Middle East & Africa

The region's marketing, consumers & brands

Middle East & Africa

Warc News, 29 July 2014
LAGOS: Consumption in Nigeria could more than triple to almost $1.4 trillion a year by 2030, an increase of about 8% annually, a new report has forecast.And if the country reaches its full potential, annual GDP could exceed $1.6 trillion in 2030 – co.

Warc News, 24 July 2014
JOHANNESBURG: MTN has retained its status as South Africa's most valuable brand in an evaluation of the country's top 50 brands that gives the mobile operator a brand value of more than twice that of its nearest rival.According to the South Africa To.

Warc News, 23 May 2014
JOHANNESBURG: South African brands need to find new ways to connect with consumers according to a report which says far too many of them communicate in cliché and have only a superficial understanding of their customers.The Yellowwood brand strategy .

Nicholas Allo, International Journal of Market Research, Vol. 56, No. 3, 2014
Efforts are continually made from within and outside developing countries, to better understand the consumer and customer distribution, for the purpose of devising and delivering a more accurate means to market insight within such regions. Despite some of the efforts being made, it appears there still is an inability to achieve a similar level of market and/or population insight as there is available for most developed countries.

Warc News, 16 May 2014
RIYADH: Internet usage and social networking rates are already high in Saudi Arabia, but new analysis has identified a growing demographic segment which behaves in a significantly different manner from the average Saudi adult.Authored by Shaharyar Um.

Warc News, 25 April 2014
LAGOS: Social media sites are among the most visited across Africa but in Nigeria mobile chat platforms and microblogs are proving the most attractive to consumers, according to a report.The Social Media Landscape in Nigeria, from communications cons.

Low Lai Chow, Event Reports, Mobile East Africa, February 2014
This event report addresses how Safaricom, the telecoms company, is helping transform the lives of customers and communities in Kenya. Perhaps its best-known innovation in this area is M-PESA, the micropayments service which has 18 million users, and has given consumers at the bottom of the pyramid access to vital financial services.

Tahaab Rais, Warc Prize for Social Strategy, Entrant, 2014

This case study shows how Coca-Cola, the beverage giant, used the International Day of Happiness in 2013 to engage with students in the United Arab Emirates.

Tahaab Rais, Warc Prize for Social Strategy, Entrant, 2014

This case study shows how, to celebrate the spirit of positive change and optimism resulting from the Arab Spring, Coca-Cola launched 'Today I Will', an initiative aimed at unlocking individual potential whilst staying true to the values that shape Middle Eastern society.



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