Middle East & Africa

The region's marketing, consumers & brands

Middle East & Africa

Marcia Roosevelt, Admap, February 2015

This article urges a rethink of luxury marketing, as western societies change and make mass-marketing less relevant, while other countries have different approaches to hierarchy.

Yamen Koubaa, Rym Boudali Methamem and Fatitha Fort, International Journal of Market Research, Vol. 57, No. 1, 2015
Marketers are interested in how consumers perceive product cues in order to build an appropriate marketing mix. Country and brand images are some of the cues proven to be of significant impact on consumer behaviour.

Simon Kemp, Research on Warc, We Are Social, 2015

This report presents charted data of key social, digital and mobile statistics at global and regional level for 2015, and includes detailed reports for 30 countries.

Euromonitor Strategy Briefings, January 2015

This report sets out some of the features of a new set of emerging markets - Nigeria, Indonesia, Mexico, the Philippines and Turkey - the 'NIMPTs'.

Warc News, 20 January 2015
DUBAI: The market for smartphones is booming across the Middle East and Africa, with 4G handsets gaining ground rapidly in Gulf states, according to new IDC research. The latest figures from market intelligence firm International Data Corporation (ID.

Bijal Pathak, Warc Prize for Innovation, Entrant, 2014

This case study describes how Dubai Customs impressed over 500 IT specialists who were delegates from around the world for the 2013 World Customs Organisation's annual IT Conference.

Bijal Pathak, Warc Prize for Innovation, Entrant, 2014

This case study describes how leading Middle Eastern telecommunications provider Etisalat created a campaign to drive subscriptions to its premium TV service, eLife TV.

Warc News, 11 November 2014
LAGOS: The appetite of Nigerians for modern retail is growing faster than developers can build space, with international brands clamouring for places they can open stores."Everybody is talking about the size of Nigeria's population and the increasing.

Warc News, 10 November 2014
CAPE TOWN: Sub-Saharan Africa is the fastest growing region in the world for mobile connectivity and the number of unique mobile subscribers in the region is expected to grow to more than half a billion by 2020, according to a new industry report.The.



Islamic Marketing

Standards and preferences of Muslim consumers


Old Mutual South Africa

An insurance brand appeals to consumer "wisdom"


Targeting the Lions

Marketing to Africa's rising middle classes


Turk Telekom: No place like home

Reversing a decline in Turkish landline usage