2021 MENA Strategy Report: Insights from the WARC Prize for MENA Strategy

Insights and themes from the winners of the 2021 WARC Prize for MENA Strategy, an annual case study competition that rewards the region’s smartest strategic thinking.
  • Amongst this year’s winners were brands that proved the pay-off of targeted digital activations.
  • Many brands made consumers the protagonists of their communications, as evidenced by participation rising to be the top creative strategy this year.
  • By having their finger on the pulse of local issues and events, winners Emirates Nation Brand, An-Nahar and LADA, showed that reacting to cultural happenings can build strong connections with audiences.
  • Featuring real people instead of actors, as well as creating relatable characters, has paid off for winners like Emirates NBD, Burger King and Home Centre....

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
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