LONDON: A total of 12 papers from seven different markets have been shortlisted for the Best Use of Data category in the Warc Media Awards.
These are a comprehensive set of awards covering four categories, including the Best Use of Data, with a total prize fund of $40,000 to reward pioneering communications planning which has made a positive impact on business results for brands around the world.
The UK features strongly, with four papers from this market, while Australia, India and North America contribute two each and China and Ukraine one each.
The shortlisted entries come from a wide range of categories, including financial services, FMCG, household appliances, telecoms, toiletries and tourism.
Sital Banerjee, Global Head of Media, Philips, and Chair of the Judges for the Best Use of Data category, said: "It will be difficult to select the winners out of this shortlist because there are several good campaigns here.
"While some used data to turn around business in the face of challenging macroeconomic trends and declining budgets, others have used data to create engaging and dynamic content to transform what would normally be treated as traditional touch-point," he said.
"In most if not all of these short-listed cases, there is a strong drive towards delivering ROI," he added. "This is critical – so not using data just for the sake of it but to drive real business outcomes for brands and advertisers."
Gold, Silver and Bronze winners for the highest-scoring cases will be awarded across the four categories with a $7,000 Grand Prix for the best paper. Judges will also grant three $1,000 Special Awards in each category.
Shortlists for the remaining three categories will be announced over the next few weeks. Winners will be announced at a free-to-attend evening event at MEC in London on 9 February.
Data sourced from Warc