The WARC Prize for MENA Strategy is open for entries.
Across MENA, new markets and new consumers are demanding new insights. This Prize will act as a spur to strategic thinkers across the region by generating a collection of work that will inspire them to create breakthrough thinking for their clients.
We also need to know that the strategy 'worked'. Although this is not an effectiveness competition, we want to reward strategic thinking that helps clients solve problems and provides a base for future growth. Entrants will be expected to show a link between their strategies and the results of the marketing activity.
As in all WARC’s award schemes, the Prize is free to enter and is open to clients and agencies in any marketing discipline. The deadline for entries is 5pm GMT Wednesday 29 April 2020.
The Prize fund stands at $10,000: there will be a Grand Prix of $7,000 awarded to the best paper, plus three $1,000 Special Awards that recognise specific areas of excellence:
The judges will nominate entries they think deserve to be considered for these Awards.
In an unrelenting fast-paced landscape, where change is the new norm, creativity alone doesn’t cut it. Today brands must harness the power of data without losing sight of consumer centricity.
Tarek El Kady, Senior Marketing Director, McDonald’s Middle East & Africa, Chair of the Judges, WARC Prize for MENA Strategy 2020
The Research Excellence Award – for the best use of research in the development of strategic ideas.
The Brand Rebel Award – for the best example of a campaign departing from category norms.
The Local Hero Award – for the best example of a challenger brand from the MENA region using smart marketing strategy to take on bigger competitors.
Sixteen case studies won at the 2019 competition, with Uber: Uber Legends, through FP7 McCann Dubai, taking the Grand Prix.
Uber increased rider loyalty and attracted new customers in the UAE by identifying insights about different riders by analysing trip data and converting them into branded content that celebrated the riders.
The campaign delivered a sales and revenue ROI of 2.7:1 and an ROI figure of 5.5:1 in terms of the value of exposure or coverage.
Lucy Aitken, Managing Editor – Case Studies
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