Middle East & Africa

The region's marketing, consumers & brands

Middle East & Africa


Warc News, 17 April 2017
DUBAI: Amazon's acquisition of Souq promises to transform not just the online shopping experience in the Gulf, but also the offline as malls and bricks-and-mortar stores rethink their approach. Last month the US giant bought access to a fast-growing.

Arnie Miller and Furio Pezzoli, ESOMAR, MENAP Dubai, March 2017

This paper describes how Ferrero, an Italian chocolatier, utilized a hybridized research approach to understand how children's behaviours are impacted during Ramadan in Saudi Arabia.


Mona Ahmed, Asli Kokcu Peksen and Ghaida Fatany, ESOMAR, MENAP Dubai, March 2017

This paper explores how PepsiCo, a food and beverage company, used a comparative assessment between multiple markets to measure the impact of the current economic situation on consumers in Egypt, Tunisia and Saudi Arabia.


Dushyant Gupta and Paris Hector, ESOMAR, MENAP Dubai, March 2017

This paper explores how Etihad Airways, a UAE airline, looked at digital adoption in the Middle East and how it will change understandings of consumers.


Kourosh Newman-Zand, ESOMAR, MENAP Dubai, March 2017

This paper explores the evolution of digital ethnography tools and their value in providing semiotic insight into cultural activity that is often difficult to access in Dubai.


Michalis Michael and Divya Radhakrishnan, ESOMAR, MENAP Dubai, March 2017

This paper demonstrates the value integrating social listening data with survey data, along with other traditional research methods, using a Health and Wellness case study discussed online in Arabic.


Rolfe Swinton, ESOMAR, MENAP Dubai, March 2017

This paper looks at the rise of person-centric measurement and how to measure media consumption in Saudi Arabia and Turkey, given the disruption of emergent digital platforms.


Nicolas Geahchan, Paola Mounla and Sally Alzaza, WARC Prize for Innovation, Gold, 2017

This case study describes how Lebanese supermarket chain Bou Khalil enabled the Lebanese people to give money responsibly to Syrian refugees with the Good Note - an alternative currency.


Tahaab Rais, WARC Prize for Innovation, Silver, 2017

This case study describes how Daman, a health insurance company in the United Arab Emirates, used innovative printing technology to give the population some much-need vitamin D.


Tahaab Rais, WARC Prize for Innovation, Bronze, 2017

This case study describes how United Arab Emirates banking brand Emirates NBD came up with an innovative product that kept construction workers cool to attract SME clients.

WARC RECOMMENDS


MARKET LEADER

Islamic Marketing

Standards and preferences of Muslim consumers


CASE STUDY

Old Mutual South Africa

An insurance brand appeals to consumer "wisdom"


ARTICLE FOCUS

Targeting the Lions

Marketing to Africa's rising middle classes


CASE STUDY

Turk Telekom: No place like home

Reversing a decline in Turkish landline usage