LONDON/WASHINGTON: Warc today launches the inaugural Warc Prize for Asian Strategy, chaired by Miles Young, Ogilvy & Mather's worldwide chief executive.
The Prize, which is free to enter, offers $5,000 (€3,749; £3,172) to the author(s) of the case study uploaded to www.warc.com/asiaprize that shows the best strategic thinking.
Young, the chairman of Ogilvy & Mather Asia Pacific until 2009, said: "It is perverse but true that in parts of the world where growth rates are high that strategy is often the poor relative of tactics in business.
"And yet in a region such as Asia the most important thing seems to me to have a strategy for differential growth. It's easy to grow, but how can we grow faster, and by how much, than our competitors.
"That's why I believe that the Warc Prize for Asian Strategy is so very important.
"It is at present the one and only vehicle for really assessing the ability of businesses to grasp the true strategic challenges and for establishing the highest standards against which they can be measured."
Among the judges that will assist Young are Sumeet Vohra, Procter & Gamble's general manager, Asia marketing, and Reynold D'Silva, Unilever's global brand director, skincare.
They will be joined by Kevin Brown, BBH's global director of engagement planning, and Gareth Kay, director of brand strategy at Goodby Silverstein & Partners in San Francisco.
The full line-up of judges will be announced in the next few weeks.
Entries will be welcomed from the client-side, agencies of every specialism and media owners.
Similarly, papers can cover any sector, budget and discipline, from advertising to product innovation to partnerships.
The essential component of a strong case study will be demonstrating how new insight – whether into consumers, business or communications tools – was employed to generate smart strategy.
Submissions also need to show the means by which this strategy was translated into marketing activity, and discuss the results delivered.
Rufus Olins, chief executive of Warc, said: "The world is watching the rapid growth of Asia with fascination.
"For Warc it is an increasingly important market, and with the launch of this Prize we intend to shed some light on the new behaviours and best thinking in the region."
A detailed explanation of the rules and criteria is available at www.warc.com/asiaprize. The deadline for entries is 18 March 2011, with a shortlist to be announced in the second quarter of next year.
All submitted case studies will appear on warc.com, building a body of knowledge to raise standards and inspire marketers in Asia and beyond.
The Warc Prize for Asian Strategy follows on from the launch of the global Warc Prize for Ideas and Evidence in January 2010, chaired by Alex Bogusky, formerly of Crispin Porter + Bogusky.
Data sourced from Warc