Cannes Lions 2025 wasn’t just a celebration of storytelling—it was a call to make those stories count. That’s exactly what happened at a roundtable hosted by UK Advertising and the Athar Festival, where leaders from the UK and Saudi Arabia came together to move beyond the buzzwords and into real strategy. The takeaway? Creativity is a growth engine—but only if it’s tethered to impact.
The discussion, titled “Redefining Creative Effectiveness for a Growing Market,” brought together senior voices from across both markets, including agency heads, creatives, media executives, and CMOs. Moderated by Campaign Middle East editor Anup Oommen, the session turned into a candid audit of what both advertising sectors need—and what they can offer each other.
Saudi’s Creative Ascent
Saudi Arabia’s advertising industry is undergoing a purposeful reinvention as part of its Vision 2030 transformation. With government backing, strategic investments, and a digital-native population, the country’s creative economy is gaining global traction. That momentum showed at Cannes: Saudi agencies walked away with 12 Lions this year.
But growth brings new questions. What does creative effectiveness really mean in a region sprinting toward global relevance? The consensus: effectiveness is about measurable outcomes—whether that’s brand growth, engagement, or cultural relevance. Talent was also top of mind. As Jason Foo, CEO of BBD Perfect Storm, noted, “Saudi’s ambition and creative energy are undeniable.” The challenge lies in systematizing critical thinking to consistently deliver world-class work.
Why the UK Matters
That’s where the UK comes in. Known for its maturity in campaign strategy and nuanced brand building, the UK advertising sector has what Saudi needs: mentorship, structure, and a track record of global excellence. But this isn’t about one-way knowledge transfer.
“True collaboration means shared learning,” said Mohamed Al Ayed, Vice Chairman of the Athar Festival and CEO of TRACCS. That idea of reciprocity resonated across the discussion, with multiple leaders highlighting the power of cross-cultural partnerships that foster mutual respect and capability-building.
Jane Asscher of 23red put it simply: “This isn’t about exporting British ways of working. It’s about opening the door to shared insights and evolving together.”
From Dialogue to Action
This alignment is already translating into tangible action. UK Advertising is returning to Saudi Arabia as an official partner of the Athar Festival, bringing more than 20 senior UK advertising leaders to continue the conversation—and push it forward.
That’s not a symbolic gesture; it’s a strategic signal. Aisling Conlon, International Director for UK Advertising, sees the collaboration as foundational. “Our focus is on building long-term capability and confidence on both sides. That means platforms, mentorship, and sustainable talent development,” she said.
It’s not just about creating award-winning work. It’s about building an ecosystem where creativity is a catalyst for economic and cultural impact.
Redefining ROI in Creativity
The roundtable participants unanimously agreed: the return on investment in creativity is real and growing. It’s not just brand lift—it’s talent retention, innovation, and long-term value creation.
In an increasingly globalized, digital-first world, nations that double down on creative capability will shape not just advertising—but business and culture more broadly. That’s why collaboration matters more than ever.
Looking ahead to the Athar Festival, the excitement is less about the panels and more about the partnerships. Not just stories—but stories that matter. Source Middle East Campaign
Source – Middle East Campaign
