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JWT MENA's 8 Trends for 2013 - Executive Summary


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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.

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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.

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JWT MENA's 8 Trends for 2013 - Executive Summary

  1. 1. 8 TRENDS FOR 2013MENA Image credit: JWT MENA 8 Trends for 2013
  2. 2. 2EXECUTIVE SUMMARY  our first annual forecast of MENA trends for the near future, economic In 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 M E N
  3. 3. 1 RISE OF A NEW DEMOGRAPHIC DUOTwo new demographic cohorts are emerging; a liberated Power Woman andNew-Age Muslim. As these groups thrive, rising from self-denial to self-esteem, they will increasingly seek out products and services that layer-intheir progressive value sets
  4. 4. 2 INTERRUPTING CHAOSAs 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, reassuringsimplicity and certainty to regulate the chaos
  5. 5. 3 MAXIMIZING MOBILE MOMENTSIncreasingly hectic urban routines, sees lifestyle multitasking move over tolifestyle hyper-tasking as consumers seek to control, operate and connect toalmost everything around them. This imparts a slew of implications forbrands, as people look to their devices to maximize absolutely every momentwith personally relevant and seamless transactions
  6. 6. 4 AUTHENTICALLY ARABReveling in all that is authentically Arab, consumers are embracing the region’sown brands – homegrown concepts that are conceived with modern-day Arabrelevance, yet remain internationally appealing - as people pay heeds to thedifferential value of great brands from the Middle East
  7. 7. 5 UNIQUENESS AS A COMPETITIVE ADVANTAGEStepping up from conformity to individuality, Arabs are embracing anythingthat enables unique prominence, to outshine their peers
  8. 8. 6 LIFE-DETOXCleansing one’s mind, body and environment from all that is negative andharmful is going mainstream, as consumers’ awareness of and anxiety aboutlife’s concealed poisons and their damaging effect heightens
  9. 9. 7 RETAIL ON-DEMANDIn our ‘on-demand’ economy, shopping is shifting from traditional offline oronline stores to a value exchange that can take place in many new ways.With consumer’s increasing demands for immediate gratification and ultraconvenience, brands must find creative ways to how and where they sell theirproducts
  10. 10. 8 SUPER SENSORY EXHILARATIONAs our interactions and experiences become more virtual in an increasinglydigitized world, we will come to place a premium on ‘sensory stimulation’ –an appreciation for anything that engages or intensifies our senses. Brandswill need to find ways to spark off the multidimensional sensory highs thatbring experiences to life
  11. 11. Not quite how you imagined theregion to look in 2013?Learn much more by downloading thefull DRIVING NEW LEVERAGING TRADITION BEHAVIORS TECHNOLOGY Image credit: JWT 8 Trends for 2013
  12. 12. THANK YOUJWT: Is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than200 offices in over 90 countries employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networksin the world and continues a dominant presence in the industry by staying on the leading edge—from producing the first-ever TVcommercial 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 internationalimagination. 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’sparent company is WPP (NASDAQ: WPPGY). For more information, please visit and follow us @JWT_WorldwideBrand Intelligence: is the center for provocative thinking that is part of JWT. We make sense of the chaos in a world of hyper-abundantinformation 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 onbehalf of multinational clients across several categories including pharmaceuticals, cosmetics, food and home and personal care. JWT MENA 8 trends for 2013 CONTACTBrand Intelligence MEA Head of Brand Intelligence Mennah Ibrahim Mennah Ibrahim47 Patriarch Howeiyek St. mennah.ibrahim@jwt.comP.O. Box 11-3093 Research analyst Rita HaddadBeirut, Lebanon Phillipa JWT SONAR ™ Amy Song © 2012 J. Walter Thompson Company. All Rights Reserved M E N