Festival Impact 2024 : L’innovation créative guide les industries du jeu, du divertissement et du sport en Arabie saoudite

The Saudi Festival for Creativity « Athar » will return this year with its second edition during the period from November 5 to 6. This event is organized by Motivate Media Group and TRACCS, and is considered the most prominent creative marketing festival in the Kingdom of Saudi Arabia. In line with Vision 2030 of Saudi Arabia, « Athar » festival paves the way for leaders, decision-makers, and emerging talents to communicate, exchange views, and drive creative efforts in various thriving sectors in the Kingdom.

The Saudi Festival for Creativity « Athar » has revealed an extensive list of distinguished interactive activities featuring a group of specialists and renowned creatives in the field of creative marketing. This comes as part of its efforts to shed light on the transformative power of creativity in the fields of gaming, entertainment, and sports. « Athar » festival 2024 is preparing to offer dynamic sessions, exclusive networking opportunities gathering elite leaders and decision-makers, in addition to presenting motivating insights anticipating the future of the sector.

In a highly anticipated keynote address, Matt Mackay, the Marketing Director at Manchester United Football Club, will highlight key lessons learned from his successful career, having held prominent positions at Manchester United, the Olympic Games, Nike, and EA Sports. Mackay will delve into best practices in sports marketing, focusing on lessons that can benefit other industries. He will highlight the best ways to understand audiences and build deep and sustainable relationships with them.

Mackay states:

« The rapid growth of digital media has contributed to the globalization of sports marketing, providing enormous opportunities for sports brands to engage global audiences and create new revenue sources. However, this global expansion requires a deep understanding of cultural and consumer characteristics to ensure the formulation of effective global strategies. »

Additionally, « Athar » 2024 festival will host a series of panel discussions aimed at exploring the vital role of creativity in driving growth in the fields of gaming, sports, and entertainment. Industry leaders such as Youssef Raad from GroupM, the renowned influencer in gaming Thamer AlDairem, also known as Xzit, and Halmi Abdel Hadi from Serviceplan Middle East will come together to discuss strategies for using games as a successful platform for brands. Gilbert Rustom, the Marketing Director at New Murabaa, and Walid Beshouri, Senior Marketing Manager at Almosafer, will lead a crucial session on the role of creativity in transforming entertainment and tourism in Saudi Arabia.

Several key figures in the sports sector, including Andy Jackson from Footballco Media, Wasim Khoshan from Roshan Group, Adel Beraja from Publicis Communications Saudi Arabia, Miguel Viana and Leonardo Borges from Unlock Brands, and Havas Middle East respectively, will discuss how to seize the available opportunities in the sports sector in the Kingdom.

Moreover, Abdurrahman Mamdouh, Regional Content Manager at Kijamii, will share valuable insights on sports communication strategies.

In line with the goals of Vision 2030 of Saudi Arabia, « Athar » festival is working to support talent, stimulate creativity, and elevate the sports and entertainment sectors, greatly contributing to building an innovative and prosperous nation. This event goes beyond being a traditional festival, representing a dynamic movement that empowers the youth of the nation and its professionals to lead an innovative and transformative future.