WARC Awards for Asian Strategy

Welcome to WARC’s search for the best strategic thinking from Asia’s marketing industry.

Grand Prix

Not just a Cadbury ad

Not just a Cadbury ad

The E-Commerce Excellence Award
The Early Adopter Award
Brand
Cadbury Celebrations
Agency
Ogilvy India, Wavemaker India
Advertiser
Mondelez Foods India Pvt. Ltd.
Market
India

Cadbury Celebrations grew engagement and sales among millennial families in India during Diwali, with an interactive YouTube video and microsite that encouraged them to shop at small local stores.

An interactive YouTube ad showing the emotion of gift-giving tagged local stores in the catchment area it was served, and a microsite allowed people across India to log in and trigger a geo-customised local version of the ad.

The campaign shored up consumer and trade sentiment and grew sales.

Gold

Stop the beauty test

Stop the beauty test

Brand
Dove
Agency
Ogilvy India, Hindustan Unilever Pvt. Ltd.
Advertiser
Hindustan Unilever Pvt. Ltd.
Market
India

Dove targeted women in India with a purpose-driven multi-media campaign to influence the discourse on beauty and self-esteem while also boosting brand love and purchase consideration.

Timelines

Timelines

The Research Excellence Award
Brand
SK-II
Agency
Forsman & Bodenfors Singapore
Advertiser
Procter & Gamble
Market
China (Mainland), Japan, South Korea, United States

SK-II grew sales and engagement among young executive women in China, Japan, South Korea and the US with the creation of a digital docu-series fronted by journalist Katie Couric.

Silver

Bronze

Shortlist

2021 Judges

A judging panel of industry experts, chaired by Lynette Pang, Assistant Chief Executive, Marketing Group, Singapore Tourism Board, will be reading the entries.

The impact that insightful and strategic thinking can bring to the table should never be underestimated. As Asia moves determinedly forward to bounce back strong from the changes wrought by the global pandemic, the role of strategists and strategic marketing becomes mission-critical. I am thrilled to be the Jury Chair for this year’s WARC Awards for Asian Strategy and look forward to seeing compelling entries that will serve as both a showcase of, and guiding light for, Asia's next generation of strategists and the ongoing evolution of what strategy means.
Lynette Pang

Lynette Pang, Chair of the Judges, WARC Awards for Asian Strategy 2021
Assistant Chief Executive, Marketing Group, Singapore Tourism Board

Key Dates 2021

Call for Entries

The WARC Awards for Asian Strategy are open for entries from

14th April 2021
Deadline

Enter your case study for the 2021 Awards

14th July 2021
Shortlist

Shortlisted campaigns will be announced

15th September 2021
Winners

The winning campaigns from the shortlist will be announced

25th October 2021

About

Futureproofing strategy:
Looking ahead with the next generation

Previously known as the WARC Prize for Asian Strategy, the Awards were launched in 2011 to showcase Asia’s smartest marketing thinking, highlighting breakthrough ideas from across the region. Now in its eleventh year, the Awards remain free to enter and are open to clients and agencies in any marketing discipline.

This year’s Awards aim to celebrate strategy as a marketing discipline and career, looking ahead to how the next 10 years will be shaped by new thinking and talent.

The Awards focus on strategic thinking, but we also need to know that the strategy worked. We want to reward strategic thinking that helps clients solve real-life problems and provides a base for future growth. Entrants need to show a link between their strategies and the effectiveness of the marketing activity.

The set-up remains simple: use the Entry Form to tell the story of a great piece of marketing strategy. Each campaign or initiative should be entered just once to qualify for the medals on offer as well as the Special Awards.

Open for entries until 14 July (9am BST). If you need an extension please contact warcawardsasia@warc.com.

Read the Entry Kit Download the Entry Form

Enter the Awards

Awards structure

There will be a Grand Prix awarded to the best paper, plus five Special Awards recognising specific areas of excellence. The Special Awards for 2021 are:

The E-Commerce Excellence Award

for the best use of e-commerce platforms and features to further amplify brand objectives.

The Early Adopter Award

for the best example of a brand using a new innovation or emerging tech or platform.

The Long-Term Strategy Award

the best strategy designed to build a long-term brand platform, executed over a period of three years or more.

The Customer Journey Award

for the best example of a brand creating a compelling path to purchase.

The Research Excellence Award

for the best use of research in the development of strategic ideas.

The judges will nominate entries they think deserve to be considered for these Special Awards.

Insights & Inspiration

Cover of report
2021 Asian Strategy Report

Insights from the WARC Awards for Asian Strategy

Notepad and pen
Entry Kit

More about the Awards and its categories, and the Terms & Conditions

Strategists
Getting to know Asia's young strategists

See our interviews with Asia's up-and-coming strategist

Focus on one lightbulb among many
10 Year Retrospective

Recollections and reflections through the lens of past winners, judges and members of the WARC team

Previous winners

Project AgroBanking

There were 18 winning case studies in the 2020 competition, with UCash & Shwapno: Project AgroBanking, through Grey Bangladesh, taking the Grand Prix.

United Commercial Bank used video, on-ground activity and OOH to launch a platform that enabled farmers in Bangladesh to sell excess produce at a fair rate to retail chain Shwapno.

AgroBanking reached more than 100 locations and 122,000 new bank accounts were opened.

Contact

Chiara Manco

Chiara Manco
Commissioning Editor, Case Studies
warcawardsasia@warc.com