Middle East & Africa

The region's marketing, consumers & brands

Middle East & Africa

Warc News, 22 April 2013
LAGOS: Advertising creates awareness but word-of-mouth endorsements, in person or electronically, are what drive purchase decisions in Africa, a study from Nielsen has claimed.The research company surveyed 8,168 urban consumers across 15 African coun.

Warc News, 12 November 2001
A two-day hearing into accusations of racism in the nation’s advertising and media industries by a committee of the South African parliament [WAMN: 09-Nov-01], culminated in a decision to form a remedial task force. Operating under the aegis of.

Warc News, 6 June 2001
Just one week after winning the $40 million South African Tourism account [WAMN: 30-May-01], Johannesburg-based TBWA Hunt Lascaris has sold a 25% stake to a black-owned investment company controlled by Cyril Ramaphosa, a member of the nation’s poli.

Warc News, 6 November 2012
DUBAI: Social media platforms like YouTube and Facebook are enhancing their presence in the Middle East and North Africa (MENA), an area with considerable growth potential for these services.YouTube, the video-sharing portal owned by Google, is attem.

Shalom Levy and Yaniv Gvili, Journal of Advertising Research, Vol. 55, No. 1, 2015, pp. 95-109
Digital communication encourages individuals and marketers to share information easily and spread electronic word of mouth (e-WOM). Yet, many people may find it difficult to judge message and source credibility.

Safran S. Al-Makaty, G. Norman Van Tubergen, S. Scott Whitlow and Douglas A. Boyd, Journal of Advertising Research, Vol. 36, No. 3, May/June 1996
This study uses Q-Methodology to learn about the perceptions of advertising seen on the two national television channels in Saudi Arabia. Done in the kingdom during June 1992, the study asked male respondents to sort 52 items, most of which dealt with television advertising.

Warc News, 27 May 2013
DUBAI: Digital advertising expenditure in the Middle East will grow at between 25% and 30% a year to reach $1bn by 2018, according to an industry expert. Dimitri Metaxas, executive regional director, digital at Omnicom MENA, told Gulf Business that t.

Warc News, 11 March 2010
DUBAI: The financial crisis has exerted a direct impact on three-quarters of consumers in the Middle East and North Africa, a new study has found.YouGovSiraj, the research firm, and Bayt, the recruitment specialist, surveyed 10,699 adults in 13 marke.

Warc News, 9 April 2013
DUBAI: Television adspend in the Middle East could rise by 50% if issues related to accurate audience measurement can be resolved, with brand owners like Unilever and Ford keen for new solutions to be found. Advertisers in the region have complained .

Anu Sachdev, Warc Prize for Innovation, Entrant, 2014

This case study describes how Sterling Perfumes created and marketed Oros, a new premium perfume, to help them compete in the United Arab Emirates' luxury perfume market.



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