Riyadh is preparing to host Athar Festival 2024, the largest gathering in the field of creative marketing in the Kingdom, from November 3 to 6. Organized by Motivate Media Group in partnership with Trax, MBC Media Solutions and flynas, the festival aims to highlight the development of young Saudi talent and promote women's empowerment, as part of efforts to achieve the goals of Saudi Vision 2030.

The festival's main event runs on November 5 and 6, featuring two main content stages and a range of interactive sessions. The festival also offers specialized training sessions in creative marketing and communications throughout its duration, providing learning and networking opportunities for young talent.

The festivities will close with the Athar Awards ceremony on November 6, honoring outstanding contributions to the creative sector. Ian Fairservice, festival chairman and managing partner of Motivate Media Group, highlighted the festival's evolution, saying: "This second edition will focus on developing the talent academy programs and the Mahira program for women's empowerment, to enhance learning and nurture future leaders."

Mohammed bin Ayed Al-Ayed, festival vice-chairman and CEO of Trax network, pointed to the event's importance in building skills, saying: "Athar Festival 2024 is a national platform focused on nurturing young talent and empowering them to compete and excel on the global stage."

Ahmed bin Attaf Al-Sahhaf, CEO of MBC Media Solutions, affirmed the group's continued strategic partnership with the festival and its role in providing innovative advertising solutions. Waleed Al-Ahmed, Corporate Communications Director at flynas, added: "We are proud to be part of Athar Festival 2024, which aligns with our commitment to supporting events with a lasting impact."