“It’s been an inspiring experience reviewing the partnership entries, and fantastic to see such a broad range from different sectors and with different business challenges,” said Jerry Daykin, Head of Global Digital Media Partnerships at Diageo and chair of the judging panel.
“Personally, it was great to see huge diligence in terms of the results, evaluation and learnings, as well as on delivering the upfront creative and approach.
“It has confirmed my belief that the best partnerships can benefit all the involved parties, and it feels like an approach to marketing that’s only going to become more important and relevant.”
EMEA campaigns dominate the shortlist, with a total of 12, including papers from the UK, Italy, Spain, Turkey and Kenya. The Americas contribute four, from the US and Brazil, while the remaining three originate from Asia Pacific, with papers from Australia, Japan and Pakistan.
A wide range of categories are covered, although alcohol and automotive brands together account for more than a third of the shortlist.
The WARC Media Awards are a comprehensive set of awards covering four categories, including the Effective Use of Partnerships & Sponsorships, 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 Awards 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 for all four categories have now been published and the winners will be announced in January.
Sourced from WARC