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Case Study

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

Case Study

This case study describes how telecoms brand STC used a TV and digital strategy to become an entertainment provider to appeal to young people in Saudi Arabia.

Case Study

This case study shows how Coca-Cola, the carbonated drinks brand, achieved massive earned media support in the Middle East by tackling prejudice with an online video-led campaign.

Case Study

This case study shows how SmartLife, an NGO determined to help Dubai's labourers improve their living conditions, created a visual alphabet that helped workers learn English during their commute or house work.

Case Study

This case study shows how Chiclets, a chewing gum brand, successfully rebranded its product by redesigning its package and introducing it to a younger Egyptian audience using Facebook's live streaming feature.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

Case Study

This case study shows how Axe, a male grooming brand, successfully launched a hair-styling range in the US by rearranging a famous James Blunt song.

Case Study

This case study shows how Coca-Cola, the carbonated drinks brand, achieved massive earned media support in the Middle East by tackling prejudice with an online video-led campaign.

Article

This article provides an overview of the complex topic of brand positioning, a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the consumer.

Case Study

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.

Case Study

This case study describes how SmartLife, a UAE government-affiliated organisation for Dubai's blue-collared labourers, created educational content and placed it at touchpoints across Dubai to help labourers learn English.

Case Study

This case study explains how Coca-Cola used social media to send a message against prejudice in the Middle East, during Ramadan.

Article

This article explains how FMCG marketers can best combine TV and social media, arguing that the most important thing is to start a conversation, keep it going and not hide if it becomes difficult.

Opinion

At the 2017 Dubai Lynx festival, Asad Rehman, Director Media, North Africa & Middle East, Unilever, and chair of the inaugural WARC Prize for MENA Strategy, was interviewed by Tod Donhauser, CEO of Edelman UAE, as part of Edelman's series of Brand Breakfasts at the festival.

Article

This report explores how BMW is tackling the three major business obstacles of autonomous driving, connectivity and electrification.

Opinion

In recent years, female empowerment has been a hot topic in both adland and broader culture - from the 3% Conference (and their mission to support female creative leadership in agencies) to the lyrics of Beyoncé.

News

LONDON: Warc is today launching the Warc Prize for MENA Strategy, a set of awards with a $10,000 prize fund to reward the best demonstrations of strategic marketing thinking in the Middle East and North Africa.

Article

This article explores how brand strategy should be retooled for the digital age, without devolving into a purely tactical dispute.

Case Study

This case study details how Lynx, a brand of male grooming products, and CALM, a male suicide prevention charity, collaborated to raise awareness of male suicide in the United Kingdom.

Research Paper

This paper describes a global research project for Unilever, the FMCG manufacturer, which sought a holistic understanding of women beyond consumer and category behaviours, focusing on them as people with complex, evolving identities.

Case Study

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.

Case Study

This case study describes how Coca-Cola used the power of social media to send a message against prejudice in the Middle East.

Case Study

This case study describes how the taxi-hailing app Hailo risked being forgotten about, so it aligned its brand with a historic vote: the referendum on whether Ireland should legalise same-sex marriage.

Case Study

This case study describes how Hailo, the taxi-hailing app, reminded customers that it was the only taxi app worth keeping, by celebrating the brand's 3rd birthday.

Article

This article explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.