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Middle East & North Africa

MENA (Middle East and North Africa) is a term covering mostly Muslim-majority markets from Morocco to Iran (an alternative term, MENAP, also includes Afghanistan and Pakistan). In terms of advertising spend, the major markets include United Arab Emirates, Qatar, Egypt and Israel.

Key Reading

Important papers from across the Warc database

Miles Young argues there are several important features that Western marketers should understand about the Muslim consumer. The standards that Muslim consumers expect from companies and brands are already the drivers of enlightened practice: brands should be sincere, honest, friendly and committed to improving life.
A focus on attitudes towards digital and luxury spending, comparing the US and the Middle East.
Marketing to a Moroccan audience by appealing to patriotic sentiment and using experiential and digital.
Aiming for a methodology that will help identify the cultural factors that led to the 2011 uprising in Egypt.

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