LONDON: Senior figures from Diageo and Havas Media Group are among the judges being announced today for the Best Use of Brand Purpose category in the Warc Awards.
These are a global search for next-generation marketing effectiveness that will reward entries across three categories. The Best Use of Brand Purpose category is looking for evidence that brands are integrating purpose into their marketing and their wider enterprise to produce a tangible return, rather than investing in bolt-on CSR programmes.
Entry is free and papers submitted as effectiveness case studies are welcomed from any market or discipline. More information and details about how to enter can be found on the Warc Awards site.
As previously announced, the Best Use of Brand Purpose category will be chaired by Jim Stengel, President/CEO, The Jim Stengel Company, and the former Global Marketing Officer at Procter & Gamble. He is the man behind The Stengel 50 which showed how the highest-performing businesses are the ones driven by brand ideals.
Joining him from the client-side will be Leila Fataar, Head of Culture & Entertainment at Diageo Europe.
The roster of agency-side judges includes Maria Garrido, Chief Insights & Analytics Officer at Havas Media Group, Laurence Green, founding partner of the 101 agency, Tom Knox, Chairman of MullenLowe London, Andy Last, co-founder of Salt Communications, Susan Machtiger, President, Brand & Marketing Strategy at OgilvyRED, Rajat Mendhi, EVP/Planning at BBDO Mumbai, Leslie Pascaud, EVP/ Purpose Branding and Innovation at Kantar Added Value, Freya Williams, CEO of Futerra North America, and Jonathan Wise, co-founder of The Comms Lab.
Author Thomas Kolster, creator of the Goodvertising blog and book, completes the judging panel. Full biographies are available on the Awards website.
There is a $7,000 prize for the Grand Prix winner, as well as $1,000 prizes for three special awards: the Longevity Award, for the best purpose-led strategy with a long-term sustainability commitment of three years or more; the Analytics Award, for use of data to demonstrate effectiveness of a brand purpose-led strategy; and the Partnership Award, for the best purpose-led strategy that relies on a collaboration.
The closing date for entries is 20 April 2017.
Data sourced from Warc