Middle East & North Africa

WARC Prize for MENA Strategy shortlist announced

News • 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 ...

Head & Shoulders: Don’t let dandruff have the last word

Case Study • 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.

OMO: The Right to Play

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

Jotun Fenomastic Wonderwall: Kids Collection

Case Study • Alvaro Bretel, WARC Prize for MENA Strategy, Shortlisted, 2019

Market-leading interior paints brand Jotun took a creative approach to increase sales of its new product line in the Middle East.

Babyshop: World Without Walls

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2019

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

Nescafé Dolce Gusto: Inspiring Coffee Corners

Case Study • Alvaro Bretel, WARC Prize for MENA Strategy, Shortlisted, 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.

The redefinition of affluence in an evolving Middle East

Article • 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.

Babyshop: Al Umobuwah – Putting "Mum" Into "Parenthood"

Case Study • 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.

How advertisers can target Arab e-consumers more effectively: A framework for localizing digital advertising and marketing content to Arab e-consumers

Research Paper • 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.

YouGov Ad of the Month – UAE: Amazon.ae

Opinion • 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.

CNBC Catalyst: Incredible India

Case Study • 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.

INFINITI Middle East: Let the cars speak

Case Study • 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.

Great Ormond Street Hospital: Superhope

Case Study • 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.

Whirlpool EMEA: #PlacesthatMatter

Case Study • 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.

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.

Panadol: Tales of Tough

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

Pain relief medication brand Panadol used video content to shift perceptions to being 'tough' on pain across the Arabia region.

Jotun Fenomastic Wonderwall: Kid Collection

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

Paint brand Jotun worked with children to appeal to parents and increase sales of its premium product in the Arabian Gulf.

Nescafé Dolce Gusto: Coffee Corners

Case Study • Alvaro Bretel, WARC Awards, Bronze, 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, Bronze, 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.

OMO: The Right to Play

Case Study • Tahaab Rais, Anna Sadykova, WARC Awards, Entrant, Effective Use of Brand Purpose, 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.

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

Case Study • Tahaab Rais, WARC Awards, Grand Prix and Smart Spender Award, 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.

Nana: Breaking the taboo around periods in the world’s most conservative region

Case Study • Alvaro Bretel, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Nana, a feminine hygiene brand, used educational content to connect with girls and increase sales in Jordan, Kuwait, the UAE, and Lebanon.

Microsoft Azure: Cloud Society

Case Study • Alvaro Bretel, WARC Awards, Entrant, Effective Innovation, 2019

Microsoft, the technology company, used an online learning platform to grow understanding and sales of its Azure cloud-computing service in the Middle East and Africa.