A total of 30 campaigns representing a wide range of brands and categories from nine markets have been shortlisted for this year’s WARC Prize for Asian Strategy, a search for the smartest strategic ideas from Asia’s marketing industry.
Indian agencies lead the way with the most campaigns shortlisted (11), followed by China (6), Malaysia (3), Singapore (3), Indonesia (2), Pakistan (2), Hong Kong (1), Philippines (1) and Taiwan (1).
Out of 11 campaigns shortlisted from India,DDB Mudra Group India tops the charts with 4 shortlists followed by McCann Worldgroup India with 3 shortlists. Other agencies Rediffusion India, Famous Innovations, Ogilvy India and TBWA\ India got each one shortlisted in WARC Prize for Asian Strategy 2019.
A variety of categories are represented, including automotive, finance, FMCG and travel, with international brands, such as Guinness, IKEA, KFC and Nike, as well as local brands, including Berger Paints, Income insurance and Kwality Dairy making the shortlist.
Shortlist from Indian Agencies:
1 Tata Ace Mega XL: Keep Loading – Rediffusion India
2 Baggit: Asking Indian men to shut up – Famous Innovations
3 Bill & Melinda Gates Foundation: When family planning had a better plan – McCann Worldgroup India
4 Stayfree: Project Free Period – DDB Mudra Group India
5 Stayfree: Take Back Your Time– DDB Mudra Group India
6Inorbit Mall: Pink Power – DDB Mudra Group India
7 Puma: Suede Gully – DDB Mudra Group India
8 Castrol CRB: Truck Aasana – Ogilvy India
9 AshaEk Hope: Blink to Speak – TBWA\ India
10 IKEA: The longest drive-through furniture catalogue – McCann Worldgroup India
11 KwalityDairy: Noon Assembly – McCann Worldgroup India
Commenting on the shortlist results, chair of the judging panel, Frederique Covington, Senior Vice President, Head of Marketing and Cross Border, Asia Pacific, Visa, said: “This year’s shortlist shows how a range of brands across the region are using innovative strategies to respond to demanding business briefs and stay competitive. They provide marketers working in the region with a wealth of insights, learnings and inspiration.”
The WARC Prize for Asian Strategy, now in its ninth year, is currently being judged by an eminent panel of 25 client- and agency-side experts. Free to enter, the winners of the top award-winning papers will share a US$10,000 prize fund.
The winners will be announced in early November with the winning case studies being published in WARC’s Asian Strategy Report, which will include trends and themes following an analysis of the region’s best strategic campaigns. The findings included in the report will be revealed at an event in Singapore later in the year.
More information on the WARC Prize for Asian Strategy 2019 shortlist can be found here.