The pace of change in MENA is dizzying. WARC has been running the WARC Prize for MENA Strategy in the region since 2017 and, over these last three years, there has been a tangible shift in how broader cultural trends are affecting how brands communicate with their audiences.
Firstly, there’s more celebration of the incredible diversity within the region. Brands are tapping into this, eschewing celebrities and actors in favour of social realism. Perhaps it’s the love affair with reality TV, or maybe it’s the explosion of social platforms across MENA over the last decade. But it’s clear that brands are recognising the value in featuring everyday people in their campaigns and appreciati
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