Warc Prize Asia 2011: Notes from the judging
The winner of the $5,000 Warc Prize for Asian Strategy had to impress a hugely experienced line-up of judges. The panel awarding the Prize consisted of eight senior clients at major brands, plus six agency-side strategy experts. These judges whittled down the 140 cases entered into the Prize through a number of rounds of scoring, discussion and voting.
The first round saw the judges scoring the papers. As the Prize was set up to reward brilliant strategic thinking, the marks in this round were weighted to favour insight and strategy. Quality of insight (including the understanding of a client's market and its objectives) made up 15% of the total mark, and strategic thinking 40%. (Implementation made up a further 15%, performance against objectives 20% and lessons learned 10%.)
The judges' marks fed into the shortlist of 25 unveiled in May. At this stage, a few entries had split opinion, receiving low marks from some judges and high marks from others. However, the majority of these 25 scored consistently highly across the judging panel.