Three years ago, following a meeting at Cannes Lions, UK Advertising and Athar Festival signed a partnership with a shared ambition: to strengthen the relationship between the UK’s and Saudi Arabia’s advertising industries. As that first three-year chapter comes to an end, this year’s UK Advertising and Athar Festival roundtable at Cannes Lions felt like an opportunity to reflect on how far the relationship has come. Three years ago, much of the discussion centred on understanding the Saudi Arabian market, making introductions and exploring where opportunities existed. UK Advertising will bring its largest delegation to date to Riyadh, alongside an expanded programme of meetings, and industry events. By Aisling Conlon, International Director, UK Advertising, Advertising Association