The identity of the Maghreb region is one often called into question. Viewed as neither truly ‘African’ nor ‘Arab’, the former French colonies of Morocco, Tunisia and Algeria may exist geographically in the ‘North Africa’ of MENA, but are still regarded as somewhat ‘other’ – both linguistically and culturally – by the Middle East, despite their shared language and religion. Unsurprisingly, the region remains a low priority for adspend and investment. However, signs suggest the industry may finally be taking notice.
Dentsu Aegis Network recently conducted a major research project looking at the region’s youth – specifically those aged between 15 and 19. Of the Maghreb’s s
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