The Maheerah Programme has officially opened applications for its fourth edition ahead of the Athar Saudi Festival of Creativity 2026. This initiative supports high-performing, mid-career women in Saudi Arabia’s creative marketing industry through structured mentorship and professional training. Notably, the application window remains open until 24 September 2026.
Organizers confirmed that the initiative operates in partnership with Publicis Groupe Middle East. Consequently, participants gain direct access to industry leaders who provide career guidance and skill development. This collaboration aims to build a sustainable professional environment for local talent within the broader economy.
“I’ve been fortunate enough to see the Maheerah Programme evolve from an ambitious concept into a thriving community of talented and driven women.”
Kamille Merchant, Director of Athar Festival
Maheerah Programme Structure and Core Components
The initiative divides its activities into three distinct operational areas to maximize long-term impact. Specifically, the Maheerah Programme runs an intensive cycle of mentorship and professional development. Meanwhile, the Network keeps members connected year-round through regular sessions and events. Finally, the Alumni community links graduates through ongoing opportunities and peer support.
Expanding Professional Networks
Currently, the associated network connects more than 300 members from across the Kingdom’s creative communications sector. This group hosts over 12 sessions annually to address essential career skills. Notably, these sessions cover topics such as creative confidence, idea delivery, and negotiation strategies. Furthermore, these events help build lasting professional relationships.
“We believe a stronger industry starts with investing in our future leaders, and together with Athar, we remain committed to building a stronger marketing and communications ecosystem for the Kingdom.”
Bassel Kakish, Chief Executive Officer at Publicis Groupe ME & Turkey
Application Timeline and Event Details
The upcoming cycle of the Maheerah Programme will take place during the main festival in Riyadh. Specifically, the event is scheduled for 24-25 November 2026. Applications opened on 30 June and will close on 24 September, with selected participants announced in October.
Future Outlook for Saudi Creative Sectors
As Saudi Arabia continues its economic diversification under Saudi Vision 2030, the creative industries play an increasingly important role. Consequently, initiatives that support local professionals help align the workforce with national development goals. The festival itself, presented by Motivate Media Group and TRACCS, serves as a primary gathering point for leaders and emerging talent to share insights.
About the Partner Organizations
Publicis Groupe Middle East and Turkey operates as a regional leader in communication, media, and digital business transformation. Headquartered in Dubai, the group employs 3,600 professionals across eight regional markets. Their involvement in the festival highlights the growing collaboration between international agencies and local Saudi talent.
