The view from the outside

One of the goals of the Warc Prize for Asian Strategy is to judge Asian best practice alongside the best in the world. Every year we invite strategic thinkers from outside the region to sit on the judging panel and contribute their thoughts on the work they see.

This year we had two judges from Australasia (which wasn't included in the prize region), and one from North America. Here's what they thought of the entries.

Paul Rees-Jones
Executive Planning Director, Clemenger BBDO

Reading the first round papers, and then again judging the finalists, left me with two lasting and diametrically opposing points of view on the quality of the entries.

On the negative side, a key missing piece in many of the papers was simply a well articulated problem. Smart thinking starts with simply and clearly stating what needs to be achieved and yet some clever and insightful strategies and resulting ideas were hard to assess as this crucial piece of accountability was all too often lacking from the outset. Papers that stated the problem well tended to tell their story with great effect from beginning to end.