Middle East & Africa

The region's marketing, consumers & brands

Middle East & Africa

Selin Cetinelli and Basak Oruc, ESOMAR, Congress, Nice, September 2014

This paper describes research for Unilever in Turkey that explored consumer attitudes to sustainability and identified ways to embed sustainability into everyday behaviour.

Massimo Cealti and Nicolas Siega, ESOMAR, Congress, Nice, September 2014

This paper assesses the multiple challenges for fragrance and flavour research in emerging markets and presents a new methodology tested in South Africa which overcomes these.

Warc News, 15 August 2014
DUBAI: Online adspend in the Middle East and Africa is set to grow at a compound annual growth rate of 27% over the next five years according to a new forecast which says the region's advertising is undergoing a "seismic shift".A report from IDC, New Media Market: Internet Advertising Spending in Middle East and Africa in 2013 and 2014–2018 Forecast, attributes this dynamism to rising internet penetration and the growing economic affluence of the region's consumer base.

Warc News, 13 August 2014
DUBAI: Samsung and Google are the two brands which generated the most buzz in the United Arab Emirates during the first half of 2014, according to new data. YouGov's BrandIndex tracks over 500 brands in the UAE across multiple sectors simultaneously to provide a daily measure of brand perception among the public.

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.

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.



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