JWT MEA finds clarity within the year’s chaos - Identifying 8 significant regional trends for 2013
5 February 2013
JWT MEA, part of the world’s best-known marketing communications brand JWT, has released its first ever forecast of key trends that will gain significant momentum over the next 12 months within the MENA region.
The report highlights how economic uncertainty, new technology and a progressive female Millennial are at the center of many of the region’s trends. It looks at these and other progressive cohorts, which are counteracting traditional values, driving new behaviors and leveraging technology to redefine their lives, with an increasingly polarized Arab society emerging. The report also spotlights how businesses are responding to their pull, as the consumer landscape becomes more demanding and assertive.
Each trend’s description is supplemented with a heat map for the five key MENA markets. The heat map demonstrates how developed the trend is in a given market and which demographic it is trending amongst most. In addition a visual representation of where a trend is overlapping with another trend is provided.
Other trends discussed in the report include:
- Authentically Arab : Middle East markets are upending ‘Glocal’ to ‘Authentically Arab’ consumption, with homegrown concepts that are conceived with cultural relevance yet remain internationally appealing. This ‘maker movement’ is capturing the attention of global audiences as consumers pay attention to the differential value of unequivocal brands from the Middle East.
- Maximising Mobile Moments : Watch lifestyle multitasking move over to lifestyle hyper-tasking, as consumers seek to control, operate and connect to almost everything around them. This imparts a host of implications for brands as consumers look to maximize every moment through their mobile devices.
- Uniqueness as a Competitive Advantage : Stepping up from conformity to individuality, Arabs are embracing anything that enables unique performance. Visible status symbols will face increasing competition from status stories where brands help consumers narrate status-yielding stories to other consumers.
“It is exciting to see that a couple of the trends we identified, whilst specific to the region and influencing businesses in our unique market place, are also experiencing successful outgrowths in other parts of the world” said Mennah Ibrahim, Head of Brand Intelligence at JWT MENA.
JWT MENA’s 8 Trends for 2013 report is a result of quantitative, qualitative and desk research conducted by JWT’s Brand Intelligence team in MENA throughout the year. Specifically for this report, quantitative surveys in Saudi Arabia, Qatar, Egypt, Morocco and Lebanon were conducted, in which 1,100 adults aged 18 plus were polled, (300 Saudi Arabia, 100 Qatar, 300 Egypt, 300 Morocco, 100 Lebanon).
Inferences were also made from previous and current JWT Global trend reports to understand imminent global influences on a local scale. Excerpts and inferences from several regional syndicated reports are included. JWT planners across the five key MENA markets were fielded for input.
JWT MENA’s 8 Trends for 2013 full report is available to download on www.jwtmea.com/jwtmenatrends2013
JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues a dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to today, developing award-winning branded content. JWT embraces a “worldmade” philosophy, making things inspired by the world through blending technological innovation with international imagination. JWT has forged deep relationships with clients including Bayer, Bloomberg, Brand USA, Cadbury, Diageo, DTC, Ford, HSBC, Johnson & Johnson, Kellogg’s, Kraft, Macy’s, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Smirnoff, Unilever, Vodafone and many others. JWT’s parent company is WPP (NASDAQ: WPPGY). For more information, please visit www.jwt.com and follow us @JWT_Worldwide.
JWT Middle East and Africa is one of the leading communication agencies in the MEA region with 27 offices in 24 markets. JWT MEA is structured to deliver communication based business solutions across all channels needed to deliver the marketing plan driven by a matrix that combines the strength of its competencies and the know how of its practices.