“The entries this year demonstrated a democratisation of how data is being used – confirming that we are now marketing in a world driven by data,” said Nicole Kane, Director, Global Media at McDonald's Corporation, and chair of the judging panel.
“The shortlisted papers range from practical applications that are simple and smart to creative, innovative usages of real-time data” she added. “Regardless of how you are using data today, this collection will inspire new thinking.”
Examples of how data is being used come from a wide variety of sectors, from FMCG to financial services, restaurants to telecoms.
Europe and Asia-Pacific dominate the shortlist, with eight papers from the former and seven from the latter; the US supplies two and the Middle East and Africa three.
The WARC Media Awards are a comprehensive set of awards covering four categories, including the Effective Use of Data, with a total prize fund of $40,000 to reward pioneering communications planning which has made a positive impact on business results for brands around the world.
A full list of the shortlisted papers can be seen on the Prize website.
Gold, Silver and Bronze winners for the highest-scoring cases will be awarded across the four categories with a $7,000 Grand Prix for the best paper. Judges will also grant three $1,000 Special Awards in each category.
Shortlists have now been announced for three categories, and that for the final one, Effective Use of Sponsorships & Partnerships, will be revealed next week.
Sourced from WARC