Middle East & Africa

The region's marketing, consumers & brands

Middle East & Africa


Warc News, 17 April 2017
DUBAI: Amazon's acquisition of Souq promises to transform not just the online shopping experience in the Gulf, but also the offline as malls and bricks-and-mortar stores rethink their approach. Last month the US giant bought access to a fast-growing.

Arnie Miller and Furio Pezzoli, ESOMAR, MENAP Dubai, March 2017

This paper describes how Ferrero, an Italian chocolatier, utilized a hybridized research approach to understand how children's behaviours are impacted during Ramadan in Saudi Arabia.


Mona Ahmed, Asli Kokcu Peksen and Ghaida Fatany, ESOMAR, MENAP Dubai, March 2017

This paper explores how PepsiCo, a food and beverage company, used a comparative assessment between multiple markets to measure the impact of the current economic situation on consumers in Egypt, Tunisia and Saudi Arabia.


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.


Kourosh Newman-Zand, ESOMAR, MENAP Dubai, March 2017

This paper explores the evolution of digital ethnography tools and their value in providing semiotic insight into cultural activity that is often difficult to access in Dubai.


Michalis Michael and Divya Radhakrishnan, ESOMAR, MENAP Dubai, March 2017

This paper demonstrates the value integrating social listening data with survey data, along with other traditional research methods, using a Health and Wellness case study discussed online in Arabic.


Rolfe Swinton, ESOMAR, MENAP Dubai, March 2017

This paper looks at the rise of person-centric measurement and how to measure media consumption in Saudi Arabia and Turkey, given the disruption of emergent digital platforms.


Nicolas Geahchan, Paola Mounla and Sally Alzaza, WARC Prize for Innovation, Gold, 2017

This case study describes how Lebanese supermarket chain Bou Khalil enabled the Lebanese people to give money responsibly to Syrian refugees with the Good Note - an alternative currency.


Tahaab Rais, WARC Prize for Innovation, Silver, 2017

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 Prize for Innovation, Bronze, 2017

This case study describes how United Arab Emirates banking brand Emirates NBD came up with an innovative product that kept construction workers cool to attract SME clients.


ARF Ogilvy Awards, Gold, Transformation and Silver, Mobile, 2017

This case study describes how Turkcell, Turkey's largest telco, turned its focus onto diabetes - a misunderstood and stygmatised condition in Turkey - and created a way to help diabetics through a healthmetre.


Tahaab Rais, WARC Prize for Innovation, Bronze, 2017

This case study describes how credit-card company MasterCard used interactive technology to help shopping mall customers in the UAE overcome their compassion fatigue and donate food to refugee camps.


Naila Fattouh, WARC Prize for Innovation, Silver, 2017

This case study describes how the Baheya Women's Cancer Hospital in Egypt raised awareness and donations during Ramadan by posting its message on dessert boxes.


Brian Carruthers, Event Reports, Qual360, February 2017

This event report describes how Safaricom, a Kenyan mobile operator, reframed its relationship with millennial consumers by creating a new brand, Blaze, that would celebrate unconventional success.


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.

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.


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.

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.


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.


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, WARC Media Awards, Shortlisted, Effective Channel Integration, 2016

This case study describes how Emirates NBD, one of the largest banking groups in the Middle East, used an emotionally-charged branded video to promote saving for retirement.


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.


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.

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