Warc Prize for Asian Strategy 2013: The view from the outside

Fredrik Sarnblad
Mullen

It was a true personal pleasure to judge this year's entries to the Warc Prize for Asian Strategy, as it provided an opportunity to see examples of some of the best strategic thinking in Asia. The quality of papers and strategic thinking demonstrated in them were impressively high overall. The majority of papers did a great job at clearly defining objectives and providing corresponding quantitative results to prove effectiveness. The papers that rose to the top also did a great job at clearly linking a core insight to strategy, and ultimately to creative execution.

What struck me as particularly encouraging was that great effort had been placed on correlating objectives with hard business results, not merely Facebook likes or various buzz metrics.