Athar announced the launch of the Maheerah Programme, a mentorship initiative for women working in the marketing communications industry

The Maheerah Programme, a mentorship programme for women working in the Kingdom's marketing communications profession, was introduced by the Saudi Festival of Creativity, Athar. During the festival on November 14–16, ten high-potential women who work in marketing, communications, PR, and other relevant fields will get mentoring from the programme. The deadline for applications is October 23. On November 2, the participants who have been chosen will be revealed. 

The festival, which will take place at the Hotel Crowne Plaza in Riyadh from November 13 to 16, will feature roundtable discussions, C-suite sessions, coaching, training courses, in-depth seminars, young talent competitions, and an awards ceremony. Officials from MBC Media Solutions, a co-partner of the festival, and the Saudi Conventions and Exhibitions General Authority, a strategic partner, were present when the news was made.

Approximately 1,500 delegates from all over the world will be present at the event, including representatives of some of the leading businesses in the Kingdom, like HungerStation, Red Sea Global, Saudi Aramco, Saudi Telecom Co., and Saudi Tourism Authority. More than a hundred speakers from across the globe will discuss how creativity can change Saudi Arabia.

The Athar Awards gala dinner will be the festival's finale. The top agencies, networks, brands, and academies for emerging talent will get awards this decade.