WARC Prize for MENA Strategy announces 2021 winners
TBWA\RAAD and KFC MENA win Grand Prix
Updated 20 August 2021
Arab News
DUBAI: The World Advertising Research Center has announced the winners for the 2021 WARC Prize for MENA Strategy. The award was launched five years ago with the aim of encouraging strategic thinkers and planners to generate inspiring work.
This year, there were 21 entries shortlisted for both international brands including Burger King, Facebook, Knorr and Mastercard, and local brands, such as Almosafer, An-Nahar, Diari and Lotto Libanais. The jury panel of 16 industry experts was chaired by Peter DeBenedictis, chief marketing officer of Microsoft, Middle East and Africa.
This year’s Grand Prix went to TBWA\RAAD and the KFC MENA “Shift +K+F+C” campaign, which provided a unique cheat code that helped users score a limited-edition menu item. The campaign also won the Special Award for Pivot to Digital.
“We are honored to receive the Grand Prix in effectiveness at the WARC Prize for MENA Strategy for our ‘Shift +K+F+C’ campaign, which drove great affinity with gamers in the region,” said Ozge Zoralioglu, chief marketing officer, KFC MENA.
The campaign saw KFC leverage its own online ordering process to connect with gamers in Saudi Arabia. With a few tweaks to the website’s code — and zero production costs — KFC programmed the code, Shift+K+F+C, into its website as a shortcut to accelerate the online ordering process and unlock a special menu item.
The campaign tapped into the emerging gaming culture in the Kingdom and was promoted exclusively through Twitch and gaming influencers.
“‘Shift +K+F+C’ perfectly demonstrates how a simple idea with a modest budget, coupled with a disruptive, innovative strategy can effectively resonate with its audience, drive traffic and generate sales,” said Jennifer Fischer, chief innovation officer at TBWA\RAAD.
She added that the campaign “gave us a deep understanding of the gaming community and set us on track for many more meaningful ways to engage with gaming culture and deliver on their needs.”
Among the other winners, FP7 McCann bagged the most awards across Egypt, the UAE, Saudi Arabia, and Tunisia including two Gold, one Silver and three Bronze. The Gold-winning campaigns “A Dad’s Job” for Landmark Group’s Home Centre and “Rooftop Farms” for Knorr also won The Brand Rebel and Long-Term Strategy awards respectively.
Wunderman Thompson won a Gold and a Silver for its campaigns for Burger King, “The Doppelganger” in Saudi and “Pay Cut Whopper” in the UAE, as well as another Silver for the “Noise-O-Meter” campaign for Bose UAE.
A look back at how Arab News marked its 50th anniversary
In a year crowded with news, the paper still managed to innovate and leverage AI to become available in 50 languages
Golden Jubilee Gala, held at the Diplomatic Quarter in Riyadh, now available to watch on YouTube
Updated 31 December 2025
Arab News
RIYADH: In 2025, the global news agenda was crowded with headlines concerning wars, elections and rapid technological change.
Inside the newsroom of Arab News, the year carried additional weight: Saudi Arabia’s first English-language daily marked its 50th anniversary.
And with an industry going through turmoil worldwide, the challenge inside the newsroom was how to turn a midlife crisis into a midlife opportunity.
For the newspaper’s team members, the milestone was less about nostalgia than about ensuring the publication could thrive in a rapidly changing and evolving media landscape.
“We did not want just to celebrate our past,” said Faisal J. Abbas, editor-in-chief of Arab News. “But more importantly, we were constantly thinking of how we can keep Arab News relevant for the next five decades.”
Faisal J. Abbas, editor-in-chief of Arab News. (Supplied)
The solution, he added, came down to two words: “Artificial intelligence.”
For the Arab News newsroom, AI was not a replacement for journalism but as a tool to extend it.
“It was like having three eyes at once: one on the past, one on the present, and one on the future,” said Noor Nugali, the newspaper’s deputy editor-in-chief.
Noor Nugali, deputy editor-in-chief of Arab News. (Supplied)
One of the first initiatives was the 50th anniversary commemorative edition, designed as a compact historical record of the region told through Arab News’ own reporting.
“It was meant to be like a mini history book, telling the history of the region using Arab News’ archive with a story from each year,” said Siraj Wahab, acting executive editor of the newspaper.
The issue, he added, traced events ranging from the outbreak of the Lebanese civil war in 1975 to the swearing-in of Donald Trump, while also paying homage to former editors-in-chief who shaped the newspaper’s direction over five decades.
The anniversary edition, however, was only one part of a broader strategy to signal Arab News’ focus on the future.
