Warc Prize for Asian Strategy 2013: Proving the work worked - one juror's advice

Martin Weigel

This article provides advice for writing effectiveness case studies from Martin Weigel, Head of Planning at Wieden+Kennedy Amsterdam.

Warc Prize for Asian Strategy 2013: Proving the work worked - one juror's advice

Martin WeigelWieden+Kennedy Amsterdam

Martin Weigel was a judge for the 2013 Warc Prize for Asian Strategy. Here, he provides advice for writing communications effectiveness case studies.

Relate results to objectives and vice versa

Judges expect to see joined up thinking. The minimum requirement of any submission is a connection between the stated objectives and the stated results.

If your objectives and results don't join up, it's rather hard to take your submission seriously.

Strategy after all, is about intent. Not luck...

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