Warc Prize Asia receives 140 entries

11 April 2011

SINGAPORE: Nearly 140 examples of great marketing insight have been entered into the inaugural Warc Prize for Asian Strategy.

The US$5,000 Prize, Asia's first award for strategic thinking in marketing, was launched in December, with the closing date  on 1st April.

Entrants were required to submit case studies detailing the strategy used by a brand and the results it delivered.

The entries will now be assessed and sent to a panel of 14 judges, comprising eight senior client marketers and six agency-side strategy experts, led by Prize chairman Miles Young, worldwide chief executive of Ogilvy & Mather.

Young, who in a video interview argued that strategy was growing in importance in Asia, commented: "140 entries is a stunning number, completely exceeding our expectations. It suggests that there is mood and a current which Warc is catching."

Indian brands and agencies were the leading source of submissions, with more than 40 case studies either on or including Indian campaigns.

In total, the cases in the competition cover 14 Asian countries or territories.

In terms of media choice, entries for the Prize used an average of 7.9 channels each. That is a similar figure to the global Warc Prize for Ideas & Evidence, run in 2010. It is also comparable to the 2010 IPA Effectiveness Awards, entrants to which employed an average of seven channels each.

By category, mobile is best-represented in the Prize, reflecting the rapid growth of wireless services across the region and the fierce competition between companies in the sector. In all, over 20 cases were built around mobile providers or handset brands.

After the judges have scored the entries, a list of finalists will be unveiled, before the $5,000 Prize is awarded to the author of the winning paper. All entries that meet the key information requirements will be published on warc.com.

"The Prize entries really showcase the sophistication of Asian marketing," said David Tiltman, Warc's international editor.

"As a collection of best practice, they will form a fantastic resource for marketers and agencies in the region, and should deliver some real insights into Asian consumers and Asian brands."

Find out more about the Prize here.

Data sourced from Warc