To that end, the paper partnered with Google to launch the region’s first AI-produced podcast using NotebookLM, an experimental tool that synthesizes reporting and archival material into audio storytelling.
The project marked a regional first in newsroom-led AI audio production.
The podcast was unveiled during a special 50th anniversary ceremony in mid-November, held on the sidelines of the Arab Media Forum, hosted by the Dubai Future Foundation. The event in the UAE’s commercial hub drew regional media leaders and officials.
Remarks at the event highlighted the project as an example of innovation in legacy media, positioning Arab News as a case study in digital reinvention rather than preservation alone.
“This is a great initiative, and I’m happy that it came from Arab News as a leading media platform, and I hope to see more such initiatives in the Arab world especially,” said Mona Al-Marri, director-general of the Government of Dubai Media Office, on the sidelines of the event.
“AI is the future, and no one should deny this. It will take over so many sectors. We have to be ready for it and be part of it and be ahead of anyone else in this interesting field.”
Behind the scenes, another long-form project was taking shape: a documentary chronicling Arab News’ origins and its transformation into a global, digital-first newsroom.
“While all this was happening, we were also working in-house on a documentary telling the origin story of Arab News and how it transformed under the current editor into a more global, more digital operation,” said Nugali.
The result was “Rewriting Arab News,” a documentary examining the paper’s digital transformation and its navigation of Saudi Arabia’s reforms between 2016 and 2018. The film charted editorial shifts, newsroom restructuring and the challenges of reporting during a period of rapid national change.
The documentary was screened at the Frontline Club in London, the European Union Embassy, Westminster University, and the World Media Congress in Bahrain. It later became available on the streaming platform Shahid and onboard Saudi Arabian Airlines.
The grand slam of the anniversary year was the Golden Jubilee of Arab News gala, held in late September in Riyadh’s Diplomatic Quarter. (AN photo)
It was also nominated for an Association for International Broadcasting award.
In early July, a special screening of the documentary took place at the EU Embassy in Riyadh. During the event, EU Ambassador to Saudi Arabia Christophe Farnaud described the film as an “embodiment” of the “incredible changes” that the Kingdom is undergoing.
“I particularly appreciate … the historical dimension, when (Arab News) was created in 1975 — that was also a project corresponding to the new role of the Kingdom,” Farnaud said. “Now the Kingdom has entered a new phase, a spectacular phase of transformation.”
Part of the documentary is narrated by Prince Turki Al-Faisal, the former Saudi ambassador to the US, who in the film delves into the paper’s origins.
Prince Turki Al-Faisal, the former Saudi ambassador to the US. (AN photo)
The grand slam of the anniversary year was the Golden Jubilee of Arab News gala, held in late September in Riyadh’s Diplomatic Quarter.
Hosted by the Dean of Diplomatic Corps in Saudi Arabia and Ambassador of Djibouti to Riyadh Dya-Eddine Said Bamakhrama, the evening featured a keynote address by Prince Turki, who spoke about Arab News’ founding under his father, the late King Faisal, and its original mission to present the Kingdom to the English-speaking world.
The Dean of Diplomatic Corps in Saudi Arabia and Ambassador of Djibouti to Riyadh Dya-Eddine Said Bamakhrama (far left). (AN photo)
Arab News was established in Jeddah in 1975 by brothers Hisham and Mohammed Ali Hafiz under the slogan to give Arabs a voice in English while documenting the major transformations taking place across the Middle East.
The two founders were honored with a special trophy presented by Prince Turki, Assistant Media Minister Abdullah Maghlouth, Editor-in-Chief Abbas, and family member and renowned columnist Talat Hafiz on behalf of the founders.
During the gala, Abbas announced Arab News’ most ambitious expansion yet: the launch of the publication in 50 languages, unveiled later at the World Media Congress in Madrid in cooperation with Camb.AI.
The grand slam of the anniversary year was the Golden Jubilee of Arab News gala, held in late September in Riyadh’s Diplomatic Quarter. (AN photo)
The Madrid launch in October underscored Arab News’ aim to reposition itself not simply as a regional paper, but as a global platform for Saudi and Middle Eastern perspectives.
The event was attended by Princess Haifa bint Abdulaziz Al-Mogrin, the Saudi ambassador to Spain; Arab and Spanish diplomats; and senior editors and executives.
As the anniversary year concluded, Arab News released the full video of the Golden Jubilee Gala to the public for the first time, making the event accessible beyond the room in which it was held.
For a newspaper founded in an era of typewriters and wire copy, the message of its 50th year was clear: longevity alone is not enough. Relevance, the newsroom concluded, now depends on how well journalism adapts without losing sight of its past.
