LONDON: Warc is today launching the Warc Prize for Innovation 2016, a global search for effective innovation in marketing with a $10,000 cash prize fund.
Now in its fourth year, the competition is free to enter and open to all forms of marketing and communications. Entrants must submit a case study of marketing innovation that delivered meaningful results for a brand.
The work should have been in-market at any time between January 1 2014 and November 30 2015. Full entry details are available at the Prize website.
Innovation can be hard to define, beyond a sense that it marks a break from what went before, and entrants are asked to explain why their strategies should merit being described as innovative.
Nigel Jones, global chief strategy Officer at FCB, judged the 2014 Prize and noted that the industry's definition of innovation was broadening.
"When I first came into the industry, innovation was about new insights and new compositions, and new ways of talking to the audience. Increasingly, that's not true. Innovation is now about utility and what you're going to do with the product or use the product for.”
The competition will name Gold, Silver and Bronze award winners. The Grand Prix, for the best overall paper, will win $5,000.
In addition there are five $1,000 Special Awards, which will be awarded to the best examples of specific types of innovation: product or service innovation, channel innovation, category innovation, co-created innovation and innovation in a not-profit-campaign.
All winning entries will be published and promoted in the Warc Innovation Casebook 2016, Warc's annual report on the world's freshest communication ideas.
The last iteration of the Innovation Prize was won by Clever Buoy, a shark detector campaign for Australian mobile provider Optus. This case study plus useful tips about how to impress the judges, is available on the Prize website, while further information about previous winning cases and their common themes can be found in previous editions of the Innovation Casebook.
A jury of senior marketers for some of the world's biggest brands, plus agency-side experts from around the world, will be announced in the coming months.
Data sourced from Warc