UK Advertising Forms Official Partnership with Saudi Arabia’s Athar Festival

The UK Advertising Exports Group (UKAEG) has officially formed a partnership with Athar Festival, the largest gathering of creative marketing professionals in Saudi Arabia. This is to support UK companies looking to provide advertising and marketing services to Saudi Arabia’s flourishing creative economy, as the Kingdom invests in mega-projects like the Red Sea resorts and the ambitious city of Neom. Any interested UK company should register for a webinar on 21st October 2pm - 3pm titled Navigating Saudi Arabia’s Advertising Landscape: Your Guide to Athar Festival 2024 to find out more.

UKAEG will host a dedicated event at Athar Festival on 5th November 2024, to include the signing of a Memorandum of Understanding (MOU), formalising the partnership between UKAEG and Athar. The signing will be followed by a high-profile networking reception, offering UKAEG member companies direct access to key Saudi stakeholders and decision-makers in the creative marketing and advertising sectors. 

UK Advertising will be represented on stage by members DAIVID and BBD Perfect Storm, with additional representatives to be announced. UKAEG will also host Saudi industry leaders in a summit to be held in London in 2025, further strengthening business ties between the two nations. 

Aisling Conlon, international trade director for UK Advertising at the Advertising Association, said, "Through our partnership with the Athar Festival, we are not just opening doors for UK companies in Saudi Arabia we’re committed to building connections that facilitate cultural exchange and foster mutual growth—not merely attending an event, but creating lasting relationships that benefit both nations. We welcome more companies to join us as we embark on this journey of a growing friendship with Saudi Arabia." 

Rupert Daniels, director – creative, consumer, sport and education at Department for Business and Trade, said, “UK Advertising’s partnership with the Athar Festival marks an exciting step in strengthening collaboration between the UK and Saudi markets. The GREAT Futures 2024 launch in Riyadh earlier this year showcased how British expertise can contribute to Saudi Vision 2030, fostering deeper cultural and business connections. This partnership between UK Advertising and Athar unlocks new opportunities for both markets to innovate and grow together.”

The UK, leveraging its robust services sector, is poised to play a crucial role in shaping Saudi Arabia’s emerging industries in advertising, entertainment, and more. In May, the largest British trade delegation to Saudi in over a decade, led by then Deputy Prime Minister Oliver Dowden, highlighted the Kingdom’s serious commitment to engaging with UK businesses, particularly as it embarks on transformative projects tied to its Vision 2030. This momentum continued with a MarComms leaders roundtable hosted by UKAEG in partnership with The Marketing Society at Cannes Lions, focusing on the opportunities for collaboration between both markets.

Saudi Arabia is now home to one of the youngest and most digitally connected populations in the world, creating unprecedented demand for world-class marketing, branding, and digital experiences. The Kingdom’s government brands, particularly in tourism and travel, are rapidly evolving, influenced by international success stories, and are actively seeking UK expertise in crafting campaigns that resonate with both local and global audiences.

A prime example of UK leadership in Saudi Arabia's cultural transformation is MDL Beast, the country's inaugural EDM and arts festival, created and managed by UKAEG members, Studio Art + Commerce in collaboration with the General Entertainment Authority. This groundbreaking event showcased local talent alongside international stars like David Guetta, Steve Aoki, Rick Ross, and Peggy Gou. Its promotional campaign on TikTok - Saudi Arabia's first - helped reach a global audience of 2 billion, drawing 400,000 attendees and setting a Guinness World Record for the largest temporary stage. Today, MDL Beast stands as the biggest music platform in the Middle East, illustrating how UK-led creativity is reshaping Saudi Arabia’s entertainment and cultural landscape.

To help UK Advertising companies learn more about Saudi as a market, UKAEG will also host a webinar on 21st October 2pm - 3pm titled Navigating Saudi Arabia’s Advertising Landscape: Your Guide to Athar Festival 2024. The session will provide insights into Saudi Arabia’s economic landscape, advertising trends, and business etiquette, equipping UK companies with the knowledge needed to thrive in this dynamic market. Speakers include Anup Oommen, Editor of Campaign Middle East; Mohamed Al Ayed, CEO at TRACCS and Co-Chair of Athar - Saudi Festival of Creativity; and Aisling Conlon, international trade director for UK Advertising at the Advertising Association.

To register for the webinar, please sign up here.

This partnership is a key milestone in UKAEG's strategy to enhance international trade and reinforce the UK's leadership in global advertising. Aligned with recent partnerships with global events like Advertising Week and the Shanghai International Advertising Festival, UKAEG also takes part in SXSW Austin and Cannes Lions, hosting activations, networking events, and MarComms Leaders discussions. Following record advertising exports of £18 billion in 2023, our collaboration with emerging markets like Saudi Arabia opens new opportunities and strengthens our global presence in the creative economy.

For further information, on the UK Advertising Exports Group contact Aisling Conlon, international trade director for UK Advertising, Advertising Association.