MENA Strategy Report 2017: Lessons from the WARC Prize for MENA Strategy

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the WARC Prize for MENA Strategy 2017.
  • A localised strategy enabled many winning brands to differentiate themselves in memorable ways that made much more of an impact than if they had been iterations of global campaigns adapted for the MENA region.
  • In cluttered categories such as telecoms or household products, brands can achieve the much-needed cut-through by finding a new way to communicate brand benefits, identifying a new channel strategy or honing in on a new audience.
  • As 28% of the MENA population is aged between 15 and 29, many successful campaigns targeted this group, with winning entrants mirroring the socio-cultural influence that young people...

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