Middle East & Africa

The region's marketing, consumers & brands

Middle East & Africa

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.

Research on Warc, Ogilvy and Mather, June 2016

This research by Ogilvy and Mather investigates the opportunities and challenges for brands in 12 developing markets.

Cannes Creative Lions, Creative Effectiveness Lions, 2016

This case study shows how Vodafone, a mobile carrier, was able to tackle the huge social problem of domestic violence in Turkey by using a specially developed app.

Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2016

This case study explores Vodafone's campaign in Egypt to grow usage base in the prepaid recharge card segment by having micro recharge cards used as small change.

Cannes Creative Lions, Creative Effectiveness Lions, 2016

This case study describes, soft drink giant, Coca Cola's campaign to bring the product back into its holiday advertising offer.

Cannes Creative Lions, Creative Effectiveness Lions, 2016

This case study describes how Sakker El Dekkene (Stop the Shop, or SED), a Lebanese anti-corruption NGO, created a platform that encouraged people to report corruption in Lebanon with the ultimate aim of exerting public pressure for change and reforms.



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