Fernando Machado, Global CMO of Burger King will chair the judging panel for the Effective Use of Brand Purpose category in the 2019 WARC Awards, a global search for next-generation marketing effectiveness.

The Effective Use of Brand Purpose category will reward marketing initiatives that have successfully embraced a brand purpose and achieved commercial success as well as a benefit for a wider community.

Entry is free and papers submitted as effectiveness case studies are welcomed from any market or discipline. More information and details about how to enter can be found on the WARC Awards site.

Commenting on the awards, Machado said, “having a purpose that goes beyond the products and services a brand offers can be good for business and for society in general. Brands can play a bigger role today than ever before. And people are starting to expect and reward brands that act that way”.

Machado will be joined by:

  • Jane Asscher – CEO and Founding Partner, 23red
  • Damian Bazadona – President and Founder, Situation
  • John Clark – Planning Director, Coley Porter Bell
  • Simon Cotterrell – Head of Strategy, Interbrand
  • Nazia du Bois – Founder, Ricebowl Strategy
  • Katya Farrin Brocks – Marketing and Communications Strategist
  • Carol Garbutt – Client Director, OxfordSM
  • James Hidden – Managing Director, Ogilvy & Mather Chicago
  • Dan Izbicki – Founder, Ethos
  • Vijay Raj – Vice President, CMI, Unilever Asia, Research Innovation
  • Ric Navarro – Director, Marketing and Communications, Norman Disney & Young
  • Andrew Wilson – Executive Director, Purpose at Edelman
Full details of all the judges can be seen on the WARC Awards site.

In addition to the Grand Prix, which will win $7,000, judges will also grant three $1,000 Special Awards: the Evaluation Award, for a brand purpose strategy that has gone the extra mile in measuring both commercial and societal impact; the Employee Engagement Award, rewarding a brand purpose-led strategy that is consistent both inside and outside an organisation; and the Smart Spender Award, for a purpose-led strategy that was effective on a budget of $500K or less.

The closing date for entries is 19 February 2019.

For inspiration, read a sample of WARC's 2018 Brand Purpose report. Subscribers can read the full version here.

Sourced from WARC