LIONS, the organization behind Cannes Lions, Effie, Contagious and WARC, will launch LIONS Riyadh in December 2027 as part of an expansion of its regional presence and a broader effort to make its creative marketing effectiveness platform more accessible worldwide.
The new regional event will be delivered in Saudi Arabia by Tahaluf, the organizers of LEAP and Cityscape Global, in partnership with the Ministry of Media.
LIONS said the platform will bring its global benchmarks, insights and networks closer to creative and marketing professionals in the Middle East, providing access to evidence, tools and industry connections relevant to regional markets.
“The Middle East’s creative evolution continues to accelerate. Creative sectors from film to fashion, and gaming to entertainment are expanding rapidly, with new platforms, talent and businesses emerging at pace. Creativity and marketing are playing an increasingly important role in how countries, brands and communities express themselves on the global stage.
“LIONS has always been a global platform for the world’s best creative thinking and marketing effectiveness. Bringing that platform to Riyadh is about making those global standards, insights and networks more accessible to the region’s creative community, ensuring Arab creative professionals have direct access to the benchmarks, learning and connections that can accelerate their impact and elevate their work on the global stage.”
The event is also expected to include a strategic alliance with Athar, the KSA event run by LIONS partner Motivate Media Group. LIONS said the alliance is intended to create a cohesive approach to serving the wider regional creative marketing economy while complementing its existing partnership with Dubai Lynx.
“This approach is designed to strengthen the region’s creative and marketing effectiveness, support local talent development, and position the Middle East as a global hub for marketing excellence,” Thomas said.
LIONS Riyadh will take place from December 6-8, 2027, at KAFD, bringing together professionals from marketing, advertising, media and creative communications.
The event will feature keynotes, learning programs and networking opportunities, along with established LIONS initiatives tailored for Riyadh. The organization said the program will reflect Saudi Arabia’s investment in creative infrastructure and talent development.
Sophie Bailey, VP MENA at LIONS, said the new platform responds to growing demand for stronger connections between regional talent, global networks and industry standards.
“The Middle East has always been home to exceptional creative talent, and we’re seeing increasing demand for platforms that can help that talent connect with global networks and industry standards. LIONS Riyadh addresses that need by bringing our benchmarks, evidence and learning closer to the region. It’s about creating a space where local creativity is celebrated, regional challenges are addressed, and the community can connect with the insights and networks that matter most.”
