Middle East & North Africa

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, Shortlisted, 2020

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

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.

Tarek El Kady: ‘How brands act in the next few months will impact their performance for the next few years’

Opinion • Lucy Aitken, April 2020

Tarek El Kady is Senior Marketing Director for McDonald’s in the Middle East and Africa and the Jury Chair for this year’s WARC Prize for MENA Strategy.

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.

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.

Ramadan and balanced adspend

News • 23 April 2020

Advertising saturation traditionally hits a peak in the MENA region during Ramadan, but that might not be the most effective approach for brands, according to a new WARC white paper.

MENA’s anatomy of effectiveness: Regional perspectives on key industry thinking

Article • WARC Exclusive, April 2020

A special report looking at how WARC's global guidelines for marketing effectiveness apply in the MENA region.

Aurecon: Engineering Reimagined

Case Study • Courtney Lock, WARC Awards, Bronze, Effective Content Strategy, 2020

Engineering, design and advisory company, Aurecon, harnessed the power of the podcast to strengthen its brand and widen its audience in Australia, New Zealand, Asia and the Middle East.

When COVID-19 collides with Ramadan, five tips for brands

Opinion • Aakriti Goel, April 2020

As Muslims around the world brace for a very different Ramadan this year, Cheil MEA's Aakriti Goel offers some tips for brands on how they can still play a meaningful role in these unprecedented times.

Ooredoo: It's up to us

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2020

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

Align media budgets with shifts in shopper intent during Ramadan: TrafficGuard

News • 10 March 2020

A new report from TrafficGuard has found that total e-commerce web traffic doesn’t increase over the Islamic holy month of Ramadan, but instead, is significantly loaded to the earlier weeks.

WARC Prize for MENA Strategy 2020: update

News • 02 March 2020

Senior agency strategists and executives from brands including Google, Nestlé and Nissan have been added to the jury panel for this year’s WARC Prize for MENA Strategy, bringing further regional expertise to the judging process.

WARC launches Prize for MENA Strategy 2020

News • 04 February 2020

WARC is today launching the WARC Prize for MENA Strategy 2020, a search for the best strategic thinking from the region’s marketing industry that has driven results in the Middle East and North Africa.

Babyshop: World Without Walls

Case Study • Tahaab Rais, WARC Media Awards, Silver, Effective Channel Integration, 2019

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

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

Case Study • Tahaab Rais, WARC Media Awards, Grand Prix, Effective Channel Integration, 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: Al Umobuwah – Parenthood Rephrased

Case Study • Jay Chiat Strategic Excellence Awards, Gold, Regional Strategy, 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.

Mobile remains a disruptive force for marketers

News • 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 ...

The State of the Industry: Mobile Marketing in EMEA 2019

Data • 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.

Four marketing themes for MENA

News • 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.

MENA Strategy Report: Lessons from the 2019 WARC Prize for MENA Strategy

Article • 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.

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 ...

Babyshop: World Without Walls

Case Study • 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.