WARC Awards for Effectiveness, in association with LIONS
A Global Marketing Effectiveness Benchmark like no other
About the new awards
We’ve reinvented the way effectiveness awards are judged.
The WARC Awards for Effectiveness, in association with LIONS, are built and benchmarked on the consistent, global language of the Effectiveness Code and judged using the Creative Effectiveness Ladder.
Every shortlisted entry will receive feedback on how they’ve performed on the Ladder so that you can drive your business, and the industry, forward.
Our awards are global, open to all, the process to enter is straightforward and, for 2021, we’ve waived the entry fee, too.
The deadline for entries is 1 April. No extensions will be granted.
Each category will be judged by a high-calibre panel, including senior marketers from some of the world’s biggest brands and top agency professionals and specialists from around the globe.
For each category the juries will award Grand Prix, Gold, Silver and Bronze accolades, as well as special awards honouring particular areas of excellence. The winners will be announced at Cannes Lions 2021.
For inspiration, please read The Effectiveness Code White Paper.
Your entry: what you need to know. Please use the entry template below with criteria, word counts and scores. When you are ready to upload your entry, click on Enter the Awards. You'll be taken through to the LIONS portal where you can register and upload your entry box by box, as well as submit supporting images and video content.
2021 Jury Chairs
The Creative Effectiveness Ladder
A Masterclass in creative effectiveness
The Creative Effectiveness Ladder is a unique tool that offers a new shared language for the marketing industry.
It’s a way to identify the very best work and understand how to utilise strategy and creativity to drive specific marketing outcomes.
James Hurman Answers FAQs about the Creative Effectiveness Ladder
In this series, James Hurman unlocks each of the Ladder’s levels and shows us how to combine creativity with strategies for effectiveness.
Level 1 of the Creative Effectiveness Ladder
Learn how 'Influential Ideas' use creativity to maximise engagement and sharing, and over-achieve on campaign metrics and media efficiency.
Level 2 of the Creative Effectiveness Ladder
Getting consumers to behave the right way is a crucial precursor to driving sales up, and there’s a relatively reliable step-by-step process that marketers and agencies can use to set themselves up for behaviour change success.
Watch the latest instalment to find out how…
Level 3 of the Creative Effectiveness Ladder
Across the last decade, we’ve seen substantial growth in campaigns seeking to achieve short-term and temporary sales effects.
So, how can we use creativity to deliver promotions that engage consumers and deliver sustainable results?
Watch the latest instalment to find out how…
Level 4 of the Creative Effectiveness Ladder
Brand Builder campaigns use creativity to improve the fundamental measures of brand health.
In this episode with marketing expert James Hurman we hear how, if you want to build a brand, you should consider... not talking about the brand.
Level 5 of the Creative Effectiveness Ladder
Marketing trends come and go – but the power of storytelling doesn’t.
In this episode, James explains the creative strategies and winning behaviours behind ‘Commercial Triumph’ campaigns, and what just might be creative effectiveness’ best kept secret…
Level 6 of the Creative Effectiveness Ladder
In this episode, James gives his insight on how to create work that becomes defining, not only for its brand, but for marketing itself.
It's a Tide Ad by Saatchi & Saatchi
See how Saatchi & Saatchi made Tide the most loved brand of the 2018 Super Bowl (Influential Idea) and extended the campaign's effectiveness by letting consumers take part in the story (Commercial Triumph).
Old Spice by Wieden+Kennedy
Take a look behind the idea of Wieden+Kennedy's Super Bowl ad for Old Spice that encouraged women to choose the manly scent of Old Spice body wash for their man.
Tesco: Unforgettable bag by Grey Malaysia
Looks at Grey Malaysia's project for Tesco which saw its commitment to phasing out single-use plastic come to life with the Unforgettable bag campaign.
Key Dates 2021
Judges Announced |
All judges have now been announced |
16th Feb 2021 |
Call for Entries |
Entries are now being accepted from |
16th Feb 2021 |
Deadline |
Enter your case study for the 2021 Awards before |
1st April 2021 |
Award categories
Customer Experience
2021 jury has now been announced.
Collaboration & Culture
2021 jury has now been announced.
Sustained Growth
2021 jury has now been announced.
Instant Impact
2021 jury has now been announced.
Brand Purpose
2021 jury has now been announced.
Business-to-Business
2021 jury has now been announced.
