Event to be hosted by Motivate Media Group, TRACCS DUBAI: UAE-based Motivate Media Group, and communications consultancy TRACCS — which started in and is headquartered in Saudi Arabia — have announced the launch of the inaugural Athar — Saudi Festival of Creativity, in Riyadh in November. The festival aims to bring together the creative and marketing industries in Saudi Arabia to recognize and celebrate them. Mohamed Al-Ayed, vice chairman of Athar Festival and CEO of TRACCS, said that the event would “enable and empower a new generation of creative-first Saudi marketers and inspire the sustainable development of the country.” The festival — which is being held over four days — will include a variety of training courses, roundtables, C-suite sessions, young talent competitions, and an awards ceremony. It will also boast exclusive programs for women and executive marketers. The awards will be presented to agencies, networks, and brands, and will be verified by Cannes Lions and Dubai Lynx. Ian Fairservice, chairman of Athar Festival and managing partner and group editor-in-chief of Motivate Media Group, said: “The festival will be a dynamic and vibrant meeting place in Saudi Arabia where culture, creativity, talent, and technology will collide. “It is a celebration of the power of creativity in an environment that inspires cultural exchange, collaborative innovation, tangible learning, and training and development.”