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Wednesday, 25 October 2017, 16:17 HKT/SGT
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Source: WARC
WARC reveals effective MENA marketing trends of 2017

LONDON, Oct 25, 2017 - (ACN Newswire) - WARC, the global marketing intelligence service, has today released its MENA Strategy Report 2017, an analysis of the region's most effective marketing trends based on insights from the inaugural WARC Prize for MENA Strategy.

Lucy Aitken, Case Study Editor at WARC, comments: "We've analysed all the submissions to establish unrivalled insights into how the region's communication strategies are responding to a competitive market and ever-evolving consumer needs."

"Our report shows that MENA is a highly resourceful and youthful region where building brand equity and raising awareness are the main objectives," added Aitken.

Asad Rehman, Director, Media, MENA, Unilever and jury chair, says: "Increased competitiveness, complex external environments, demanding consumers, and technological developments have made the job of planners increasingly complex. However, the MENA region is ripe and ready for some serious strategy work."

WARC's MENA Strategy Report 2017 highlights the following key insights and marketing trends in the region:

Genuinely local: Rather than adapting global communications to suit a MENA audience, many case studies that performed well understood the importance of communicating with local people in a relevant way.

Departing from category norms: Communications that make a fresh point in an original way unsurprisingly stand out in cluttered categories such as telecoms or household products.

Changing perceptions: A number of winning case studies entered into this year's WARC Prize for MENA Strategy were geared towards changing perceptions.

Targeting youth in a fresh way: As 28% of the MENA population is aged between 15 and 29, much of the successful work in this year's Prize targeted this group in an appealing way.

A summary of The MENA Strategy Report 2017 is now available at content.warc.com/read-a-sample-of-the-mena-strategy-report-2017.

On 14 November, WARC will be holding 'MENA Strategy Works', a free-to-attend event in Dubai. To attend register at content.warc.com/mena-strategy-works-lessons-from-this-years-warc-prize-for-mena-strategy.

The WARC Prize for MENA Strategy is an annual awards recognising strategic thinking that has driven business results in MENA. The 2018 WARC Prize for MENA Strategy will open for entries on 8 February 2018.


About WARC

- Your global authority on advertising and media effectiveness

warc.com is an online service offering advertising best practice, evidence, insights and data from the world's leading brands. WARC helps clients grow their businesses by using proven approaches to maximise advertising effectiveness. WARC's clients include the world's largest advertising and media agencies, research companies, advertisers, market analysts and academics.

WARC runs two global and two regional case study competitions: WARC Awards, WARC Media Awards, WARC Prize for Asian Strategy and WARC Prize for MENA Strategy.

WARC publishes three global rankings of advertising excellence: Gunn 100 (creativity), WARC 100 (effectiveness), Gunn Media 100 (media innovation) and publishes leading journals including Admap, Market Leader, the Journal of Advertising Research and the International Journal of the Market Research Society. In addition to its own content, WARC features advertising case studies and best practices from more than 50 respected industry sources, including ARF, Effies, Cannes Lions, ESOMAR and IPA.

Founded in 1985, WARC has offices in the UK, U.S. and Singapore. In June 2018 WARC was acquired by Ascential plc, the global specialist information company.

Contact:
Amanda Benfell
PR Manager, WARC
Email: [email protected]
Tel: +44 (0) 20 7467 8125


Oct 25, 2017 16:17 HKT/SGT
Source: WARC

Topic: Press release summary
Sectors: Media, Advertising
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