Middle East & North Africa

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Mondelēz sees snacking opportunities in Asia

News • 14 May 2019

Mondelēz, the global snacking business, sees significant snacking opportunities in fast-growing Asian markets, where it is shifting its focus towards local tastes and needs, a top executive has said.

Evolve or die: Mondelēz gears itself for the future of snacking

Article • Low Lai Chow, Event Reports, FIA Food for Future Summit, April 2019

Mondelez, the global confectionary giant, is banking on healthy options, local flavours and e-commerce as the future of the category in APAC.

Nescafé Dolce Gusto: Coffee Corners

Case Study • Alvaro Bretel, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Nescafé Dolce Gusto used an inspirational, personalised multi-channel campaign to grow sales, improve penetration and increase its cultural relevance in the Middle East.

Coca-Cola: Never Take the Jersey Off

Case Study • Naila Fattouh, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Coca-Cola, the beverage brand, thwarted competition from its main competitor and drove sales during the 2018 World Cup by running a promo campaign that appealed to patriotic football fans in Egypt.

Babyshop: Al Umobuwah – Putting 'Mum' into 'Parenthood'

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Baby retail brand Babyshop used a multichannel approach and created a new Arabic word to drive brand meaning, and sales, in the Middle East.

Babyshop: World Without Walls

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Children's retailer Babyshop used a multichannel approach to redefine its brand strategy during Ramadan in the Middle East.

WARC launches 2019 Prize for MENA Strategy

News • 05 February 2019

WARC is today launching the 2019 WARC Prize for MENA Strategy, a $10,000 prize to reward the best strategic marketing thinking in the Middle East and North Africa.

MENA Strategy Works: lessons from Nissan and Coke

Article • Lucy Aitken, WARC Exclusive, MENA Strategy Works, November 2018

Lessons from winners in the 2018 WARC Prize for MENA Strategy, including Nissan and Coca-Cola.

KFC: The Power of Data

Case Study • Sonia John, Nadim Karam, Mariam Kiwan, WARC Media Awards, Silver and Attribution Special Award, Best Use of Data, 2018

Quick-service restaurant brand KFC used data-driven insights to activate a tailor-made marketing strategy for each market across the MENA region in a bid to increase sales.

Four trends show strategy is changing in MENA

News • 07 November 2018

The Middle East and North Africa is chronically under regarded by the marketing world at large. With WARC’s second MENA strategy report, we have taken a deeper look at the region’s best campaigns.

MENA Strategy Report: Lessons from the 2018 WARC Prize for MENA Strategy

Article • WARC Exclusive, November 2018

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.

Strategy strengthens across MENA

Opinion • Ziad Skaff, October 2018

Hall & Partners’ Ziad Skaff shares what he’s learned from two years of judging the WARC Prize for MENA Strategy.

Stop empowering women

Opinion • Mona Elsayed, October 2018

Gender equality has made great strides in MENA’s marketing, although J. Walter Thompson Gulf’s Regional Planning Director, Mona Elsayed, suggests there is scope to be even more progressive.

Nissan's Camelpower wins WARC Prize for MENA Strategy

News • 04 September 2018

LONDON: Nissan has won the 2018 WARC Prize for MENA Strategy thanks to a campaign by TBWA\RAAD promoting the desert performance of the automaker’s SUV range.

Coca-Cola eyes North African growth

News • 30 August 2018

CASABLANCA: Coca-Cola is aiming to increase the brand’s penetration across North Africa, investing in new bottling plants and strengthening its distribution in order to reach consumers who drink little or no Coke, the brand’s top ...

Mobile has yet to reach its potential

News • 08 August 2018

LONDON: Mobile has already established itself as an important part of the marketing mix but a new WARC report indicates there is more to come as marketers embed formal mobile strategies and begin to exploit the possibilities of the Internet of ...

The State of the Industry: Mobile marketing in EMEA 2018

Data • WARC Data, August 2018

Summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

WARC Prize for MENA Strategy: Shortlist announced

News • 05 July 2018

DUBAI: Campaigns from Coca-Cola, Byblos Bank and the Saudi Telecom Company are among the 20 papers shortlisted for the 2018 WARC Prize for MENA Strategy.

Saudi Telecom Company: Meet the HouseWiFis

Case Study • Dana Al-Kutoubi, WARC Prize for MENA Strategy, Bronze, 2018

Telecoms company Saudi Telecom Company used a light-hearted campaign to increase the number of subscribers to its fixed internet network in Saudi Arabia.

Nissan: Camelpower – The world's first measure for desert performance

Case Study • Vishal Badiani, Ali Marashi, WARC Prize for MENA Strategy, Grand Prix and Research Excellence Special Award, 2018

Automotive brand Nissan Middle East created a new industry benchmark for automotive desert performance.

Sadia: Cook Less, Waste Less

Case Study • Jala Fawaz, Jackie Hughes, WARC Prize for MENA Strategy, Bronze, 2018

Sadia, a leading food brand, employed a social media strategy in the MENA region to convince women that they could cook less, waste less but feel just as generous during Ramadan.

Medcare Women & Children Hospital: Footnote for the breast

Case Study • Leslie Paul, WARC Prize for MENA Strategy, Bronze, 2018

Medcare Women & Children Hospital, a leading healthcare provider in the UAE, used a hands-on creative campaign to raise awareness of the necessity for breast checks among local and Arab women.

Omo: The Least Active Kids In History

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

OMO, a detergent brand, wanted to promote its motto 'Dirt is Good' in the Middle East in order to impact growth in its stain removal equity and increase sales.

Mercedes-Benz: Meet Kamal - The world's best auto salesman

Case Study • AME Awards, Finalist, 2018

Mercedes-Benz, a global automobile marque, launched a campaign in the UAE to increase awareness among the Generation Y consumer.

Mercedes-Benz: From Facebook to the front seat

Case Study • AME Awards, Finalist, 2018

Mercedes-Benz, a global automobile marque, launched a campaign in the UAE to engage and reach young consumers.

MENA Strategy Report: Lessons from the 2018 WARC Prize for MENA Strategy

Article • WARC Exclusive, November 2018

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.
Mercedes-Benz: Meet Kamal - The world's best auto salesman

Case Study • AME Awards, Finalist, 2018

Mercedes-Benz, a global automobile marque, launched a campaign in the UAE to increase awareness among the Generation Y consumer.
Mercedes-Benz: From Facebook to the front seat

Case Study • AME Awards, Finalist, 2018

Mercedes-Benz, a global automobile marque, launched a campaign in the UAE to engage and reach young consumers.
Coca-Cola: Hijacking the African Cup

Case Study • Naila Fattouh, WARC Awards, Grand Prix, Effective Content Strategy, and Multiplatform Special Award, 2018

Beverage brand Coca-Cola used an imaginative integrated campaign to start a conversation around football and increase awareness during the African Cup of Nations in Egypt.
Finding your brand purpose

Article • Ahmad Abu Zannad and Sally Ballout, Admap Magazine, March 2018, pp. 44-45

Explains the roles that a sceptic and enthusiast can play in helping to find and develop a brand purpose.
Coca-Cola: Uniting through music

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.