Warc Prize for Asian Strategy 2012: Notes from the judging
A panel of 15 judges – a mix of senior clients and agency-side strategy experts – were given the task of deciding who should win the Warc Prize for Asian Strategy.
Through several rounds of scoring, discussion and voting, the 160 entries were whittled down to a shortlist of 32, then to a final list of contenders for both the $5,000 Prize and the $2,000 award for low-budget strategy. A final vote determined the winners.
Entries were scored against several criteria. As the Prize was set up to reward brilliant strategic thinking, the marks 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%.