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19% of B2B marketing budgets go to advertising

Data • Rob Clapp, WARC Data Points, September 2021

An overview of B2B marketing budgets.

44% of adults say they are not fully represented in advertising

Data • Rob Clapp, WARC Data Points, September 2021

An overview of consumer opinion on diversity and representation in advertising.

Microsoft: Work.Reworked

Case Study • SABRE Awards, Africa, 2021

Microsoft, a technology company, supported businesses across Africa during the COVID-19 pandemic by launching research that gave them the facts and figures about the new normal.

The UAE Government Media Office: #FirstArabicCountdown

Case Study • WARC Prize for MENA Strategy, Entrant, 2021

The UAE Government Media Office created a simple, yet powerful, initiative that sparked a movement and connected millions of Arabs around the world in celebrating the launch of the first Arab interplanetary mission.

Home Box: Harnessing UAE’s cultural diversity to unbox Home Box

Case Study • Rohit Arora, Sagar Rege, Vijay Kumar, Puja Chatterjee, Abhijeet Choubal, WARC Prize for MENA Strategy, Entrant, 2021

Furniture retailer, Home Box, played to a cultural truth in a humorous way to grow sales in the UAE.

Pepsi x Lay's: Playing soccer in supermarkets

Case Study • Carl Bou Abdallah, Elina Nambala, Lyoonjoka , WARC Prize for MENA Strategy, Entrant, 2021

Soft-drink brand, Pepsi, and Lay's potato chips created a record-breaking virtual chain of people passing a football to amplify its UEFA Champions League sponsorship in Saudi Arabia.

Sensodyne: Sensitivity-Free Food

Case Study • Mona Hassanie, WARC Prize for MENA Strategy, Entrant, 2021

Sensodyne, the toothpaste for sensitive teeth, engineered sensitivity-free food to highlight the effectiveness of its product in the UAE.

Mashreq Bank: Journey to happiness

Case Study • Asih Wulansari, Bilal Soomro, WARC Prize for MENA Strategy, Entrant, 2021

Mashreq, the bank, transitioned away from its traditional lead-generation customer acquisition model with an always-on digital campaign in the UAE.

McCafé: Great coffee. Simple.

Case Study • Mario Morby, Tina Sioufi, WARC Prize for MENA Strategy, Entrant, 2021

Quick-service F&B brand McCafe harnessed the power of simplicity to find its place in a complex category in the overly saturated UAE market.

Etisalat UAE: Forgotten Names

Case Study • Mostafa Hashish, Yahia Hashem, WARC Prize for MENA Strategy, Entrant, 2021

Telco operator Etisalat created an online film with a powerful message to bring people together and raise brand awareness in the UAE.

The National: The world has borders. Our stories don't.

Case Study • Mario Morby, WARC Prize for MENA Strategy, Entrant, 2021

UAE-based daily newspaper The National crafted a tactical campaign that aimed to change attitudes at the same time as changing its URL.

Snickers: Hunger Insurance

Case Study • Noor Hassanein, WARC Prize for MENA Strategy, Entrant, 2021

Chocolate bar brand Snickers unwrapped a multi-channel campaign to reignite interest and boost sales in the UAE.

G42 Healthcare: #4Humanity – Launching the World’s First Phase III Clinical Trial for an Inactivated COVID-19 Vaccine

Case Study • SABRE Awards, EMEA, Gold, 2021

G42 Healthcare, a health-tech company, launched its #4Humanity campaign to drive volunteers for the world's first phrase three clinical trial for an inactivated COVID-19 vaccine in the Middle East.

Visa: #WhereYouShopMatters

Case Study • SABRE Awards, EMEA, Gold, 2021

Visa, a financial services company, supported small- and medium-sized businesses (SMBs) in the Middle East during the COVID-19 pandemic with its #WhereYouShopMatters campaign.

Apple extends advertising lead following iOS 14.5

Data • Rob Clapp, WARC Data Points, June 2021

An overview of Apple's share of advertising spend before and after iOS 14.5.

Burger King: Pay Cut Whopper

Case Study • Mona Hassanie, WARC Prize for MENA Strategy, Silver, 2021

Fast-food chain, Burger King, humanised the transactional nature of app orders to increase home delivery sales in the UAE.

The UAE Government Media Office: Martian Stamp

Case Study • Jessica Handley, Jennifer Fischer, WARC Prize for MENA Strategy, Shortlisted, 2021

UAE's Government Media Office found a creative way to tap in to people's fascination with space, capture media attention and grow share of voice globally.

Emirates Nation Brand: Mars shot

Case Study • Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Silver, 2021

The UAE's nation brand partnered Kevin Hart for its Mars Shot campaign, crowdsourcing a global quest to make the world better.

Mastercard: Astronomical Sales

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2021

Payments provider, Mastercard, recognised a unique brand synergy with a once-in-a-lifetime astronomical event to grow cards on file in the UAE.

AstraZeneca: Neb Adventures

Case Study • Tahaab Rais, Moushami Bhattacharya, Prajakta More, WARC Prize for MENA Strategy, Bronze, 2021

Multinational biopharmaceutical company AstraZeneca created compelling animated content to enable the successful administration of essential medication to children in the UAE.

WHSmith: Pop Up Books

Case Study • Tahaab Rais, Josephine Younes, Nayaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2021

Retailer WHSmith hijacked in-game mobile ads to boost sales and encourage children in the UAE to read more.

Babyshop: Our heartbeats

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2021

Children's retailer Babyshop took the national anthem to heart, literally, to boost consideration and gain relevance in the UAE.

Bose: Noise-O-Meter

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Bose, an audio equipment retailer, launched a campaign in the UAE to promote its noise-cancelling headphones.

KitKat: Give Technology a Break

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

KitKat, a chocolate brand, launched a campaign in the MENA region to reinforce its tagline Have a Break, Have a KitKat among millennials and Gen Z.

WHSmith: Pop Up Books

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

WHSmith, a stationery, books and magazines retailer, introduced children's stories into ads on gaming apps to reverse declining book sales in the UAE.

Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
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.
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.
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.
Media Owner Profile: Spotify

Data • Rob Clapp, WARC Data Points, July 2021

This Media Owner Profile of Spotify includes data on revenue and monthly active users by user type and region.
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.