Middle East & Africa

The region's marketing, consumers & brands

Middle East & Africa

Warc News, 24 March 2015
LONDON/LAGOS: Global PR firms are increasingly looking to set up offices in African markets, where the emphasis of their work is shifting from the political to the commercial. African Business reported that this development was in part a consequence .

Shalom Levy and Yaniv Gvili, Journal of Advertising Research, Vol. 55, No. 1, 2015
Digital communication encourages individuals and marketers to share information easily and spread electronic word of mouth (e-WOM). Yet, many people may find it difficult to judge message and source credibility.

Warc News, 13 March 2015
CAPE TOWN: Brands looking to enter African markets ought to look beyond the traditional approach and consider segmenting by attitude rather than geography a study has said.According to South African marketing strategists Yellowwood, "Very few brand.

Marcia Roosevelt, Admap, February 2015

This article urges a rethink of luxury marketing, as western societies change and make mass-marketing less relevant, while other countries have different approaches to hierarchy.

Yamen Koubaa, Rym Boudali Methamem and Fatitha Fort, International Journal of Market Research, Vol. 57, No. 1, 2015
Marketers are interested in how consumers perceive product cues in order to build an appropriate marketing mix. Country and brand images are some of the cues proven to be of significant impact on consumer behaviour.

Simon Kemp, Research on Warc, We Are Social, 2015

This report presents charted data of key social, digital and mobile statistics at global and regional level for 2015, and includes detailed reports for 30 countries.

Euromonitor Strategy Briefings, January 2015

This report sets out some of the features of a new set of emerging markets - Nigeria, Indonesia, Mexico, the Philippines and Turkey - the 'NIMPTs'.

Warc News, 20 January 2015
DUBAI: The market for smartphones is booming across the Middle East and Africa, with 4G handsets gaining ground rapidly in Gulf states, according to new IDC research. The latest figures from market intelligence firm International Data Corporation (ID.

Bijal Pathak, Warc Prize for Innovation, Entrant, 2014

This case study describes how leading Middle Eastern telecommunications provider Etisalat created a campaign to drive subscriptions to its premium TV service, eLife TV.



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