SRMG LABS, the creative agency of the Saudi Research and Media Group (SRMG), has been named “Creative Team of the Year” the highest accolade at this year’s edition of the Athar Festival of Creativity.
Taking place in Diriyah, the Athar Festival of Creativity is annual celebration of creativity and creatives in business across the Kingdom. Athar is well-known as a place for leaders, senior decision-makers, managers and emerging talent from brands, agencies, government and universities to come together.
This year, SRMG Labs took home seven awards in total, including “Creative Leader of the Year” for SRMG’s Chief Creative Officer, Fadi Mroue. The recognition caps a landmark year for SRMG LABS, whose standout campaign “The Second Release” for Billboard Arabia paid tribute to the legendary Saudi artist Etab. The campaign re-imagined Etab’s legacy through technology, storytelling, and culture — earning international acclaim and a Gold Lion at the 2025 Cannes Lions Festival of Creativity. This success follows Cannes Lions’ annual agency rankings, which placed SRMG Labs as the 4th best agency in the MENA region — a remarkable achievement for a young creative powerhouse redefining the region’s creative landscape.
Jomana Al Rashid, CEO of SRMG, said:“These wins are a testament to the talent, vision, and innovation of our teams. SRMG LABS continues to redefine creative excellence and showcase our region’s voice on the global stage. Their work embodies our mission to tell stories that shape culture, and inspire the next generation of creators. Whilst prize-winner Fadi Mroue, Chief Creative Officer of SRMG, added: “Being named Creative Team of the Year and Creative Leader of the Year is both humbling and energising. This recognition belongs to every creative, strategist, and storyteller who believes in our shared vision - to build ideas born from this region that can stand proudly anywhere in the world.”
2025 marks a transformative year for SRMG LABS — evolving from an in-house agency into a full-service creative powerhouse, partnering with some of the region’s most influential brands and institutions. Earlier this year, SRMG LABS collaborated with PepsiCo to launch the Mountain Dew × Saudi Esports partnership, and delivered a range of impactful projects with Savvy Games Group, the Saudi Tourism Authority, and other major entities shaping the Kingdom’s creative economy. SRMG LABS’ wins at Athar add to its growing list of international accolades this year and reinforce its position as a leader in creative innovation, storytelling, and cultural impact across the Middle East and beyond.S
