Brand transformers and localised insight: lessons from the WARC Prize for MENA Strategy

Lucy Aitken

Winners in the WARC Prize for MENA Strategy presented at an event in Dubai where the importance of planning was emphasised while individual case studies highlighted particular takeaways for marketing in the region.

"There's no better time to be a planner," claimed Asad Rehman, Director, Media, North Africa & Middle East, Unilever, at WARC's inaugural event in Dubai, MENA Strategy Works: Lessons from the WARC Prize for MENA Strategy. Rehman focused on how planning in the region can often feel like a thankless task as "things change so regularly, literally week to week". Yet he firmly believes that this period of rapid change calls for more rigour in comms planning.

"There's never been a more important time for long-term future planning and it's important to develop an appreciation for those who understand planning...

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