CALL FOR
CONTENT 2024 IS
NOW OPEN

Overview – Athar 2024

The Athar Festival Content Programme is created through the Call for Content which is open for submissions to all players within the creative space including but not limited to creative agencies, media agencies, communications agencies, publishers, technology, social media platforms, advertisers, media, brands, film and music makers, government, start-ups, universities and any parallel sectors. Speaking proposals are open to companies locally and globally and should be submitted via our online portal before Friday 24 May. All submitted proposals will be reviewed and selected based on the merit of the idea and all the submitters will be notified of the outcome before Monday 1 July.

At the 2024 edition of Athar Festival, you will have an opportunity to submit a speaker proposal for one of our curated panel discussions or submit your own content proposal within one of the festival themes accompanied by your nominated speaker(s).

Curated Panel Discussions for Your Speaker Proposals

When nominating speakers for the curated sessions, please make sure the speaker is aware and has agreed to your nomination.

Leadership Panels

Leaders and Visionaries: CMOs Unplugged
Leaders and Visionaries: Chief Creative Officers Unplugged

Leaders and Visionaries: CMOs Unplugged
Leaders and Visionaries: Chief Creative Officers Unplugged

Saudi Arabia Focused Panels

Unveiling the Role of Creativity in Transforming Entertainment and Tourism in Saudi Arabia

Unveiling the Role of Creativity in Transforming Entertainment and Tourism in Saudi Arabia
Unlocking Opportunities of the Sports Industry in Saudi Arabia
The Art of Branding – Navigating the Path from Building a Brand to Rebranding in Saudi Arabia
Cultivating Talent in the Creative Industry in KSA
Embracing Inclusion and Diversity and Celebrating Women’s Success in Saudi Arabia
Uncovering the Unique Insights and Approaches for Resonating with Saudi Consumers

Global Trends Panels

Storytelling in the Digital Age: Leveraging the Power of Emotions and Authenticity
Gaming as a Branding Platform

Storytelling in the Digital Age: Leveraging the Power of Emotions and Authenticity
Gaming as a Branding Platform – Strategies for Success
Environmental Sustainability as a Competitive Advantage
Practical Applications of AI to Boost Creativity and Effectiveness
Navigating the Future of the Creative Marketing, Advertising and Communications Industry

Contrasting Perspectives

Local Agency vs Global Agency– Who Is the Winner in the Saudi Market?
Traditional Media vs. New Media: Is…

Local Agency vs Global Agency– Who Is the Winner in the Saudi Market?
Traditional Media vs. New Media: Is Traditional Advertising Still Relevant in the Digital Age?
Emotional Appeal vs. Rational Appeal: Which Approach is More Effective in Influencing Consumer Behaviour in Saudi Arabia?
Mass Marketing vs. Niche Marketing: Is it Better to Target a Broad Audience or Focus on a Specific Segment in Saudi Arabia?
Authenticity vs. Aspiration: Should Brands Reflect Realistic Lifestyles or Idealised Aspirations in Saudi Advertising?

Call for Content Themes
for Your Content & Speaker Proposals

When nominating speakers for the curated sessions, please make sure the speaker is aware and has agreed to your nomination.

CREATIVE INDUSTRY IN SAUDI ARABIA

Saudi Arabia is a rapidly growing market driven by a youthful tech-savvy population, increasing consumer spending and a growing appetite for digital media.

CREATIVE INDUSTRY IN SAUDI ARABIA

Saudi Arabia is a rapidly growing market driven by a youthful tech-savvy population, increasing consumer spending and a growing appetite for digital media. The government’s Vision 2030 plan, which aims to diversify the economy and reduce dependence on oil, has created business opportunities for many sectors. With giga projects such as NEOM, the Red Sea Project, Qiddiya and Diriyah, the country demonstrates its commitment to creating a modern and forward-looking society that is open to innovation and change.

With the right approach, the creative industry can take advantage of the opportunities presented by this dynamic and rapidly growing market. However, the key to success is understanding the local culture and customs, which can help create resonating campaigns that touch the core of the local hearts. Let us know what ground-breaking campaigns your company has done in Saudi Arabia.

