For campaigns that have invested in building a brand over time (12 months or more). The judges will look for long-term creative commitments in both budget and campaign duration, as well as compelling evidence that brand investments have made a demonstrable impact on the business.
A judging panel of industry experts, chaired by Suresh Balaji, Chief Marketing Officer, Asia Pacific, HSBC, will be announced in the coming weeks.
Beyond long-term commitments to brand building, what we will be looking for in this WARC Awards for Effectiveness category is sustainable impact on the entire ecosystem that a brand operates in. It's important to reward brands that help raise the tide so all boats rise, delivering growth for businesses, the people who rely on them, and the planet.
Chief Marketing Officer, Asia Pacific, HSBC
There were 6 winning case studies in the 2021 competition, with Aldi Stores: 2010-2019 â€“ How taking an alternative path took aldi from shame to pride, through McCann Manchester, taking the Grand Prix.
Aldi ran a ten year, multi-channel campaign in the UK to improve perceptions, grow sales and share, and become a top-five grocery retailer.
By 2017, it achieved fifth-place with 6.2% share; by 2019 it had 7.9% share and annual sales of £9.49bn; it exceeded all targets, achieving 64% penetration, 20.6 frequency and basket size of 19.1 – the most of any competitor.