TikTok to host annual Ad Awards in Riyadh

This year’s program features nine award categories. (Supplied)
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Updated 25 August 2025
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TikTok to host annual Ad Awards in Riyadh

  • Event covers creative agencies from the Middle East, Turkiye, Africa, Pakistan and South Asia
  • Categories recognize efforts in TikTok advert campaigns including those done on a budget and via creator collaborations

DUBAI: TikTok will host the second edition of its annual Ad Awards for the Middle East, Turkiye, Africa, Pakistan and South Asia region in Riyadh this December.

Launched last year, the awards celebrate leading advertising campaigns on TikTok and the brands and agencies behind them.

“After the incredible creativity we saw last year, we’re excited to bring the TikTok Ad Awards to Riyadh for 2025,” said Shadi Kandil, general manager of Global Business Solutions for the Middle East, Turkey, Africa, Central and South Asia at TikTok.

He added: “These awards are about celebrating the work that goes beyond advertising to create cultural moments, inspire joy, and drive tangible business results.”

This year’s program features nine award categories, such as “It’s the Creative for Me” and “Sound On Please.”

These categories celebrate creativity, with the former focusing on campaigns based on ideas unique to TikTok, and the latter recognizing audio-centric campaigns.

The “Community Core” category highlights campaigns driven by creator and community collaborations, while “Bougie on a Budget” honors campaigns that delivered results on modest budgets.

Focused on different stages of the marketing funnel, categories such as “Full Funnel Flex,” “Big Branding Energy,” and “Goal Digger” recognize campaigns that span the entire marketing funnel, build brand awareness, and drive conversions and sales, respectively.

The awards ceremony will feature a live-voting segment, giving audiences the chance to select “The People’s Choice” award for best campaign.

Lastly, the top honor, “The Greatest Of All Time,” will go to the best overall campaign that combines creativity, media performance, and proven effectiveness.

The awards are open to brands and agencies based in Saudi Arabia, the UAE, Qatar, Lebanon, Iraq, Egypt, Morocco, Kenya, Nigeria, South Africa, Turkiye, Kazakhstan, Azerbaijan, Cyprus, Pakistan, Bangladesh and Sri Lanka.

Submissions close on Oct. 31.


Trending: BBC report suggests sexual abuse and torture in UAE-run Yemeni prisons

Updated 02 February 2026
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Trending: BBC report suggests sexual abuse and torture in UAE-run Yemeni prisons

  • The investigation was produced by British-Yemeni BBC journalist Nawal Al-Maghafi

LONDON: A recent BBC video report diving into what it says was UAE-run prison in Yemen has drawn widespread attention online and raised fresh questions about the role of the emirates in the war-torn country.

The report, published earlier this month and recently subtitled in Arabic and shared on social media, alleged that the prison — located inside a former UAE military base — was used to detain and torture detainees during interrogations, including using sexual abuse as a method.

The investigation was produced by British-Yemeni BBC journalist Nawal Al-Maghafi, who toured the site, looking into cells and what appear to be interrogation rooms.

Al-Maghafi said the Yemeni government invited the BBC team to document the facilities for the first time.

A former detainee, speaking anonymously, described severe abuse by UAE soldiers: “When we were interrogated, it was the worst. They even sexually abused us and say they will bring in the doctor. The ‘so-called’ doctor was an Emirati soldier. He beat us and ordered the soldiers to beat us too. I tried to kill myself multiple times to make it end.”

Yemeni information minister, Moammar al Eryani also appears in the report, clarifying that his government was unable to verify what occurred within sites that were under Emirati control.

“We weren’t able to access locations that were under UAE control until now,” he said, adding that “When we liberated it (Southern Yemen), we discovered these prisons, even though we were told by many victims that these prisons exist, but we didn't believe it was true.”

The BBC says it approached the UAE government for comment, however Abu Dhabi did not respond to its inquiries.

Allegations of secret detention sites in southern Yemen are not new. The BBC report echoes earlier reporting by the Associated Press (AP), which cited hundreds of men detained during counterterrorism operations that disappeared into a network of secret prisons where abuse was routine and torture severe.

In a 2017 investigation, the AP documented at least 18 alleged clandestine detention sites — inside military bases, ports, an airport, private villas and even a nightclub — either run by the UAE or Yemeni forces trained and backed by Abu Dhabi.

The report cited accounts from former detainees, relatives, civil rights lawyers and Yemeni military officials.

Following the investigation, Yemen’s then-interior minister called on the UAE to shut down the facilities or hand them over, and said that detainees were freed in the weeks following the allegations.

The renewed attention comes amid online speculation about strains between Saudi Arabia and the UAE over Yemen.