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Warc unveils Social Strategy Prize shortlist

News, 15 June 2016

LONDON: Campaigns from brands such as Coca-Cola, Dell, HBO, KFC and MasterCard have been shortlisted for the 2016 Warc Prize for Social Strategy which highlights the best examples of social ideas that drive business results.

Coca-Cola, Asian airline Scoot and UK supermarket Tesco were shortlisted twice for separate campaigns.

A total of 30 papers from ten markets made the shortlist, coming from a wide range of business sectors, from financial services to retail, and were entered by a range of agencies, media networks, digital and social specialists.

The UK supplied the largest number of shortlisted entries (10), ahead of the US (8) and Singapore and the United Arab Emirates (3 each). Sweden and Germany each had one shortlisted entry, as did Australia and New Zealand, India and Nigeria.

The entire shortlist can be viewed on the Prize website, where Warc subscribers can read the full papers.

"Once again, the social media case studies in this year's Warc contest demonstrate an exceptional level of creativity," said Gian Fulgoni, chair of the judging panel.

"I was particularly impressed by two types of applications," he added. "The first is where organic social marketing was used without any paid media to achieve a brand's objectives. The second is where social was used to successfully reposition an established brand or drive awareness, trial and repeat for a new one."

Warc will award the $5,000 Grand Prix to the best example of a marketing strategy that drives conversation, sharing, participation or advocacy, and can demonstrate a link to credible business results. Warc will also award five Special Awards of $1,000 each, plus Gold, Silver and Bronze awards.

The judging panel, made up of senior client-side marketers and agency-side strategy experts, is currently deciding which entries will be awarded Gold, Silver and Bronze awards, and which will take home the cash prizes.

Their picks will be announced in September.

Readers heading for Cannes next week can register to attend a Warc panel where Adam Ferrier (Cummins & Partners), Sandy Thompson (Y&R), Dom Boyd (adam&eveDDB/APG), Debbie Weinstein (Google) and Chris Stephenson (PHD Singapore) will discuss The Future of Strategy: Strategy Beyond Campaigns.

Data sourced from Warc