Athar Festival’s Maheerah – a visionary network powered by Publicis Groupe – enters a bold new chapter in empowering Saudi women creatives with Amy Roko as its brand ambassador for 2025.

As one of the Kingdom’s fearless voices, the bold and brilliant Saudi content creator will be steering and hyping up the creative powerhouse event into its most impactful chapter yet, bringing her unapologetic energy, fresh dynamism, and authenticity to the community. This year, it expands to a three-day format, including an industry-wide networking event open to all women in the Maheerah Network.

Bassel Kakish, CEO of Publicis Groupe Middle East & Turkey, highlights the significance of this new chapter: “With a bigger and bolder program ahead, and Amy Roko joining us as ambassador, we’re amplifying everything Maheerah stands for. We can’t wait to meet the inspiring women joining us this year.” Commenting on these latest developments, Kamille Merchant, Athar Festival Director, adds: “Mabeerah has become one of the most meaningful initiatives at Athar Festival, growing from a programme to a network in just three years, marking a significant step in its evolution. Together, we are deepening our commitment to empowering women across every level of the creative industry. This is fittingly reflected by the appointment of Amy Roko as ambassador, which we are confident will bring new energy and more visibility to the programme.”

Here, Emirates Woman exclusively discusses with Roko about the collaboration and what attendees can look forward to during Athar Festival 2025.

Maheerah embodies values of authenticity, ambition, and community. How does it feel to be at the forefront of this initiative?

It feels powerful, honestly. To stand in a space that celebrates authenticity and ambition, values I live by, isn’t just about me, it’s about representing a generation of Saudi women who are done hiding their voices. It’s a privilege, but it’s also a responsibility. I don’t take it lightly, even if I joke about everything else in life.

Tell us more about the programme. What does the initiative aim to achieve?

The initiative is about giving women space, not just a seat at the table, but the confidence to flip the table if we don’t like how it’s set. It’s about creating platforms where creativity isn’t filtered or limited, where women can lead with their ideas and unapologetically own their individuality.

As a brand ambassador, what are the key elements of your role?

Honestly, my role is to show up as myself, my true self. Not the girl behind the veil, but the girl and the veil. I’m not here to copy and paste campaigns, I’m here to add my flavour. That means representing the brand in a way that’s authentic, bold, and maybe a little sarcastic but always true to me. For me, being a brand ambassador isn’t about logos, it’s about energy.

What are you most looking forward to at the Athar Festival, any highlights that you’re personally excited to see?

I’m most excited about the conversations that push boundaries. I want to see the raw, unfiltered talks where creatives drop the “safe answers” and actually tell us what’s going on in the industry. Also, let’s be honest, I’m looking forward to the people-watching. Creatives are a species of their own.

How are things changing for Saudi women within the creative landscape?  To you, what do you think are the pivotal factors driving this?

Things are moving fast, alhamdulillah. Saudi women are taking up space in ways that were impossible before. The main factor? Confidence. We’re realizing we don’t need permission to be creative. Add to that the platforms we now have, social media gave us the mic, and trust me, Saudi women know how to use it.

What have been some of your favourite moments in the partnership so far? And what have you learned about yourself in this creative journey?

My favourite moments are always the ones where women come up to me and say, “You made me feel seen. ” That’s priceless. And I’ve learned that my gut instinct is usually louder than any trend report. If something feels right to me, it’s going to connect with people because authenticity always wins.

As a creative icon, you’re known for being bold, pushing boundaries, and fearlessly going with your gut. What’s your advice to ensure Saudi creatives are staying ahead of the curve when it comes to creativity and individuality?

Stop asking for permission. Don’t water yourself down to fit in. The curve isn’t something you chase, it’s something you create. So, instead of copying what’s trending, lean into your weird ideas. The ones that make you think, “Is this too much?” Those are the ones that usually set you apart.

Was there a time you have been on the receiving end of such support from other women? How did that make you feel?

Yes, and it’s honestly life-changing. When women support each other, it’s not just encouragement; it’s a revolution. It makes me feel unstoppable, like no glass ceiling can survive a group of Saudi women hyping each other up.

For more information, visit atharfestival.com 

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