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.


Aneez Haiyoom, WARC Prize for Innovation, Entrant, 2016

This case study describes how Emirates NBD, a leading local bank in UAE, created a 'Bollywood on wheels' portable cinema to bring entertainment to labour camps, to improve its brand perception amongst affluent people and increase account openings.


Case Studies on WARC, 2016

This case study details how Head & Shoulders, an anti-dandruff shampoo brand, grew its shares in Israel by associating with the religious festival of Passover.


Aneez Haiyoom, WARC Prize for Innovation, Entrant, 2016

This case study describes how Suno FM, one of seven Hindi radio stations in UAE, partnered with Twitter to stand out from its competition and increase its listenership.


Ahmad Abu Zannad, WARC Prize for Social Strategy, Entrant, 2016

This case study describes how Almarai, the world's largest vertically integrated dairy company and the pride of Saudi Arabia, changed a negative online conversation to a positive one by using a digital campaign to shed light on a topic that was both relevant to a dairy brand and to a social issue in Saudi Arabia.


Tahaab Rais, WARC Prize for Connection Strategy, Entrant, 2015

This case study shows how Sony, the technology company, created the world's first underwater store to market the Xperia Z3, the world's first fully waterproof phone.


Dushyant Gupta and Paris Hector, ESOMAR, MENAP Dubai, March 2017

This paper explores how Etihad Airways, a UAE airline, looked at digital adoption in the Middle East and how it will change understandings of consumers.


Alan Azar, Tala Obeidat, Swarn Kaur et al, WARC Prize for Social Strategy, Entrant, 2016

The case study demonstrates how Durex, a condom maker, created an online campaign to inform consumers in the MENA region of a new product.


Tahaab Rais, Warc Awards, Shortlisted, Best Use of Brand Purpose, 2017

This case study shows how Daman, a health insurance brand, raised awareness about antibiotics self-prescription and over-consumption in the UAE using a humorous campaign that likened pills to candy.

WARC RECOMMENDS


MARKET LEADER

Islamic Marketing

Standards and preferences of Muslim consumers


CASE STUDY

Old Mutual South Africa

An insurance brand appeals to consumer "wisdom"


ARTICLE FOCUS

Targeting the Lions

Marketing to Africa's rising middle classes


CASE STUDY

Turk Telekom: No place like home

Reversing a decline in Turkish landline usage