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News

LONDON: Soft drinks firm Britvic has reported a successful partnership with actor Idris Elba in generating sales of its Purdey’s brand, but less achievement in building the brand itself.

Article

This event report addresses how Diageo, the alcoholic-drinks company, is approaching the virtual-reality (VR) space.

Article

This article explains how it’s still possible to miss the mark even if an influencer seems to fit well with the brand's identity, as Purdey’s found with Idris Elba.

Article

This event report covers how Tommy Hilfiger, the fashion brand, has adopted a real-time ethos in building its brand and business.

News

NEW YORK: Sir Martin Sorrell, CEO of holding group WPP, has revealed the company intends to double its spend on Snapchat, despite saying the platform is “a flea on the elephant’s backside”.

News

SAN DIEGO: Marriott, the hotel and hospitality company, has enjoyed considerable success in leveraging Snapchat, the mobile-messaging platform, to engage young consumers.

Article

This event report addresses how Marriott International, the hotelier, uses each of its main social media channels for a distinctive purpose.

News

LONDON: UK marketers are willing to pay celebrity influencers on Facebook up to £75,000 for a single post mentioning the brand they want to promote, a new survey has revealed.

Article

This article outlines how Gap, the clothing retailer, successfully launched in China over a five year period.

News

MENA: Campaigns for Coca-Cola, McDonald’s, Unilever’s OMO, and Pepsico are among the 20 papers shortlisted for the first WARC Prize for MENA Strategy, which rewards the most effective creative work from a fast changing region.

Case Study

This case study shows how the Egyptian Autism Society (EAS), a non-profit organisation, changed parents' perceptions of their own autistic children, through an educational campaign across Egypt.

Article

This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.

Case Study

This case study shows how Coca-Cola, the carbonated drinks company, increased brand equity by developing a community action platform for the Middle Eastern youth.

Case Study

This case study describes how international development organisation, UN Women, used a storytelling strategy on TV, outdoor and radio to campaign for women's rights in Egypt.

Case Study

This case study shows how Orange, a telecommunications provider, gave an old retro game a twist to show young Tunisians the speed of its Internet services.

Case Study

This case study shows how TV station Murr Television (MTV) took on the challenge of fixing potholes across roads in Lebanon, bypassing government consent and gathering widespread acclaim.

Case Study

This case study describes how milk brand Labanita brought its two cow mascots back from the dead to raise awareness and build brand love and sales in Egypt.

Case Study

This case study describes how soft-drink brand Lipton Green Tea installed fitness tracking software on shopping trollies and created Fit Cart to launch its Live Good platform in the UAE.

Case Study

This case study shows how the Dubai Foundation for Women and Children (DFWAC), a non-profit shelter for victims of abuse, shined a light on domestic abuse in the UAE using Instagram stories' tap feature.

Case Study

This case study describes how mobile operator STC used an online show to promote its roaming service to the youth audience in Saudi Arabia.

Case Study

This case study describes how Umniah, a mobile telecoms operator based in Jordan, used press and radio to launch its mobile wallet and boost its innovation credentials.

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 Dubai Cares, a children's charity, was able to reverse the increasing audience desensitisation to charitable causes in the UAE by showcasing real children's creativity and resilience through social media tutorials.

Case Study

This case study shows how du, a telecommunications provider, changed consumers' habits about oversharing information on social media, thus increasing brand trust, in the UAE.

Case Study

This case study shows how Emirates NBD, a financial services brand, developed a product that directly solved its target audience's biggest issue and thus expanded its account acquisitions in the UAE.