LONDON: Senior executives from Target and Microsoft as well as from tech-inspired businesses like Blippar and Waze are joining the judging panel for the Effective Use of Tech category in the WARC Media Awards, announced today.

The WARC Media Awards are a comprehensive set of awards with a $40,000 Prize fund that rewards pioneering communications planning which has made a positive impact on business results for brands around the world.

Kristi Argyilan, Senior Vice President, Media and Guest Engagement at Target, will be chairing the judging panel for the Effective Use of Tech category. Joining her from the client-side is Heather Bresnahan, Director, International Media at Microsoft, while those from tech businesses include Jonas De Cooman, Co-CEO and CMO at Appiness, Omaid Hiwaizi, Global Head of Brand Experience at Blippar, and Julie Anne Mossler, Head of Brand and Global Marketing at Waze.

From the agency-side, judges include Paul Dalton, Chief Media Officer, International, DigitasLBi, Ete Davies, Managing Director at AnalogFolk, Jose Gutierrez Cuellar, Global Head of Client Technology at Havas Media, Jason Lonsdale, Chief Strategy Officer at Mekanism, Tom Morton, Head of Strategy, R/GA US, Tamara Sword, Founding Director, TRM&C Ltd and Daan van Rossum, ‎Regional Strategy & Innovation Director at Ogilvy & Mather.

Full biographies of all judges can be read on the Awards website.

Entry to the Awards is free and papers submitted as effectiveness case studies are welcomed from any territory or discipline. Further details, including entry kit and entry form, can be found on the WARC Media Awards website. The deadline for entries is 19 September. There are four categories: Effective Use of Tech, Best Use of Data, Effective Channel Integration and Effective Use of Partnerships and Sponsorships.

Potential entrants can also learn from WARC's Media Casebook 2017: Insights from the WARC Media Awards, which distils the views of judges from last year's Awards and offers advice on crafting a great case study.

In 2016, tech judges were annoyed by the gimmicky use of technology, a stance echoed by Paul Dalton, a judge on this year’s panel. “Technology needs to be in the service of the customer,” he says. “Tech for tech’s sake looks impressive but if it doesn’t actually benefit the customer in any way, what’s the point? It needs to align well with the brand idea and the brand focus.”

Read more from Paul Dalton in his interview with WARC, published today: I grew up in media using bad data.

Data sourced from WARC