Middle East & Africa

The region's marketing, consumers & brands

Middle East & Africa

Warc News, 01 October 2015
JOHANNESBURG: South African shoppers are looking for a new experience from shopping malls, according to research which suggests they are moving away from large formulaic stores and favouring smaller niche outlets. This is the conclusion reached by Cl.

Anurag Vaish, Sema Sgaier, Steve Kretschmer, Ram Prasad, Tim Sweeney, Jeff Mulhausen, Katie Plocheck, Maaya Sundaram and Maria Eletskaya, ESOMAR, Winner, Best Case History, Congress, Dublin, September 2015

This paper explains the intent-action gap for male circumcision in Africa, and uses behavioural economics to propose some solutions.

MMA Smarties, Bronze, 2015

This case study explains how Hungry Lion, a fast food chain in South Africa, created a gamified coupon scheme to engage people and increase sales.

MMA Smarties, Gold, 2015

This case studies shows how Axe, the deodorant brand, launched a product targeting men in Turkey with live music events and a new use of mobile WiFi.

MMA Smarties, Bronze, 2015

This case study explains how Rexona, a deodorant brand, used sponsorship of a TV show and a mobile app to increase engagement with consumer in Turkey.

Warc News, 23 September 2015
DUBAI: Muslim consumers worldwide contributed US$107bn to the global digital economy of nearly US$2 trillion in 2014, and their spending will grow faster than the rest of the digital economy by 2020, according to a new study. The Digital Islamic Econ.

Warc News, 21 September 2015
JOHANNESBURG: South Africa's total entertainment and media advertising revenue is expected to rise by 5.6% between 2014 and 2019 with digital fuelling much of that growth, according to a new report from PwC. The consulting firm's 'Entertainment and M.

Marie Abiad and Anthony Giordano , Warc Prize for Connection Strategy, Shortlisted, 2015

This case study shows how Nido Fortified, a full cream milk powder for children aged 4-12, grew its market share in the Middle East while emphasising the brand's emotional bond with mothers.

Tahaab Rais, Warc Prize for Connection Strategy, Shortlisted, 2015

This case study describes how SmartLife, an NGO for Dubai's labourers, created Project Akshar (Alphabets) to help labourers learn English to improve their status and quality of life.



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