Creativity in the sports, entertainment, art and tourism industries
Creativity in the public sector
Utilising gaming industry
Attracting, nurturing and retaining the best talent
Local relevance and the value of local insights
Presenting Saudi brands globally
Founding Day and National Day campaigns
Saudi giga projects
Women’s empowerment, diversity and inclusion
What does Vision 2030 mean for brands and agencies?

STRATEGIES TO GROW BRANDS

Growing a brand is a complex process that requires a well-crafted strategy that aligns with the business’s goals and values

STRATEGIES TO GROW BRANDS

Growing a brand is a complex process that requires a well-crafted strategy that aligns with the business’s goals and values. Potential strategies have so many facets like understanding the needs of your target audience, developing a unique brand voice, visual identity and messaging that differentiates the brand from competitors and creates an emotional connection with consumers. Additionally, brands can leverage social media and other platforms to engage with customers, build relationships and create a sense of community around the brand. How do you create a sustainable growth strategy that focuses on long-term success?

Shaping creative integrated marketing and communication strategies
Developing brand identity, brand strategy and positioning; growing brand value
A journey of companies going through rebranding or brand repositioning
Strategic co-creation, collaboration and co-branding
Using storytelling, visual storytelling or integrated storytelling to create an emotional connection with your audience
Measuring ROI and success
Maximising creative effectiveness
Saudi-first marketing strategies
Gaming as an advertising medium
Measuring ROI of social media platforms
Content creation and influencer marketing
Understanding your customers – hyper-targeting, hyper-personalisation, customer-centricity
Omni-channel marketing
How to navigate through the informational noise
Production and post-production
Targeting younger generations (Gen Z and Gen Alpha)

PURPOSE-DRIVEN MARKETING

A purpose-driven marketing strategy goes beyond traditional marketing objectives of sales and brand recognition, aiming to create a deeper connection with consumers by highlighting the company’s values, social responsibility, and commitment to making a difference. The marcom industry has the power to bring about positive change in society by raising awareness about important social or economic issues, advocating environmental sustainability, and engaging in corporate social responsibility (CSR) initiatives. By promoting fair trade products, supporting local communities, and engaging in philanthropic initiatives, businesses not only help alleviate poverty and promote social and economic development but also improve their brand image which, in turn, helps secure a more loyal customer base. Does your company have any social responsibility initiatives that foster positive change and social innovation?

Addressing environmental sustainability, ESG and CSR
Raising people’s awareness about important social or economic issues
Helping reduce poverty, improving living conditions
Understanding the consumer behaviour of Gen Z and Gen Alpha
Authenticity and transparency of your campaigns, building trust with consumers

ARTIFICIAL INTELLIGENCE & TECHNOLOGY

Artificial Intelligence (AI) and technology have become an integral part of the creative marketing, advertising and communications industry, transforming the way businesses work.

ARTIFICIAL INTELLIGENCE & TECHNOLOGY

Artificial Intelligence (AI) and technology have become an integral part of the creative marketing, advertising and communications industry, transforming the way businesses work. AI has enhanced customer segmentation, optimised ad placement, and improved content creation, resulting in higher engagement, conversion rates, and ROI for businesses.

Furthermore, with the rise of digital media and tech platforms, marketers have access to a wealth of data and insights that allow them to create more targeted, personalised campaigns. Artificial Intelligence, Virtual and Augmented Reality, and social media platforms have made it possible for marketers to reach consumers in new and innovative ways, creating more engaging and immersive experiences. We are looking for the most exciting and innovative technology applications to share with the Athar Festival audience.

Practical applications and implementation of generative AI
Covering AI/data/technology talent gap through partnerships
Understanding customer behaviours and habits through data analytics and visualisation
Creating immersive customer experience (AR, VR, Metaverse)
Successful blockchain case studies
Virtual characters and influencers in the creative space

UNLEASH YOUR CREATIVITY

Creative ideas are essential for producing successful campaigns that engage and resonate with audiences. Inspiration can come from a variety of sources,

UNLEASH YOUR CREATIVITY

Creative ideas are essential for producing successful campaigns that engage and resonate with audiences. Inspiration can come from a variety of sources, including cultural trends, consumer behaviour and insights from data & analytics. Creative teams often engage in brainstorming sessions, where they share ideas and build on each other’s concepts to develop a campaign that is fresh, original and impactful. Effective idea generation requires a culture of collaboration, experimentation and an openness to new unconventional ideas. Tell us how you unleash your creativity and what inspires you to develop campaigns that stand out from the competition.

