JWT MENA's 8 Trends for 2013 - Executive Summary

Image credit: JWT MENA 8 Trends for 2013

8 TRENDS FOR 2013M E N A

In our first annual forecast of MENA trends for the near future, economic uncertainty, new technology and a progressive female Millennial are at the center of many of our trends. Our report highlights how this and other progressive cohorts are counteracting traditional values, driving new behaviors and leveraging technology for redefining their lives, with an increasingly polarized Arab society emerging. We also spotlight how businesses are responding to their pull, in an increasingly demanding and assertive consumer landscape

JWT MENA’s 8 Trends for 2013 report is a result of quantitative, qualitative and desk research conducted by Brand Intelligence MENA throughout the year and specifically for this report

The trends we explore here, which we believe will have significant weight and momentum, indicate shifts that are likely to be with us for a while

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EXECUTIVE SUMMARY2

Two new demographic cohorts are emerging; a liberated Power Woman and New-Age Muslim. As these groups thrive, rising from self-denial to self-esteem, they will increasingly seek out products and services that layer-in their progressive value sets

1 RISE OF A NEW DEMOGRAPHIC DUO

As our individual worlds become more complex – and the types of content, experiences and people we become exposed to become more erratic – greater emphasis will be placed on reintroducing structure, reassuring simplicity and certainty to regulate the chaos

2 INTERRUPTING CHAOS

Increasingly hectic urban routines, sees lifestyle multitasking move over to lifestyle hyper-tasking as consumers seek to control, operate and connect to almost everything around them. This imparts a slew of implications for brands, as people look to their devices to maximize absolutely every moment with personally relevant and seamless transactions

3 MAXIMIZING MOBILE MOMENTS

Reveling in all that is authentically Arab, consumers are embracing the region’s own brands – homegrown concepts that are conceived with modern-day Arab relevance, yet remain internationally appealing - as people pay heeds to the differential value of great brands from the Middle East

4 AUTHENTICALLY ARAB

Stepping up from conformity to individuality, Arabs are embracing anything that enables unique prominence, to outshine their peers

5 UNIQUENESS AS A COMPETITIVE ADVANTAGE

Cleansing one’s mind, body and environment from all that is negative and harmful is going mainstream, as consumers’ awareness of and anxiety about life’s concealed poisons and their damaging effect heightens

6 LIFE-DETOX

In our ‘on-demand’ economy, shopping is shifting from traditional offline or online stores to a value exchange that can take place in many new ways. With consumer’s increasing demands for immediate gratification and ultra convenience, brands must find creative ways to how and where they sell their products

7 RETAIL ON-DEMAND

As our interactions and experiences become more virtual in an increasingly digitized world, we will come to place a premium on ‘sensory stimulation’ – an appreciation for anything that engages or intensifies our senses. Brands will need to find ways to spark off the multidimensional sensory highs that bring experiences to life

8 SUPER SENSORY EXHILARATION

Image credit: JWT 8 Trends for 2013

COUNTERACTING TRADITION

DRIVING NEW

BEHAVIORS

LEVERAGING TECHNOLOGY

Not quite how you imagined the region to look in 2013?

Learn much more by downloading the full report.www.jwtmea.com/jwtmenatrends2013

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THANK YOU

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 for brands such as Johnson & Johnson, Diageo’s Smirnoff, Macy’s, Ford and HSBC.

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, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, 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

Brand Intelligence: is the center for provocative thinking that is part of JWT. We make sense of the chaos in a world of hyper-abundant information and constant innovation – finding quality amid the quantity.

We focus on identifying changes in the global zeitgeist so as to convert shifts into compelling opportunities for brands. We have done this on behalf of multinational clients across several categories including pharmaceuticals, cosmetics, food and home and personal care.

Brand Intelligence MEA47 Patriarch Howeiyek St.P.O. Box 11-3093Beirut, Lebanonwww.jwt.com

JWT MENA 8 trends for 2013

Head of Brand IntelligenceMennah Ibrahim

Research analystRita Haddad

JWT SONAR ™Amy Song

CONTACT

Mennah [email protected]

Phillipa [email protected]© 2012 J. Walter Thompson Company.All Rights Reserved