Middle East & Africa

The region's marketing, consumers & brands

Middle East & Africa

Pnina Wiessman, Warc Prize for Innovation, Entrant, 2016

This case study describes how Mizrahi Tefahot, one of the leading banks in Israel, created a strategy to bring happiness to banking, differentiating itself from the competition and growing its customer base.

Tahaab Rais, Warc Media Awards, Effective Use of Tech, 2016

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 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.

Sara Kamal, Shu-Chuan Chu & Mahmood Pedram, Agency Magazine, Vol. 13, Issue 1 2013
Social media websites such as Facebook, Twitter, YouTube, and Foursquare provide consumers with tremendous opportunities to create and disseminate brand-related content and product usage information around the world. This study investigates whethermaterialism, an important construct of consumer behavior, is a consequence of socialmedia usage, which also influences users' attitudes toward social media advertising (SMADV) among American and Arab young social media users.

Adhil Patel and Ryan Versfeld, WPP Atticus Awards, Merit, 2011
This paper from TNS explores what advancements in mobile technology mean for market research, specifically how mobile research could be used to generate better consumer insight. It provides an overview of various mobile research designs, commercial applications that are currently available and discusses the implications of mobile research by outlining results of a survey administered through an iPhone application.

Olya Ilicheva and Rebecca Drakeford, Warc Media Awards, Entrant, Effective Channel Integration, 2016

This case study demonstrates how Hilton, an American hospitality group, drove digital direct bookings across the UK, Germany, UAE and Saudi Arabia with the help of a multi-platform, cross-market campaign.

John Gabriel and Christiane Gabriel, Qualitative Research, Boston, November 2002, pp. 11-36
The paper throws light onto the attitudes held by women, across ages and cultures, in the reality of the 'new' South Africa. It is based on a four month syndicated qualitative study undertaken in the middle of 2001, using a variety of elicitation methodologies and making extensive use of digital video and still photography in the ongoing presentation of results.

Warc News, 6 June 2001
Just one week after winning the $40 million South African Tourism account [WAMN: 30-May-01], Johannesburg-based TBWA Hunt Lascaris has sold a 25% stake to a black-owned investment company controlled by Cyril Ramaphosa, a member of the nation’s politi.

Warc News, 9 February 2016
DUBAI: Arab women are tech savvy, socially engaged and ready to shake off the stereotypes according to research released ahead of the Marketing to Women summit in Dubai. A survey of 2,000 women across the Gulf region, conducted by researcher Nielsen,.

B. Satya Prakash, ESOMAR, Brand Management, February 1998
This paper aims to understand the low income consumers in Egypt and give indicators to marketers on how to build brand loyalty and long-term and sustainable equity among them. The results are based on quantitative interviews and focus group discussions conducted among housewives in the lower social classes for two product categories, detergents and tomato paste.



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