News
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19 September 2019
Mobile is increasingly seen by marketers in APAC and EMEA to be an effective marketing channel, but as it continues to be a disruptive force across industries it has yet to reach its potential, according to new studies from WARC and the Mobile ...
Data
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WARC Data, September 2019
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.
News
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11 September 2019
New content strategies, novel ways of driving footfall, real stories and a focus on the next generation of parents are among the marketing trends that are proving successful in the MENA region according to a new WARC report.
Article
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WARC Exclusive, September 2019
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.
News
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11 July 2019
Both local and global brands are well represented in the shortlist for the 2019 WARC Prize for MENA Strategy, with Saudi Arabia’s Jarir Bookstore and the UAE’s Al Tayer Motors in the mix along with the likes of Coca-Cola and ...
Case Study
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Alvaro Bretel, WARC Prize for MENA Strategy, Bronze, 2019
Market-leading interior paints brand Jotun took a creative approach to increase sales of its new product line in the Middle East.
Case Study
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Tahaab Rais, WARC Prize for MENA Strategy, Silver, 2019
Children's retailer Babyshop used a multichannel approach to redefine its brand strategy during Ramadan in the Middle East.
Case Study
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Garrett Olexiuk, WARC Prize for MENA Strategy, Entrant, 2019
Luxury vehicle brand Infiniti deployed a combination of efficient and unconventional media placements in the MENA region to convince World Cup viewers to visit its website and learn more about its new Q50 model.
Case Study
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Alvaro Bretel, WARC Prize for MENA Strategy, Silver, 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.
Case Study
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Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Gold, 2019
Detergent brand OMO took a multichannel approach to create a regionally relevant approach to its 'Dirt is Good' philosophy and increase share, value and sales volumes in the United Arab Emirates.
Case Study
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Ozge Arat, WARC Prize for MENA Strategy, Shortlisted, 2019
Anti-dandruff shampoo Head & Shoulders used a holistic, humorous campaign to bring its core equity, anti-dandruff, top of mind and increase sales in the MENA region.
Case Study
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Naila Fattouh, WARC Prize for MENA Strategy, Entrant, 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.
Case Study
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Alvaro Bretel, WARC Prize for MENA Strategy, Entrant, 2019
Nana, a feminine hygiene brand, used educational content to connect with girls and increase sales in Jordan, Kuwait, the UAE, and Lebanon.
Case Study
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Sneha Grover, WARC Prize for MENA Strategy, Entrant, 2019
Child welfare organisation UNICEF leveraged personalised content to break through the clutter of Ramadan and increase donations in the GCC.
Article
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Tahaab Rais, Admap, July 2019
Looks into the subtle cues of affluence emerging in today’s Middle East, where there is a big difference between being rich and being affluent – the latter speaks to something deeper and more meaningful.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Babyshop, a baby retail brand, used a multichannel approach and created a new Arabic word to drive brand meaning and sales in the Middle East.
Research Paper
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Mamoun Benmamoun, Nitish Singh, and Rana Sobh, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 171-184
The growth and emergence of Arab e-commerce has garnered attention from e-commerce giants such as Amazon, but little has been written in the academic advertising literature.
Opinion
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BrandIndex, June 2019
Amazon.ae is the brand which achieved the largest rise in its Ad Awareness in the UAE during May. The uplift coincides with Amazon and Souq announcing the launch of Amazon.ae at the beginning of the month.
Case Study
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Case Studies on WARC, Winner, Travel & Tourism, 2019
Ministry of Tourism India, a branch of government in India, increased consideration of India as a travel destination by seeking out the interests of its premium APAC and EMEA audience.
Case Study
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SABRE Awards, EMEA, Home & Furniture, Gold, 2019
Whirlpool, the global manufacturing corporation, created a travelling photo exhibition to strengthen its position as a strong industrial asset in the places where it operates in the EMEA region.
Case Study
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SABRE Awards, EMEA, Healthcare Providers, Gold, 2019
Great Ormond Street Hospital (GOSH), the UK children’s hospital, launched an integrated campaign, based on patients as superheroes, to raise awareness of its work and drive patient referrals from Gulf Co-operation Council (GCC) states.
Case Study
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SABRE Awards, EMEA, Trade Show, Gold, 2019
Infiniti, the luxury division of Japanese carmaker Nissan, created an integrated campaign encompassing PR, social media, creative and digital, for the global launch of its QX80 model in the Middle East.
News
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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.
Article
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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.
Case Study
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Case Studies on WARC, World Retail Awards 2019, Entrant
Babyshop, a baby retail brand, used a multichannel approach and created a new Arabic word to drive brand meaning and sales in the Middle East.
