38 papers from across Asia shortlisted for $10,000 Prize fund
India is leading with 17 shortlisted papers
A total of 38 case studies have been shortlisted for the 2013 Warc Prize for Asian Strategy, the cash prize for the most insightful marketing strategy in the region.
Warc, the marketing intelligence service, will award the $5,000 Grand Prix to the region’s best strategy case study, plus five further Special Awards of $1,000 each. Now in its third year, the Prize received more than 140 entries in 2013.
Shortlisted entries came from 10 different markets around Asia, and from a mix of major networks and local independents. For the third year running, India supplied the largest number of shortlisted entries (17), well ahead of China (5) and Malaysia (4).
The judging panel of senior client-side marketers and agency-side strategy experts is currently deciding which entries will be awarded Gold, Silver and Bronze awards, and which will take home the cash prizes. Their picks will be announced at an event in Singapore on 26th September. “We were particularly impressed with the number of entries that challenged category norms and behaviour, and found creative solutions that were breathtakingly simple yet amazingly effective,” said Leanne Cutts, President & Managing Director Japan at Mondelez International and the 2013 chair of judges. “Finally, we were reminded once again that budget is no prediction of the quality of strategy thinking, creative idea or effectiveness in the real world.”
Entrants were asked to specify the media channels used in their cases. On average, the shortlisted campaigns used 8.4 channels each, higher than the average of 7.4 used across all entries. For the first time in the competition, social media was the most-used media channel, ahead of television. Across the shortlist, 74% of campaigns used social media, ahead of 61% who used television. Across all entries the figures were 57% social media and 53% television.
The full shortlist can be viewed on the Prize website, http://www.warc.com/asiaprize.
Further details, including the full judging panel, can also be found there.
Warc subscribers can view the shortlisted papers via the Prize site, http://www.warc.com/asiaprize