young Talent Academies at Athar Festival
The YTAs, including the BIG Student Academy, Ta’atheer Student Academy and the NextGen Academy, ran from 19 to 20 October at Crowne Plaza RDC, Riyadh.
Each academy combined workshops and mentorship, giving participants hands-on opportunities to solve real briefs and present their work to senior industry leaders across both days, culminating in a 24-hour hack competition.
MCN’s BIG Student Academy
MCN’s BIG Student Academy focused on advertising fundamentals, guided by mentors from FP7McCann, MullenLowe, and other network agencies.
Participants gained insight into how campaigns are conceptualised and executed, while developing essential creative and strategic skills.
Ghassan Harfouche, Group CEO of MCN MENAT & President of McCann Worldgroup APAC, noted that the programme was designed to guide and inspire future leaders in a dynamic market.
“This initiative supports Saudi Vision 2030, which prioritizes youth empowerment and creative industry expansion. And we are dedicated to helping shape, nurture, and elevate the next generation of talent,” he added.
WPP’s Ta’atheer Student Academy by VML and Burson
WPP’s Ta’atheer Student Academy, sponsored by VML and Burson, explored strategies behind building impactful campaigns, how culture shapes marketing in Saudi Arabia, and how brands can authentically connect with Gen Z.
Emphasising the role of the programme in shaping future industry leaders, Nassib Boueri, Chief Executive Officer of VML MENA and WPP MENA RHQ, said, “By championing new voices and ideas, we’re enabling young leaders to challenge boundaries and drive meaningful change across the region.”
Students worked closely with WPP leaders to understand how brands create lasting resonance and cultural relevance, culminating in presentations that reflected both creativity and insight.
Speaking to the long-term impact of their partnership, Fouad Mansour, Chief Executive Officer META at Burson, added, “Our partnership with Athar Festival is key to helping bridge potential with professional excellence. We’re actively shaping an innovative talent pipeline that brings clear value to Saudi Arabia’s creative economy.”
Saudi Tourism Authority’s NextGen Academy
The Saudi Tourism Authority’s NextGen Academy was catered to early-career professionals eager to apply creative techniques in real-world contexts.
Through client partnerships, practical workshops, and mentorship, participants explored how creativity and marketing intersect, and how emerging technologies continue to redefine the industry landscape.
Beyond the academies, this year’s competitions at the festival offered emerging talent additional avenues for recognition, collaboration, and exposure to real-world campaign challenges.
Competitions at Athar Festival
The Play the Moment initiative powered by Dentsu Sports & Entertainment
The Play the Moment initiative powered by Dentsu Sports & Entertainment, challenged emerging creatives across MENA to design disruptive, fandom-led campaigns for Hungerstation, Saudi Arabia’s leading food and grocery delivery platform.
Highlighting the opportunity to blend creativity with real-world impact, Ahmad Haider, Managing Director of dentsu KSA, said, “Participants not only get to tap into Saudi Arabia’s booming fandom culture but also pitch ideas that could be brought to life by one of the Kingdom’s leading brands.”
The shortlisted teams pitched their ideas live at Athar Festival, with the winning team receiving a trip for two to a football match in Europe.
Nawa – Saudi Advertising Student Competition, powered by Sifr
Also part of the competition slate, the Nawa – Saudi Advertising Student Competition, powered by Sifr, invited university students to respond to a live brief from the Diriyah Gate Development Authority (DGDA).
The winning team earned internships at Sifr, offering early access to real career pathways.
Amr Wagih Mergawi, Chief Creative Officer at Sifr, noted that “the agency’s involvement is rooted in helping young Saudis unlock their creative potential by testing their ideas in an industry setting. At Sifr, we believe in the power of zero, seeing potential where others don’t and turning it into creative impact.”
Omnicom Future CMO Academy at Athar
Running parallel to these youth-focused initiatives was the Omnicom Future CMO Academy. While the three YTAs targeted emerging talent, the Future CMO Academy focused on accelerating high-potential marketing professionals on the path to leadership.
Held in partnership with Omnicom Group on October 21, the academy gathered 20 standout marketing professionals from KSA brands for a one-day accelerator.
Participants engaged in sessions focused on strategy, transformation, and creativity.
Commenting on their partnership at the festival, Dani Richa, Chairman of BBDO EMEA and CEO of Impact BBDO, pointed out that “this comes at a pivotal moment when Saudi Arabia’s transformation demands we keep pace with unprecedented change. It creates knowledge exchange that elevates everyone involved, because when they get better at what they do, we’re all able to produce better work together.”
Elda Choucair, CEO of Omnicom Media Group MENA, added that “this partnership harnesses the power of human wisdom in an increasingly AI-driven world. We’re teaching the next generation that in media and marketing, continuous learning isn’t just important – it’s essential for survival in an industry that evolves faster than ever.”
“This is about unleashing the disruptive potential of a region that’s ready to embrace bold and authentic ideas, empowering young talent to stay curious and think differently. That hunger for authentic creativity and fresh perspectives is what will drive the industry and the market forward,” added Reda Raad, Group CEO of TBWA\RAAD.
Having taken place from 21 to 22 October in Riyadh, Athar Festival 2025 has continued to strengthen its role as a platform for learning, collaboration, and professional growth.
For young professionals and students, learning became a lived experience. From the Young Talent Academies to the Future CMO Academy, Athar has brought emerging voices into direct contact with the region’s top creative leaders.
What participants have taken away isn’t just a certificate, it is the confidence, connections, and clarity to move forward in a competitive industry.
Presented by Motivate Media Group and TRACCS, learn more about Athar Festival 2025 at www.atharfestival.com.
