A region with a long history of purposeful work, MENA is witnessing a new push for purpose dictated by the pandemic. WARC’s Chiara Manco explores its challenges and opportunities.
Brand purpose has always been a key area of focus for marketers in the MENA region, as made apparent by work awarded over the past four years of the WARC Prize for MENA Strategy.
Traditionally, purposeful work peaked around the Ramadan season, where values such as togetherness and charity are put centre-stage. More than a year into the pandemic, however, the meaning of purpose seems to have deepened the world over.