MENA stands for “Middle East and North Africa” and refers to the region made up of the Middle East and North Africa. It includes, for example, the United Arab Emirates, Saudi Arabia, Qatar, Jordan, Egypt, Morocco, and Tunisia. Exactly which countries are included can vary depending on the organization and the context.

In the international modeling business and in marketing, the abbreviation is used to describe regional markets, areas of responsibility, or campaign territories. A “MENA campaign” is accordingly aimed at audiences in countries in this region.

The MENA region spans different cultures, languages, and consumer habits. When planning shoots, advertising campaigns, and influencer collaborations, local conditions and social expectations therefore play an important role.

As a model, jobs or placements in the MENA region can be attractive but often come with specific expectations regarding clothing, shots and behavior. Clarify with your agency in advance what is customary in that country, which shots are agreed and who is responsible for you on site. As an influencer, know the local expectations and content rules when working on campaigns for this region so your content neither offends nor breaks any rules.

See also: Target audience.