Middle East & Africa

The region's marketing, consumers & brands

Middle East & Africa

Warc News, 8 February 2017
CAPE TOWN: Heineken, the beer brand, has reported a "huge success" for its recent experiential event in Cape Town, a local adaptation of its #ShapeYourCity campaign. This is an evolution of its Cities of the World campaign, which set out to show cons.

Warc News, 17 January 2017
JOHANNESBURG: The number of pay-TV subscribers in sub-Saharan Africa is projected to almost double over the next five years, with the figures having been given a boost during 2016 as the leading operators were drawn into a price war. A study by Digit.

Warc News, 23 December 2016
JOHANNESBURG: Burger King has tapped into the enthusiasm for augmented reality (AR) with its own AR game, Defend The King, which is replacing toys as a purchase incentive in its South African restaurants. "Moving away from toys is an initiative from .

Warc News, 20 December 2016
RIYADH: More Saudis use the mobile internet every week than watch television, making mobile a true mass media, according to a new mobile path-to-purchase tracker. The first of a series of quarterly surveys of 500 Saudi Arabian smartphone users by On .

Direct Marketing Association - UK, Gold, Best business to business campaign, Best use of mail, Best design or art direction; Silver, Best launch campaign, 2016

This case study details how What3words, a geocoding system for the simple communication of location, targeted developing countries in Africa without reliable addressing systems.

Direct Marketing Association - UK, Gold, Best use of mobile, 2016

This case study describes how Barclays Africa, a South African banking group, used predictive analytics to help resolve potential threats for consumers.

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 and Evan Kearney, Warc Media Awards, Entrant, Effective Channel Integration, 2016

This case study describes how Coca-Cola used the power of social media to send a message against prejudice in the Middle East.

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

This case study describes how Coca-Cola created a purposeful community improvement platform as a way to win more brand love and affinity with teens and youth in the Middle East.



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