Middle East & Africa

The region's marketing, consumers & brands

Middle East & Africa


MRS Awards, Finalist, Virginia Valentine Award for Cultural Insights, 2016

This paper sets out a research project for Unilever, the FMCG manufacturer, to deliver an understanding of how toothpaste is consumed amongst lower-income groups in Nigeria, Ethiopia, India and the Philippines.


MRS Awards, Winner, Public Policy/Social Research, 2016

This paper describes a cross-funded international research programme designed to hasten a decline in child marriage in four developing economies around the world.


Tahaab Rais, Warc Media Awards, Shortlisted, Effective Channel Integration, 2016

This case study describes how SmartLife, a leading NGO for Dubai's blue-collared labourers, launched free English classes by using visual learning techniques.


Tahaab Rais, Warc Media Awards, Shortlisted, Effective Channel Integration, 2016

This case study describes how Emirates NBD, one of the largest banking groups in the Middle East, used an emotionally-charged branded video to promote saving for retirement.


Habib Daher, Warc Media Awards, Shortlisted, Effective Channel Integration, 2016

The case study describes how PepsiCo energy drink brand Sting used TV, digital and sampling tactics to launch the brand and redefine the sector in Egypt.


Tahaab Rais, Warc Media Awards, Shortlisted, Effective Channel Integration, 2016

This case study describes how MasterCard in Dubai used its Priceless Causes platform and 'A Priceless Delivery' interactive wall to connect people who wanted to donate meals to displaced children around the world.


Warc News, 23 November 2016
ISTANBUL: Turkey has been the source of award-winning mobile campaigns but mobile budgets remain a small proportion of the total marketing budget and their limited size is a brake on industry growth, according to a new study from Warc and the MMA.The.

Amy Rodgers, Warc Data, November 2016

This report summarises the Turkish responses to Warc's EMEA mobile marketing survey, conducted on behalf of the Mobile Marketing Association to assess how advertisers and agencies are using, and planning to use, mobile in their marketing.


Carl Bou Abdallah , Warc Media Awards, Shortlisted, Effective use of partnerships and sponsorships, 2016

This case study shows how McDonald's launched a zero-budget Facebook campaign aimed at Jordanian teens that used a strategic partnership with an acapella band - and reinforced the brand's positioning as loving, young and dynamic.


Cemre Cakar, Eda Onsel, Sina Karaca and Pelin Yalın, Warc Media Awards, Effective use of partnerships and sponsorships, 2016

This case study describes a campaign from Michelin, the tyre brand, in Turkey that defended its market leadership with a low-budget campaign that targeted the mass market via social media and support from influencers, rather than more expensive paid-for channels.

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