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This category will reward branded content strategies that can demonstrate a business outcome.
The judges will be looking for evidence of how a content strategy – as opposed to a traditional advertising strategy – has helped a brand achieve business goals.
According to the Content Marketing Association, “Content is about sustained attention, gaining your audience’s trust by drawing them into your brand’s community for a desirable amount of time.”
While ‘content’ can be defined in many different ways, for these Awards, WARC is seeking editorial-style content (including audio, video, text and imagery), commissioned by a brand and designed to win attention. This might include short-form social video, long-form video, native advertising, brand-funded TV shows or content-based activations of sponsorship deals.
A judging panel of industry experts, chaired by Ash Tailor, Global Brand & Marketing Director, LEGOLAND, will be reading the entries.
The Long-Term Idea Award – for a content strategy that has delivered sustained success for a brand.
Best Multiplatform Award – for a content strategy that has successfully used a range of different comms channels.
Smart Spender Award – for a content strategy that was effective on a budget of $500K or less.
This category links social strategy to business success.
Judges will be looking for campaign strategies that relied on the benefits of particular social platforms – or a combination of platforms – to fulfil particular business objectives.
They will also be looking for marketing programmes that aren’t part of a broader marketing initiative – and that have made a significant impact on brand performance or influenced consumer behaviour.
Campaigns in either earned or paid-for social channels, or a combination of the two, will be accepted.
Judges will also be keen to see campaigns that have effectively deployed engagement tools such as chatbots and live video.
A judging panel of industry experts, chaired by Lex Bradshaw-Zanger, Vice President, Chief Marketing Officer, L’Oréal UK & Ireland, Chief Digital Officer, We Like The World, will be reading the entries.
Path-to-Purchase Award – for a social strategy that successfully drove sales.
Smart Spender Award – for a social strategy that was effective on a budget of $500K or less.
Live Award – for the best real-time campaign that has helped the brand achieve a specific business result.
This category is for those marketing initiatives that have successfully embraced a brand purpose and achieved commercial success as well as a benefit for a wider community.
The judges will be looking for clear evidence of how a brand purpose has both achieved societal impact and met commercial goals.
In addition to this evidence, they will also want to see a direct relevance between purpose and brand and a commitment on the part of the brand to a particular purpose.
Please note: campaigns for charities or nonprofits will not be accepted in this category.
A judging panel of industry experts, chaired by Ivan Pollard, Senior Vice President, Global Chief Marketing Officer, General Mills, will be reading the entries.
Evaluation Award – for a brand purpose strategy that has gone the extra mile in measuring both commercial and societal impact.
Employee Engagement Award – rewarding a purpose-led strategy that is consistent both inside and outside an organisation.
Sustainability Award – for a brand that has replaced a strategy or business practice with a more sustainable alternative and can prove that it has contributed to long-term brand health.
This category recognises innovative thinking that has transformed a business to deliver tangible results.
The judges will be looking for innovative ways of using a particular platform, or category innovation.
Judges will be looking for how a brand collaborated effectively, or how a brand applied innovative thinking to reframe its business model.
The key for entrants is to explain why their ideas marked a break from the norm, and to link their innovations to business results.
A judging panel of industry experts, chaired by Jane Wakely, Lead Chief Marketing Officer, Mars & Mars Pet Nutrition, will be reading the entries.
Channel Innovation Award – for the best example of an innovative use of media.
Category Innovation Award – for the best example of a brand defying category norms or creating a new category.
Partnership Award – for the best collaboration that helped a brand rethink a solution to a business challenge.
The WARC Awards programme is a search for next-generation marketing effectiveness. Winning a WARC Award shows that you are developing and mastering new techniques to deliver business results for clients.
It will reward best-in-class Social Strategy, Content Strategy, Innovation and Brand Purpose initiatives through four categories:
The Awards are free to enter and open to entries from any country and communications discipline. There is a $40,000 prize fund for the winning papers, spread across the four categories, i.e. $10,000 per category.
The top entries will be awarded Gold, Silver and Bronze awards. The Grand Prix, for the best overall paper, will receive $7,000. We will also present three $1,000 Special Awards that recognise specific areas of excellence.
Talk and sense come to life with readable data and real results. This is what these awards are about.
Ivan Pollard – Global Chief Marketing Officer, General Mills, Chair of the Brand Purpose judging panel in the 2020 WARC Awards
Fourteen case studies won in the Effective Content Strategy category in the 2019 competition, with Plastic Oceans International, through AMV BBDO, taking the Grand Prix.
Plastic Oceans International put plastic pollution in our oceans on the global agenda by turning a country-sized patch of trash into the world's 196th nation.
40,906 people signed the petition and Trash Isles was made the topic of conversation for over 250 million people, driving a total media value of £1.5m.
Fifteen case studies won in the Effective Social Strategy category in the 2019 competition, with The United Nations, through WPP, Grey London, taking the Grand Prix.
The United Nations used social media to drive a global campaign that let the people of the world have their say on climate change at the COP24.
The campaign reached more than 1.3 billion people.
Thirteen case studies won in the Best Use of Brand Purpose category in the 2019 competition, with Babyshop, through FP7 McCann Dubai, taking the Grand Prix.
Baby retail brand Babyshop used a multichannel approach and created a new Arabic word to drive brand meaning, and sales, in the Middle East.
As a result, brand love for Babyshop among Arab mothers grew by 32%.
Thirteen case studies won in the Effective Innovation category in the 2019 competition, with National Safety Council, through Energy BBDO, taking the Grand Prix.
The National Safety Council raised awareness of prescription opioid overdose in the US with an innovative live experience.
The campaign attracted over 2 billion earned impressions, built recognition for the NSC and over 1 million Americans put 'Warn Me' labels on their insurance cards.
Lucy Aitken, Managing Editor – Case Studies
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