Middle East & North Africa

News • 16/09/2020

An analysis of the results of this year’s WARC Prize for MENA Strategy reveals key takeaways for the region’s marketers looking for growth opportunities, from finding niche audiences in smaller markets to developing more resonant touchpoints.

2020 MENA Strategy Report: Insights from the WARC Prize for MENA Strategy

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.

Unconventional touchpoints can underpin strategy

Opinion • Sunjay Malik, September 2020

Sunjay Malik, Associate Director, Strategy at PHD, and judge for the 2020 WARC Prize for MENA Strategy, explains how out-of-the-ordinary touchpoints enable a brand to engage more effectively with its target audience.

Humour: a strategic shortcut to likeability

Opinion • Shagorika Heryani, September 2020

There’s always a place for humour – even during a crisis, writes Shagorika Heryani, Head of Strategy at Grey MENA and judge for the 2020 WARC Prize for MENA Strategy.

Target the frontier markets

Opinion • Melek Ourir, September 2020

Resist the temptation to ignore smaller markets and audiences that could unlock significant growth for your business, as shown by WARC MENA Prize Grand Prix-winner Tunisie Telecom, writes Wunderman Thompson’s Melek Ourir.

WARC Prize for MENA Strategy 2020 winners announced

News • 05/08/2020

Campaigns for global brands including Burger King, KFC, Nissan Patrol, OMO and Standard Chartered Bank, as well as local brands, such as Almosafer in Saudi Arabia, Babyshop in the UAE, Etisalat Misr in Egypt and Donner Sang Compter in Lebanon, are ...

Mobile spend remains fastest growing channel despite COVID-19 crisis

News • 29/07/2020

COVID’s impact is being felt across all media channels, but mobile has remained the fastest grower at a time when the channel is being used more than ever, with nearly all marketers (94%) surveyed in a new report considering mobile ads effective.

The State of the Industry: Mobile Marketing in EMEA 2020

Data • WARC Data, July 2020

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.

Keep it local

Opinion • Chiara Manco, July 2020

This year’s WARC Prize for MENA Strategy shortlist reinforces the power of strong, local insights for both global and local brands, writes WARC’s Chiara Manco.

McDonald's GCC: Fries Celebration

Case Study • Ahmad Abu Zannad, WARC Prize for MENA Strategy, Entrant, 2020

Fast-food giant McDonald's launched a multichannel campaign based on the superiority of its French fries to drive restaurant 'meal' sales in the GCC.

McDonald's GCC: That’s it.

Case Study • Ahmad Abu Zannad, WARC Prize for MENA Strategy, Entrant, 2020

Fast-food giant McDonald's used TV, OOH and digital display to build trust and improve brand metrics among customers in the GCC region.

Puck: Repurposed Meals

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2020

Puck drove brand engagement and share to increase with a social content series during Ramadan across the Gulf countries.

Nissan Patrol: Conquer Everywhere

Case Study • Garrett Olexiuk, Bhaskar Bateja, Remie Abdo, WARC Prize for MENA Strategy, Bronze and Research Excellence Award, 2020

Car manufacturer Nissan Middle East used a multichannel, personalised data-driven strategy to relaunch its Patrol marque in the United Arab Emirates.

Ooredoo: It's up to us

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2020

Telco Ooredoo drove brand favourability through a social-led Ramadan campaign in Oman, Kuwait, Tunisia and Palestine.

OMO: The 100 Stains Challenge

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Entrant, 2020

Laundry detergent brand OMO harnessed the power of data-driven targeting to deliver its stain removal message to mums, increase consideration and boost usage in the Middle East.

Titan Watches: Create Your Moment

Case Study • Anaika Jaggarow, WARC Prize for MENA Strategy, Entrant, 2020

Watchmaker Titan used crowdsourcing to create a campaign supported by influencer marketing and digital media to enhance brand awareness and boost sales in the UAE, Saudi Arabia and Bahrain.

Careem: Start Something

Case Study • Rifaat Fakih, Remie Abdo, WARC Prize for MENA Strategy, Entrant, 2020

Ride-hailing service Careem took to social media to establish a unique brand positioning in the MENA region following its takeover by Uber.

Tata Motors: Celebrating goodness in the Middle East

Case Study • Soumitra Pal, WARC Prize for MENA Strategy, Entrant, 2020

Vehicle manufacturer Tata Motors created a digital and on-ground Ramadan campaign to affirm its position as a full-range commercial vehicle player and build brand love in the Middle East.

Castrol: Wellness Program

Case Study • Catherine Asseily, Mona Hassanie, WARC Prize for MENA Strategy, Entrant, 2020

Engine lubricant brand Castrol used a social media and guerrilla marketing campaign focused on truck drivers' health to boost brand loyalty and sales in Saudi Arabia.

WARC Prize for MENA Strategy 2020 shortlist announced

News • 01/07/2020

Etisalat Misr in Egypt, Donner Sang Compter in Lebanon, Saudi Telecom Company in Saudi Arabia are among the brands shortlisted for the WARC Prize for MENA Strategy 2020, alongside global brands like Burger King, Nissan Patrol and OMO.

Anghami: Radio Windows

Case Study • Nour Reda, Chris Jabre, WARC Prize for MENA Strategy, Entrant, 2020

Music-streaming platform Anghami ran a social media campaign based on coping with coronavirus lockdown to increase brand love by presenting itself as a supportive face to subscribers across the Middle East.

Microsoft Middle East and Africa: Age of AI

Case Study • SABRE Awards, Diamond, Africa, 2020

Microsoft, the technology company, increased awareness and engagement among business leaders by creating a targeted amplification strategy to reach them across the Middle East & North Africa.

KFC: Scroll-Thru

Case Study • Damayanti Purkayastha, WARC Awards, Silver and Path-To-Purchase Award, Effective Social Strategy, 2020

KFC Arabia created an innovative drive-thru experience to boost revenue and increase take-up of its online delivery business in the Middle East.

Puck: Repurposed Meals

Case Study • Tahaab Rais, Anna Sadykova, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Puck drove brand engagement and share to increase with a social content series during Ramadan across the Gulf countries.

Tata Motors: Ramadan – Celebrating Goodness In Middle East

Case Study • Soumitra Pal, WARC Awards, Entrant, Effective Content Strategy, 2020

Vehicle manufacturer Tata Motors created a digital and on-ground Ramadan campaign to affirm its position as a full-range commercial vehicle player and build brand love in the Middle East.