SRMG Labs, the dynamic creative agency operating under the Saudi Research and Media Group (SRMG), has cemented its status as a creative force by earning the highest honour — “Creative Team of the Year” — at the 2025 Athar Festival of Creativity in Riyadh. The agency’s success was comprehensive, taking home an impressive seven total awards, including recognition for Chief Creative Officer Fadi Mroue as “Creative Leader of the Year.”
This exceptional performance at Athar follows international acclaim, highlighted by SRMG Labs’ placement as the 4th best agency in the MENA region in the global rankings released by the Cannes Lions Festival of Creativity.
The crowning achievement of their year was the widely praised “The Second Release” campaign for Billboard Arabia. This powerful project utilised contemporary technology and innovative narrative techniques to pay tribute to the late, legendary Saudi artist Etab. The campaign resonated on a global scale, culminating in a highly sought-after Gold Lion at the 2025 Cannes Lions Festival.
The year 2025 has been characterised by transformation for SRMG Labs. The agency successfully moved past its origins as an in-house unit to become a fully operational, full-service creative powerhouse. It has established key partnerships with prominent regional institutions and brands, actively contributing to the Kingdom’s growing creative economy. Noteworthy collaborations this year include the launch of the Mountain Dew × Saudi Esports partnership with PepsiCo, alongside major projects delivered for the Saudi Tourism Authority and Savvy Games Group.
These latest wins at the Athar Festival significantly enhance SRMG Labs' growing roster of global accolades, reinforcing its position as a frontrunner in cultural impact, innovative storytelling, and creative leadership throughout the Middle East and beyond.
