WARC has released all the shortlists of the WARC Awards 2019, an international case-study competition seeking next-generation marketing effectiveness.
A total of 82 campaigns from a wide range of markets, categories and brands have been shortlisted across four categories, each judged by its own high-calibre jury. Totally 14 Campaigns from Indian agencies featured in the shortlist that includes 3 campaigns in Branded Content, One in Social Strategy, 6 campaigns in Brand Purpose and 4 in Innovation Category. Out of 14 shortlists 7 were from DDB Mudra and 6 from McCann Worldgroup.
Effective Content Strategy
There were 21 papers that have been shortlisted for the WARC Awards’ Effective Content Strategy category, rewarding branded content strategies that can demonstrate a business outcome, it includes Eight shortlisted papers from Asia, seven from the Middle East and North Africa, with the remainder coming from Europe and North America.The 16-strong juryis chaired by Namita Mediratta, Global CMI Director, Content Centre of Excellence, Unilever.
Effective Innovation category
The Effective Innovation category, recognising innovative thinking that delivers tangible results also witnessed 21 shortlists that are Judged by a panel of 15 chaired by Dan Burdett, Chief Marketing Innovation Officer EMEA, eBay, other shortlisted papers are from Argentina, Australia, Colombia, Finland, India, Malaysia, New Zealand, Saudi Arabia, Turkey, the United Arab Emirates and the UK.
Among agencies, McCann WorldGroup India leads the shortlist with a total of four entries; FP7 McCann has three entries from separate offices in Istanbul, Riyadh and Dubai. Countries with the most shortlisted entries are the UK with four, and India with three.
Effective Social Strategy category
The Effective Social Strategy category which links social strategy to business success had 20 shortlisted campaigns from ajury of 13, chaired by Christine Xu, Vice President, Chief Marketing Officer, McDonald’s China. Shortlisted campaigns from around the world with the Middle East being especially well represented with six papers from Lebanon, Saudi Arabia, and the United Arab Emirates; there are also papers from Belgium, India, Singapore, Taiwan and the UK.
Effective Use of Brand Purpose
The Effective Use of Brand Purpose category, recognising marketing initiatives that have successfully embraced a brand purpose and achieved commercial success and benefited a wider community. This category judged by a panel of 15, chaired by Fernando Machado, Global CMO, Burger King witnessed 20 shortlisted campaigns.
Asia leads the way with ten papers, including six from India as well as contributions from Indonesia, Malaysia and Vietnam. There are seven papers from the Middle East(three covering the region generally, as well four from specific markets in the UAE, Saudi Arabia and Egypt). There are also papers from Norway and the UK.
The winners will start to be announced in late May and June. There is a $40,000 prize fund for the top winning papers, spread across the four categories.
The following are the list of Shortlisted Campaigns from India:
Content:
The Wedding Home, Big Bazaar by DDB Mudra Group
Suede Gully, Puma by DDB Mudra Group, Mumbai
How pads bridged the gap from periods to progress, J&J Stayfree by DDB Mudra Group
Social strategy:
Learning the real language of trust, Johnson’s Baby by DDB Mudra Group
Brand Purpose:
The Adaptive Data Lighthouse, HUL Lifebuoy by Mindshare
Take Back Your Time, J&J Stayfree by DDB Mudra Group
Project Free Period, J&J Stayfree by DDB Mudra Group
Pink Power, K Raheja Corp – Inorbit Mall by DDB Mudra Group
Making the Invisible Visible, RB Dettol by McCann Worldgroup India
India’s Newest Matchmaker, Harpic by McCann Worldgroup India
Innovative Thinking:
India’s Digital Locker, Paytm Gold by McCann Worldgroup India
Noon Assembly, Kwality Dairy by McCann Worldgroup India
The world’s longest drive-through furniture catalog, IKEA by McCann Worldgroup India
From the Incredible in India to the Incredible in You, The Ministry of Tourism – Govt of India by McCann Worldgroup India
