Athar Festival Returns to Riyadh—Bigger, Bolder, and Brimming with Ideas

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Taking place from October 21–22 at the Diriyah Biennale Foundation in JAX District, this year’s festival promises over 100 hours of content across five stages—bringing together global visionaries, regional leaders, and Saudi talent driving the Kingdom’s fast-evolving creative economy.

This year’s festival ups the ante with more than 200 local, regional, and international speakers, including over 60 from Saudi Arabia, alongside more than 80 exhibitors and sponsors. Together, they will help deliver over 100 hours of content across nine distinct formats, from panels and keynotes to interactive sessions, masterclasses, and curated networking meetups. 

The speaker lineup is a statement in itself: Princess Lamia Bint Majed Al Saud, Jo Malone CBE, Mo Gawdat, Ellie Norman, and Ali Ali headline a program featuring over 200 regional and international experts from some of the world’s most innovative brands and agencies.

Who’s Who at Athar 2025

Princess Lamia Bint Majed Al Saud — Secretary General and Member of the Board of Trustees of Alwaleed Philanthropies and CEO of Rotana Media Group, HRH Princess Lamia is recognized for her long-standing advocacy in humanitarian work and women’s empowerment, as well as her leadership across Saudi Arabia’s evolving media landscape.

Jo Malone CBE — One of Britain’s most renowned creative entrepreneurs, Malone is the founder and creative director of Jo Loves, following her global success with Jo Malone London. Known for her visionary sense of scent and brand storytelling, she brings decades of experience in transforming creativity into world-class enterprise.

Mo Gawdat — Former Chief Business Officer at Google X and bestselling author of Solve for Happy and Scary Smart, Gawdat is a leading global thinker on technology, AI ethics, and happiness in the digital age. His talks consistently bridge innovation and human purpose.

Ellie Norman — Chief Marketing Officer at Formula E and former Global Director of Marketing and Communications at Formula 1, Norman is among the few women to have led marketing for major international sports brands, blending data-driven storytelling with cultural relevance.

Ali Ali — Egyptian film director, co-founder of Good People Films, and one of the Arab world’s most awarded creatives. Known for his sharp visual language and wit, Ali has directed acclaimed campaigns for Vodafone, Coca-Cola, and du, earning multiple Cannes Lions and D&AD Pencils along the way.

Inside the 2025 Edition

The Strategic Stage will feature fireside chats and keynotes with Princess Lamia, Jo Malone, Mo Gawdat, and Ali Ali—spotlighting leadership, brand transformation, and creativity’s role in shaping new economies.

The Spotlight Stage turns the lens on Saudi Arabia’s creative ecosystem, with sessions led by figures from Amazon Ads, Beyond Group, Ceer Motors, Dentsu, Diriyah Company, HUMAIN, HungerStation and the Royal Commission for AlUla.

On The Community Stage, interactive workshops and masterclasses will dive into creativity’s practical side—covering brand strategy, innovation, and storytelling.

Meanwhile, The Courtyard Stage keeps things vibrant with live music, stand-up comedy, and wellness sessions, creating an open-air blend of culture and creativity.

New this year, the Saudi Gamer Arena connects the gaming and marketing worlds—bringing together industry names like the Saudi Esports Federation, Webedia, the Esports World Cup Foundation, and Almarai to discuss new research, technology, and brand partnerships.

Further masterclasses at Workshop Room 3 feature Patrick Rizk (Meta), Jason Foo (BBD Perfect Storm), Tom Tootal (bandstand), and Larissa Von Alberti (Prince Mohammed Bin Salman College).

Athar’s Networking Hub adds another layer of value—curated meetups designed to spark collaboration across data strategy, platform ecosystems, and emerging media.For many, it’s where the festival’s energy translates into real-world partnerships.

The two-day event concludes with the Athar Awards, an evening dedicated to Saudi excellence and impact. This year features a record 274 shortlisted finalists across more than 35 categories that honour the Kingdom’s most game-changing campaigns, individuals, brands, and agencies. 

In just three editions, Athar has evolved from an industry gathering into a mirror of Saudi Arabia’s creative momentum—open, ambitious, and increasingly global in scope. And it seems to be shaping what comes next.

Presented by Motivate Media Group and TRACCS, Athar continues to align with Saudi Vision 2030, positioning creativity and communication as central forces in the Kingdom’s cultural and economic growth.