The WARC Awards – Effective Content Strategy shortlist released: 6 Asian entries make the cut
The second of three shortlists of The WARC Awards, a new global competition honouring the effective use of emerging marketing disciplines, is now released.
20 entries from around the world have made the shortlist for the Effective Content Strategy category, which rewards branded content strategies that can demonstrate a business outcome.
6 entries have made the cut from Asia, Ogilvy Public Relations/J. Walter Thompson Indonesia, McCann Worldgroup, MRM//McCann Shanghai, Ensemble Worldwide (with shortlists)/UM Malaysia and DDB Murdra India (with two shortlists).
Chaired by Alison Keith, Vice President – Global Media of Coty, the 16-strong international jury panel of senior industry professionals looked for evidence of how a content strategy – as opposed to a traditional advertising strategy – has helped a brand achieve business goals.
While ‘content’ can be defined in many different ways, for these Awards, WARC seeked editorial-style content (including audio, video, text and imagery), commissioned by a brand and designed to win attention.
The shortlisted entries are:
adidas Football · Gamedayplus: the benefits of building an audience · We Are Social · United Kingdom
Bukalapak · Creative Economy Heroes · Ogilvy Public Relations, J. Walter Thompson · Indonesia
Cathay Pacific & Cathay Dragon · Marriage in the Air · McCann Worldgroup, MRM // McCann Shanghai · China
Chambord · This French Life · Mediavest · United Kingdom
Charles Schwab Financial Services · The Person Who Changed My Life · UM · United States
Du · #PostWisely · Starcom · United Arab Emirates
Ford Edge · Le Fantôme · GTB · United Kingdom
KFC Malaysia · Stealing a burger-march on McDonald’s using real-time data · Ensemble Worldwide / UM · Malaysia
Knorr · Love At First Taste · MullenLowe London, MullenLowe US · United Kingdom & United States
Lenovo · Think Progress · King Content · United Kingdom
L’Oréal Paris Revitalift Laser X3 · Laser or L’Oréal · McCann Melbourne · Australia
Marriott Hotels · Becoming the Story · MEC · United Kingdom
Maurice Blackburn Lawyers · Your Right Is My Right · One Green Bean · Australia
Maxis · Reaching Malaysia SME owners · Ensemble Worldwide · Malaysia
McDowell’s No.1 Soda Trademark · Unleashing the disruptive power of a promise · DDB Murdra · India
Melbourne International Film Festival · How selling future memories broke historic records · McCann Melbourne · Australia
MS Limited Australia · This Bike Has MS · whiteGrey · Australia
SmartLife · Project Akshar (Alphabets) · FP7 Dubai · United Arab Emirates
Space · Field Trip to Mars · McCann New York · United States
Volkswagen · From anything but a Volkswagen to nothing but a Volkswagen · DDB Mudra · India
The Best Use of Brand Purpose shortlist will be announced shortly, whilst the Social Strategy shortlist has already been released.
More information on the WARC Awards can be found here.