Middle East & Africa

The region's marketing, consumers & brands

Middle East & Africa

Ruthie Brandman and Christiane Schmitz-Trebeljahr, ESOMAR, Qualitative, November 2014

This paper explains how Cognitive Interview (CI) can be applied to qualitative market research, using examples from Germany, Israel and the US which generated insights on the detailed perceptions of a retail environment.

Low Lai Chow, Event Reports, Spikes Asia, September 2014

This event report looks at some of the best campaigns in Africa and India that have been based on an understanding of the local culture.

Warc News, 11 November 2014
LAGOS: The appetite of Nigerians for modern retail is growing faster than developers can build space, with international brands clamouring for places they can open stores."Everybody is talking about the size of Nigeria's population and the increasing.

Warc News, 10 November 2014
CAPE TOWN: Sub-Saharan Africa is the fastest growing region in the world for mobile connectivity and the number of unique mobile subscribers in the region is expected to grow to more than half a billion by 2020, according to a new industry report.The.

Tom White, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study describes a campaign by Lays, the snack brand owned by PepsiCo, which was tested in the UK before rolling out across local markets, inviting people to participate by submitting new flavour ideas.

Tahaab Rais, Warc Prize for Innovation, Shortlisted, 2014

This case study explains how Coca-Cola created a memorable, ownable community social responsibility platform that would empower young people in the Middle East to make a positive impact on their society beyond passive charity.

Tahaab Rais, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Coca-Cola Middle East created a new music platform, Coke Studio, to attract young people to the brand.

Tahaab Rais, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how SmartLife, a United Arab Emirates (UAE) based charity, created a scheme that connected white-collar workers with labourers to help provide them with an education.

Warc News, 25 September 2014
DUBAI: Consumers in the Middle East spend more than one hour a day on news consumption and show a preference for stories that include video content, new research has shown.Consulting firm Deloitte polled 18-44 year olds in the United Arab Emirates, E.



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