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

Martin Weigel
Wieden+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 or serendipity.

Articulate the 'how'

Juries will expect you to demonstrate how an idea or campaign or media strategy was intended to work.