The Advertising Association’s UK Advertising Exports Group (UKAEG), in partnership with the British Embassy and the Athar Festival, hosted the inaugural UK & Saudi Arabia Advertising Leadership Reception in Riyadh last night. The event celebrated the growing friendship and collaboration between the UK and Saudi Arabia’s creative industries, marking the progress made since UKAEG’s first trade mission to the Kingdom last year.
The reception brought together senior leaders from Saudi Arabia’s marketing and communications sector, alongside a UK delegation of leading advertising, media, and production companies. It served as a platform to celebrate shared achievements, deepen partnerships, and explore new opportunities for collaboration between the two nations’ creative sectors.
A highlight of the evening was the presentation of the inaugural Friendship Honour, an award recognising individuals who have played a pivotal role in strengthening UK–Saudi collaboration in advertising. The first recipient of this honour was Taha Alsafi, Founder and CEO of Red Impact, acknowledged for his outstanding hospitality during UKAEG’s first trade mission to Riyadh in 2023.
“It is an honour to receive this award, and I know my colleagues across Saudi Arabia will take pride in being part of this achievement. I look forward to welcoming you back to Riyadh in the years ahead as we continue to strengthen our partnership,” said Taha Alsafi.
Jason Foo, CEO of BBD Perfect Storm and member of the UKAEG Leadership Board, added, “During last year’s UKAEG trade mission, we discovered first-hand the warmth, generosity, and openness of Saudi Arabian hospitality through Taha’s remarkable welcome. It’s only right that Taha Alsafi should be the very first recipient of the UKAEG Friendship Honour.”
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Reflecting on the milestone, Aisling Conlon, International Director for UK Advertising at the Advertising Association, said, “It was a privilege to bring UK and Saudi Arabian advertising leaders together at the British Embassy for our first Leadership Reception. The evening celebrated the friendship and collaboration between our industries, highlighted what we’ve achieved over the past year, and opened the door to new opportunities to work together in the years ahead.”
Jane Asscher, CEO of 23red and part of the UK delegation, added, “The brilliant conversation and warmth in the room evidenced the ever-growing strength of the friendship and partnership between UKAEG and the advertising and marketing community in Riyadh.”
This week marks a significant moment for UKAEG as it hosts its largest-ever delegation to Saudi Arabia, featuring meetings with Saudi business leaders, networking events, and the flagship Leadership Reception. The initiative builds on last year’s partnership with the Athar Festival, reinforcing the importance of collaboration between creative and business communities to drive sustained industry growth.
The event also underscores the growing importance of Saudi Arabia to UK Advertising and reaffirms the industry’s commitment to supporting the Kingdom’s evolving creative ecosystem.
For more information on how to get involved, please contact Aisling Conlon, International Director for UK Advertising at the Advertising Association.
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