Middle East & Africa

The region's marketing, consumers & brands

Middle East & Africa

Jay Chiat Strategic Excellence Awards, Gold, 2016

This case study describes how Turkcell, Turkey's largest telecommunications company, tackled a global problem that is particularly acute in Turkey - diabetes - by removing the shroud around the condition and changing inertia into action.

MMA Smarties, Gold and Silver, 2016

This case study describes how Nike, a US sports brand, used innovation to inspire its target audience and got them excited about the launch of the new Turkish National Jersey, produced by Nike, during the Turkish National Team friendly games before the Euro Cup.

Erin Satterlee, Natalie Forcier, ESOMAR, Congress, New Orleans, September 2016

This paper describes the research methods developed by UNICEF and its agency partner to measure the impact of its humanitarian support in remote areas of Africa, illustrated by two case studies.

Warc News, 30 August 2016
DUBAI: As the world's largest indoor amusement park prepares to open tomorrow in Dubai, this sector is emerging as a fast-growing, post-oil focus for the region and is attracting the involvement of leading US and European brands.IMG Worlds of Adventu.

Warc News, 19 August 2016
JOHANNESBURG: More than half of TV advertising spend in South Africa this year has been wasted, according to an industry figure who says that most new ads are not achieving any cut-through with viewers.Monique Claassen, director/Media and Digital Ins.

Warc Exclusive, July 2016

This report describes how toiletries brands are using social media to engage with their consumers in the EMEA region.

Warc News, 13 July 2016
DUBAI: People in the UAE are spending up to six hours a day on social media, according to a survey which identifies Facebook as by far the most popular networking site. Research firm YouGov polled more than 5,000 residents of the United Arab Emirates.

Warc News, 12 July 2016
LAGOS: The telecoms sector is by far the largest spender on advertising in Nigeria, accounting for 17% of total expenditure in 2015 according to a new study. The annual Mediafacts report from media agency mediaReach OMD put overall adspend for the ye.

Warc News, 11 July 2016
JOHANNESBURG: Some 88% of African consumers are optimistic about the future, rising to above 90% in the major markets of Egypt, Kenya and Nigeria, and this is reflected in their eagerness to buy new products, a recent study has shown.For its African .

Warc News, 30 June 2016
JOHANNESBURG: South African advertisers face being drawn into a political battle over the editorial practices of the South African Broadcasting Corporation (SABC), which has seen a number of top level executive changes and allegations of news coverag.



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