Neuroscience – how do we make our choices?
Decoding emotions and their relevance for the creative industry
Humour in different cultures
Innovative ways to brainstorm
How do you crack a creative idea?
Getting inspiration from multicultural experiences
Getting inspiration from other industries
Tangible ways to measure the importance of creativity
The importance of mental health

PARALLEL SECTORS

Marketers may draw inspiration from other industries, such as fashion, design, films, music, art and architecture, to infuse their campaigns with a unique…

PARALLEL SECTORS

Marketers may draw inspiration from other industries, such as fashion, design, films, music, art and architecture, to infuse their campaigns with a unique and creative perspective. By incorporating elements from parallel sectors, marketers can tap into the emotional and aesthetic appeal that these industries evoke and apply it to their campaigns. Furthermore, cross-industry partnerships and collaborations not only offer brands the opportunity to differentiate themselves but also present a chance to reach new demographics and expand their customer base. We very much welcome submissions from any parallel sectors.

Film, music and animation production and post-production
Experiential marketing
Branding and design
Architecture and design
Art and fashion
Partnerships and collaborations across different industries, co-branding

Submit Your Proposals DOWNLOAD THE BROCHURE

Content Timeline

How Can You
Make Your Proposal
Stand Out?

The best talks are those that focus on a single idea and really delve into it – we are looking for innovative ideas, their practical applications and relevance to current challenges
Be specific – thoroughly planned, well-crafted, detailed narratives result in the best sessions
Don’t be shy to share what you have learned from your failures, as this adds a lot of authenticity to your submission and it’s something that Athar delegates appreciate a lot
If you’re exploring a topic don’t simply share your own viewpoint or use your work as an example. Include an analysis of the great work of others as well
Explain why and how and think about what it means for the future of this industry
Sessions, where agencies co-present with brands, tend to be the most popular and well-attended
Sales presentations or showreels of work disguised as a talk won’t impress the audience. Include case studies that the audience can learn from, explore the opinions of others and explain the backstory of your views

Submit Your Proposals DOWNLOAD THE BROCHURE

CALL FOR
CONTENT 2024 IS
NOW OPEN

Overview – Athar 2024

Curated Panel Discussions for Your Speaker Proposals

LEADERSHIP PANELS

SAUDI ARABIA FOCUSED PANELS

GLOBAL TRENDS PANELS

CONTRASTING PERSPECTIVES

Call for Content Themes
for Your Content & Speaker Proposals

CREATIVE INDUSTRY IN SAUDI ARABIA

STRATEGIES TO GROW BRANDS

PURPOSE-DRIVEN MARKETING

ARTIFICIAL INTELLIGENCE & TECHNOLOGY

UNLEASH YOUR CREATIVITY

PARALLEL SECTORS

Content Timeline

How Can You
Make Your Proposal
Stand Out?

Join our newsletter

CALL FOR CONTENT 2024 IS NOW OPEN

Overview – Athar 2024

Curated Panel Discussions for Your Speaker Proposals

LEADERSHIP PANELS

SAUDI ARABIA FOCUSED PANELS

GLOBAL TRENDS PANELS

CONTRASTING PERSPECTIVES

Call for Content Themes for Your Content & Speaker Proposals

CREATIVE INDUSTRY IN SAUDI ARABIA

STRATEGIES TO GROW BRANDS

PURPOSE-DRIVEN MARKETING

ARTIFICIAL INTELLIGENCE & TECHNOLOGY

UNLEASH YOUR CREATIVITY

PARALLEL SECTORS

Content Timeline

How Can You Make Your Proposal Stand Out?

Join our newsletter

CALL FOR
CONTENT 2024 IS
NOW OPEN

Call for Content Themes
for Your Content & Speaker Proposals

How Can You
Make Your Proposal
Stand Out?