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Warc launches 2016 Warc Prize for Asian strategy

MUMBAI: Warc has launched the 2016 Warc Prize for Asian Strategy, with a $10,000 Prize fund for the best demonstrations of strategic marketing thinking in Asia.

The prize, now in its sixth year, is free to enter and is open to brand owners and agencies in any discipline. Full details, including entry kit and entry form, can be found on the Prize site www.warc.com/asiaprize.

Standard Chartered Bank global head of brand, CMO Sanjeeb Chaudhuri will chair the judging panel. Full details of the judges, who will include senior client-side marketers and agency-side strategy experts, will be announced in coming weeks.

The best overall paper will win the $5,000 Grand Prix, while there are also five $1,000 special awards for excellence in specific areas.

These include the Market Pioneer Award for creating a new category or market, the Channel Thinking Award for achieving brand objectives using an innovative channel strategy, the Local Hero Award for a challenger Asian brand taking on larger competitors, the Asia First Award for an insight or innovation that the rest of the world can learn from, and the Research Excellence Award for the best use of research in the development of strategic ideas.

The deadline for entries is 17 June and the winner will be announced in September. All cases that win an award will be showcased in the Asia Strategy Report, a study of smart strategic thinking in the region published after the competition has ended.

The Asia Strategy Report 2016, based on an analysis of entries to the 2015 competition, noted a particular trend for insights based on the cultural tensions that emerge from rapid economic change.

Last year’s Grand Prix was won by a campaign for Idea Cellular, the Indian mobile network operator. The ‘No Ullu Banoing’ campaign used humour to demonstrate how the mobile internet can empower users and helped to boost the rate of growth of data subscribers to Idea to nearly twice that of the company’s biggest competitor.