Campaigns for Axe in Argentina, Interac in Canada and US, 5 Gum in China, Pepsi Max in Australia and ŠKODA in the United Kingdom are among the 21 shortlisted case studies in the Effective Use of Partnerships & Sponsorships category of this year’s WARC Media Awards.

The WARC Media Awards scheme recognises communications planning which has made a positive impact on business results and examines the insight, strategy and analytics that power effective media investment.

The Effective Use of Partnerships & Sponsorships category, currently being judged by a panel of media planning professionals chaired by Unilever’s Carrie Timms, Vice President of Global Media, looks for how collaborations with third parties, including native advertising and sponsorships, have helped brands meet business goals.

The shortlist is made up of a cross-section of categories, including automotive, soft drinks, FMCG and personal care. The Asia-Pacific region leads with 14 shortlisted papers, followed by the Americas with four and EMEA with three.

A full list of the shortlisted papers can be seen on the Awards website.

The shortlist for the Effective Use of Partnerships & Sponsorships category is the final category to be announced; the shortlisted papers for the Effective Use of Tech, Best Use of Data and Effective Channel Integration categories are also available to view on

The winners will be announced early next year with the top winning campaigns sharing a total prize fund of $40,000. 

Sourced from WARC