The WARC Prize for MENA Strategy is now closed.
Across MENA, new markets and new consumers are demanding new insights. This Prize will act as a spur to strategic thinkers across the region by generating a collection of work that will inspire them to create breakthrough thinking for their clients.
We also need to know that the strategy 'worked'. Although this is not an effectiveness competition, we want to reward strategic thinking that helps clients solve problems and provides a base for future growth. Entrants will be expected to show a link between their strategies and the results of the marketing activity.
As in all WARC’s award schemes, the Prize is free to enter and is open to clients and agencies in any marketing discipline. The deadline for entries is 5pm GMT Wednesday 29 April 2020.
Prize structure
The Prize fund stands at $10,000: there will be a Grand Prix of $7,000 awarded to the best paper, plus three $1,000 Special Awards that recognise specific areas of excellence:
- The Research Excellence Award for the best use of research in the development of strategic ideas.
- The Brand Rebel Award for the best example of a campaign departing from category norms.
- The Local Hero Award for the best example of a challenger brand from the MENA region using smart marketing strategy to take on bigger competitors.
The judges will nominate entries they think deserve to be considered for these Awards.
In an unrelenting fast-paced landscape, where change is the new norm, creativity alone doesn’t cut it. Today brands must harness the power of data without losing sight of consumer centricity.
Tarek El Kady, Senior Marketing Director, McDonald’s Middle East & Africa, Chair of the Judges, WARC Prize for MENA Strategy 2020
Why enter?
- Free to enter
- Your entry could earn you a share of the $10,000 prize fund
- Win recognition for strategic thinking that has driven results in the MENA region
- Grow your reputation – and your agency's – within the industry
- All winning entries will be published in the MENA Strategy Report, showcasing the region's smartest thinking.
- Open to subscribers and non-subscribers of WARC
How to enter
- Entries are now closed.
- Read the entry kit
- Download the entry form
Shortlist
Standard Chartered Bank (SCB): Art Gap
Agency TBWA\RAAD
Advertiser Standard Chartered
Market United Arab Emirates
Agencies Wunderman Thompson Tunis, Ahmini
Advertiser Tunisie Telecom
Market Tunisia
Burger King: Who said men don't cry?
Agency Wunderman Thompson KSA
Advertiser Burger King
Market Saudi Arabia
Agency Wunderman Thompson KSA
Advertiser Burger King
Market Saudi Arabia
Nissan Patrol: Conquer Everywhere
Agency TBWA\RAAD
Advertiser Nissan
Market Middle East & North Africa (general region)
Agency TBWA\RAAD
Advertiser Unilever
Market Lebanon
Agency TBWA\RAAD
Advertiser Yum!
Market Saudi Arabia
STC Tuby: What are we allowing?
Agency Wunderman Thompson KSA
Advertiser Saudi Telecom Company
Market Saudi Arabia
Agency FP7 McCann Dubai
Advertiser Seera Group
Market Saudi Arabia
Agency FP7 McCann Dubai
Advertiser Landmark Group
Market United Arab Emirates
Donner Sang Compter (DSC): Blood Unity
Agency FP7 McCann Dubai
Advertiser Donner Sang Compter (DSC)
Market Lebanon
Lighthouse Centre for Wellbeing: unspoken, uae
Agencies McCann Health Dubai, FP7 McCann Dubai
Advertiser Lighthouse Centre for Wellbeing
Market United Arab Emirates
Emirates NBD: Every Step Counts
Agency FP7 McCann Dubai
Advertiser Emirates NBD
Market United Arab Emirates
Emirates NBD: Inspire What's Next
Agency FP7 McCann Dubai
Advertiser Emirates NBD
Market United Arab Emirates
Agency FP7 McCann Dubai
Advertiser Arla Foods
Market Middle East & North Africa (general region)
Puck: Making meal-time fun time
Agency FP7 McCann Dubai
Advertiser Arla Foods
Market Saudi Arabia, United Arab Emirates
Beit Al Baraka: Making this place their home
Agencies FP7 McCann Beirut, FP7 McCann Dubai
Advertiser Beit Al Baraka
Market Lebanon
Agencies FP7 McCann Dubai, FP7 McCann Riyadh
Advertiser STC
Market Saudi Arabia
Jawwy: The Ramadan campaign that didn't launch during Ramadan
Agencies FP7 McCann Dubai, FP7 McCann Riyadh
Advertiser STC
Market Saudi Arabia
Etisalat Misr: Hekaya – Family Talk.
Agency FP7 McCann Cairo
Advertiser Etisalat Misr
Market Egypt
Judges
Special Awards
The Research Excellence Award – for the best use of research in the development of strategic ideas.
The Brand Rebel Award – for the best example of a campaign departing from category norms.
The Local Hero Award – for the best example of a challenger brand from the MENA region using smart marketing strategy to take on bigger competitors.
Sixteen case studies won at the 2019 competition, with Uber: Uber Legends, through FP7 McCann Dubai, taking the Grand Prix.
Uber increased rider loyalty and attracted new customers in the UAE by identifying insights about different riders by analysing trip data and converting them into branded content that celebrated the riders.
The campaign delivered a sales and revenue ROI of 2.7:1 and an ROI figure of 5.5:1 in terms of the value of exposure or coverage.