Advertising in MENA goes digital

An inside story of local, regional and global advertising in the Middle East.

Grounded in empirical research and theories, this book explores the evolution of advertising practices, audiences, digital media and communication technologies in increasingly complex MENA environments. 'Advertising in MENA Goes Digital' draws on empirical research and theories to explore how the adoption of digital technology in the Middle East and North Africa, through information and communication technologies, social media and mobile, have shaped creative advertising solutions.

Through key case studies of marketing in the pan-Arab market from regional and global brands as Procter & Gamble, Olay, Vimto, and MTV Arabia, the book sheds light on the intricate relationship between technological and societal development and advertising practice.