Middle East & North Africa
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Research Paper • Mirahmad Amirshahi, Samira Jafari Dizicheh, and Rick T. Wilson, Int. Journal of Market Research, Vol. 61, No. 5, 2019, pp. 502-517
Data • Rob Clapp, WARC Data Points, June 2019
Research Paper • Maryam Omidi Najafabadi, Int. Journal of Mobile Marketing, Vol. 7, No. 2, Summer 2012
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Article • WARC Exclusive, September 2020
Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2020 WARC Prize for MENA Strategy. -
Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021
This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include: -
Case Study • Tahaab Rais, WARC Awards, Entrant, Effective Content Strategy, 2017
This case study explains how Coca-Cola used a music-based branded content platform and a campaign across TV, social media and on-ground, to connect people in Arab countries by encouraging them to sing together. -
Case Study • Jay Chiat Strategic Excellence Awards, Grand Prix, October 2013, pp. 0-0
This case study describes a campaign in Egypt by Vodafone, the mobile telecommunications company, to promote micro credit recharge cards in a way that built on local culture. -
Case Study • Hanna Lubin, WARC Awards, Entrant, Effective Content Strategy, 2020
Luxury automotive brand Bentley changed perceptions of a new younger audience in the UK through the use of innovative, compelling content. -
Case Study • Maxime Menant, Remie Abdo, WARC Prize for MENA Strategy, Gold and Brand Rebel Award, 2020
QSR brand KFC used a TV, social media and outdoor campaign to publicise its use of fresh Saudi chicken in order to appeal to national pride and boost sales in Saudi Arabia.
