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One in five fans use mobile apps to consume sports content

Data • Cinzia Petio, WARC Data, April 2021

An overview of sports consumption on mobile apps in 2021.

Two in three adults prefer digital finance services

Data • Rob Clapp, WARC Data Points, April 2021

An overview of consumer preference for digital finance services across 17 markets.

Babyshop: The Gift of Mom

Rankings • WARC Effective 100, 2021

Babyshop, a children's retailer, increased brand affinity through a multi-channel Mother's Day initiative centred around breast cancer in the United Arab Emirates (UAE).

Over half of adults feel comfortable buying medications online

Data • Rob Clapp, WARC Data Points, March 2021

An overview of consumer interest in buying prescription medication online across 17 markets.

One in three adults is engaging more with social advertising

Data • Rob Clapp, WARC Data Points, March 2021

An overview of adults engaging with social media ads more since the coronavirus pandemic began across 17 markets.

Most adults don't trust social advertising

Data • Rob Clapp, WARC Data Points, March 2021

An overview of trust in social media advertising across 17 markets.

A third of adults watch live TV on their mobile or computer

Data • Rob Clapp, WARC Data Points, February 2021

An overview of the share of adults who watched live TV content on their mobile, tablet, or computer in the past week across 17 different markets.

Brands need to adapt for a new wave of online shoppers in KSA and UAE

News • 19 January 2021

Up to a quarter of online shoppers in KSA and UAE are new to the experience and started as a result of the pandemic.

E-commerce and the future of effectiveness in KSA and UAE

Article • WARC Exclusive, January 2021

Examines the trends developing through the growth of e-commerce during the COVID-19 pandemic in the Kingdom of Saudi Arabia and the United Arab Emirates.

Dubai Properties: This is Living

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

Dubai luxury real estate brand Madinat Jumeirah Living created captivating character-based content to build awareness and grow sales in a declining real estate category.

Standard Chartered: Art Gap

Case Study • Remie Abdo, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

Multinational banking company Standard Chartered Bank used a social media approach backed by an art exhibition to raise awareness of the gender pay gap and the bank's commitment to gender equality in the United Arab Emirates.

Mastercard: Astronomical Sales

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

In the slowest part of Dubai's retail season, payment card brand Mastercard built a unique sale tied to a rare eclipse that put its brand literally in full view of the country's shoppers.

Babyshop: The Gift of Mom

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

Children's retailer Babyshop increased brand affinity through a multi-channel Mother's Day initiative centred around breast cancer in the United Arab Emirates.

Dubai Media City: The Most Viewed Billboard in the Middle East

Case Study • Tahaab Rais, Saad Yusuf, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

Real estate hub Dubai Media City created a billboard to 'photobomb' a popular TV show to increase brand awareness, promote itself as a regional media hub, attract new business, increase loyalty and maintain pricing in the United Arab Emirates.

RAKBANK: Memotraits

Case Study • Kevin Pinto, Mohit Lodha, WARC Media Awards, Shortlisted, Effective Use of Tech, 2020

United Arab Emirates bank RAKBANK used artificial intelligence to create a fan-centred campaign promoting its new FC Barcelona credit card.

Emirates NBD: How-to series evolved into video-marketing

Case Study • Sagar Rege, Vijay Kumar, Rohit Arora, Puja Chatterjee, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Emirates NBD, the bank, harnessed how-to videos as a way to solve its call centre volume issues and effect behaviour change in customers in the UAE.

WHSmith: Pop Up Books

Case Study • Tahaab Rais, Josephine Younes, Nayaab Rais, WARC Media Awards, Bronze, Effective Use of Tech, 2020

Book retailer WHSmith drove sales and footfall through a gamification strategy in the United Arab Emirates.

Emirates NBD: Every Step Counts

Case Study • Tahaab Rais, Tala Arakji, Anna Sadykova, WARC Media Awards, Bronze, Best Use of Data, 2020

Emirates NBD, a leading UAE bank, launched a reward-based initiative to help people improve both their financial and their physical health.

Puck: Making meal-time fun time

Case Study • Anna Sadykova, Tahaab Rais, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Spreadable cheese brand Puck used an edutainment strategy to increase sales in Saudi Arabia and the United Arab Emirates.

Emirates NBD: Inspire What's Next

Case Study • Tahaab Rais, Tala Arakji, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Private bank Emirates NBD grew brand favourability and sales with an awareness campaign in the United Arab Emirates.

Lighthouse Centre for Wellbeing: Unspoken, uae

Case Study • Tahaab Rais, WARC Media Awards, Bronze, Effective Channel Integration, 2020

UAE-based community mental health and wellness clinic the Lighthouse Centre for Wellbeing devised a creative platform that encouraged people struggling with mental health issues to speak up.

A third of consumers are buying more based on healthy and hygienic packaging

Data • Rob Clapp, WARC Data Points, November 2020

An overview of consumers paying more attention to health and hygienic packaging in their post-COVID purchases.

YouGov Ad of the Month – UAE: Global Village October 2020

Opinion • BrandIndex, November 2020

During October, entertainment venue Global Village achieved the highest uplift in Ad Awareness of any brand in the UAE.

60% of mobile gamers are moderate players

Data • Rob Clapp, WARC Data Points, November 2020

An overview of gaming audiences across 24 markets.

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.

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.