Middle East & Africa

The region's marketing, consumers & brands

Middle East & Africa


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 non-profit organisation, created an interactive work of art to raise money and awareness about the education of blue-collar workers' children.


Saji Abraham, Varsha Chawda and Jane Dorsett, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Lifebuoy, the soap brand owned by Unilever, created a campaign in India to save children's lives through raising awareness of the need for handwashing with soap.


Bijal Pathak, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how pharmaceutical brand Lifescan created a new diabetes management system and complete education curriculum for diabetics and their caregivers in Kingdom of Saudi Arabia (KSA) to increase sales of its products.


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, Egypt and Saudi Arabia – 1,000 in each nation – for the Associated Press-funded report "Spring Tide: The new era for video news in the Middle East and North Africa".

Warc News, 23 September 2014
JOHANNESBURG: Internet advertising is growing fast across Africa, with its share of total expenditure set to double in some major markets over the next four years.The latest Entertainment and Media Outlook report for the region from consulting firm PwC showed that internet advertising was making the greatest inroads in Nigeria, where its share was forecast to rise from 5.7% in 2014 to 12% in 2018, helped by a predicted CAGR of 32.7% between 2013 and 2018.

Warc News, 19 September 2014
TEL AVIV: Marketers have yet another variable to consider when creating mobile ads, as a new study indicates a relation between engagement rates, colour and income.When mobile ad network Todacell found performance gaps in its multinational campaigns it set out to understand the reasons, running a series of mathematical and computational algorithms as it analysed the most common mobile ad targeting parameters such as geography, device, operating system and connection type.

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