Warc 2013 calls for entries

Warc, the marketing intelligence service, recognises Asia's best strategy case study. For the upcoming edition, the last date for submission of entries is June, 14.

The Warc Prize for the best Asian strategy returns for its third year. Brand owners and agencies can participate in the awards by submitting a detailed case study of a marketing strategy that has helped a brand.

The award recognises great strategic thinking - the ability to turn insight into breakthrough marketing ideas that transform brands. This year, the marketing intelligence service has increased the prize fund to a total of US$10,000, about $3,000 more than last year's amount. In 2011, the amount was $5,000.

This time, in addition to the $5,000 Grand Prix for Asia's best strategy case study, Warc has introduced five $1,000 Special Awards for brands and agencies responding to Asia's biggest strategic challenges.

Leanne Cutts, vice-president, marketing, Mondelez International, Asia Pacific, will chair a judging panel of senior marketers and strategy experts from around the world.

Out of the total six judges announced till now, three are Indian brand experts, including B V Pradeep, VP, consumer and market insight for D&E markets, Unilever; Ajay Kakar, chief marketing officer, financial services, Aditya Birla Group; and Rohini Miglani, director, brand building integrated communication, P&G Asia.

The other judges announced so far are James Thompson, chief marketing officer, Diageo Asia Pacific and Martin Weigel, head, planning, Weiden + Kennedy Amsterdam.

In addition to the regular prizes, 2013 entrants will also compete for five special awards, and the winners will each receive $1,000 cash prize (separate entries are not required). These awards will be for strategic challenges. The new categories are The Market Pioneer Award for the best example of a brand creating a category or targeting a new market; The Cultural Connection Award for the best example of a brand building its strategy around a cultural insight specific to Asia; The Channel Insight Award for the best example of a brand building its strategy around new understanding of media consumption and other 'touchpoint behaviour' in Asia; The Local Hero Award for the best example of a challenger Asian brand using smart marketing strategy to take on bigger competitors; and The Asia First Award for the best example of insight or innovation that the rest of the world can learn from.

In addition to these, Warc will adopt a gold/silver/bronze award structure to recognise entries that score highly with the judges.

The deadline for submission of entries is June, 14, and the winner will be announced in September.

Interestingly, five out of 16 winners of Warc 2012 were Indian entrants. Also, 27 per cent of the total entries were from India. In Warc 2011, three out of the total 10 finalists were Indian entries.