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The new face of purpose in MENA

Opinion • Chiara Manco, April 2021

A region with a long history of purposeful work, MENA is witnessing a new push for purpose dictated by the pandemic. WARC’s Chiara Manco explores its challenges and opportunities.

Connected TV advertising sales doubled in 2020

Data • Rob Clapp, WARC Data Points, March 2021

An overview of programmatic connected TV advertising sales in 2020.

Microsoft’s Peter DeBenedictis: “tech is an enabler, but don’t lose sight of the human element”

Opinion • Chiara Manco, February 2021

Peter DeBenedictis, CMO, Middle East and Africa at Microsoft, will be chairing the panel of the 2021 WARC Prize for MENA Strategy. Here, he talks to WARC about his learnings from the past year, the need for companies to rapidly digitise, and the role of strategy in enabling businesses to thrive.

Half of brands achieve an ROI of $1.06

Data • Rob Clapp, WARC Data Points, February 2021

An overview of the distribution of return on investment (ROI) from $1 spent on media.

Search and social drive 44% of publisher page views

Data • Rob Clapp, WARC Data Points, February 2021

An overview of search and social referrals to digital publishers.

Media Owner Profile: Spotify

Data • Rob Clapp, WARC Data Points, February 2021

This Media Owner Profile of Spotify includes data on revenue and monthly active users by user type and region.

Media Owner Profile: Snapchat

Data • Rob Clapp, WARC Data Points, February 2021

This Media Owner Profile of Snapchat includes data on advertising revenue and daily active users by region (North America, United States, Europe, Rest of World).

2021 WARC Prize for MENA Strategy now open

News • 01 February 2021

Entries are now open for the WARC Prize celebrating the best strategic thinking and marketing effectiveness in the Middle East and North Africa region – here’s what you need to know.

Media Owner Profile: Facebook, Rest of World

Data • Rob Clapp, WARC Data Points, January 2021

This Media Owner Profile of Facebook includes Rest of World (Africa, Latin America and the Middle East) data on advertising revenue, daily active users and monthly active users.

Media Owner Profile: JCDecaux, Regions

Data • Rob Clapp, WARC Data Points, January 2021

This Media Owner Profile of JCDecaux includes data on advertising revenue by region and market.

Media Owner Profile: Netflix, Europe, Middle East and Africa

Data • Rob Clapp, WARC Data Points, January 2021

This Media Owner Profile of Netflix includes data on streaming revenue and streaming subscribers in Europe, Middle East and Africa (EMEA).

Nearly half of consumers tried a new store last year

Data • Rob Clapp, WARC Data Points, January 2021

An overview of consumers shopping at a new store throughout the coronavirus (COVID-19) outbreak in 2020.

Puck: Repurposed Meals

Case Study • Tahaab Rais, Anna Sadykova, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

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

OMO: The 100 Stains Challenge

Case Study • Tahaab Rais, Anna Sadykoova, WARC Media Awards, Bronze, Best Use of Data, 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.

Mastercard: Start More First Times

Case Study • Tahaab Rais, WARC Media Awards, Entrant, Best Use of Data, 2020

Financial services corporation Mastercard boosted transactions and brand visibility through a content series in the United Arab Emirates.

Online FMCG consumer spend is 46% higher than in store

Data • Rob Clapp, WARC Data Points, November 2020

An overview of online and offline FMCG consumer spend by region.

Global connected TV ad sales grow 70% but EMEA sees decline

Data • Rob Clapp, WARC Data Points, November 2020

An overview of connected TV advertising sales by region in 2020.

Constrained consumers are more likely to be omnichannel shoppers

Data • Rob Clapp, WARC Data Points, October 2020

An overview of purchase channels among constrained and insulated consumers.

Snapchat sees v-shaped recovery with ad revenue rising 52%

Data • Rob Clapp, WARC Data Points, October 2020

An overview of Snapchat's latest advertising revenue and daily active users in Q3 2020.

Asian m-commerce uptake well ahead of other regions

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), October 2020

An overview of device penetration for e-commerce by region.

Minor recovery in print circulation expected for 2021

Data • Rob Clapp, WARC Data Points, September 2020

An overview of print circulation forecasts by region between 2020 and 2024.

Half of online consumers have used voice or visual search in the past month

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), September 2020

An overview of consumer use of voice and visual search globally and in specific regions.

Four strategies for growth in MENA

News • 15 September 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.

Ad fraud ranging between 1–2% across regions

Data • Rob Clapp, WARC Data Points, September 2020

An overview of advertising fraud by country and industry.

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.

Vodafone Egypt: How to make small seem big

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.
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.
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.
Bentley: An Extraordinary Journey to the Future

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.
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.
Global advertising spend to fall by 8.1% in 2020

Data • Rob Clapp, WARC Data Points, May 2020

An overview of advertising spend forecasts for 2020 by market, product vertical, media and format.