WARC Effectiveness Awards, in association with LIONS
A Global Marketing Effectiveness Benchmark like no other

About the new awards
We’ve reinvented the way effectiveness awards are judged.
The WARC Effectiveness Awards, in association with LIONS, are built and benchmarked on the consistent, global language of the Effectiveness Code and judged using the Creative Effectiveness Ladder.
Every shortlisted entry will receive feedback on how they’ve performed on the Ladder so that you can drive your business, and the industry, forward.
Our awards are global, open to all, the process to enter is straightforward and, for 2021, we’ve waived the entry fee, too.
The deadline for entries is 1 April. No extensions will be granted.
Each category will be judged by a high-calibre panel, including senior marketers from some of the world’s biggest brands and top agency professionals and specialists from around the globe.
For each category the juries will award Grand Prix, Gold Silver and Bronze accolades, as well as special awards honouring particular areas of excellence. The winners will be announced at Cannes Lions 2021.
For inspiration, please read The Effectiveness Code White Paper.
The Creative Effectiveness Ladder
A Masterclass in creative effectiveness
The Creative Effectiveness Ladder is a unique tool that offers a new shared language for the marketing industry.
It’s a way to identify the very best work and understand how to utilise strategy and creativity to drive specific marketing outcomes.
James Hurman Answers FAQs about the Creative Effectiveness Ladder
In this series, James Hurman unlocks each of the Ladder’s levels and shows us how to combine creativity with strategies for effectiveness.
Level 1 of the Creative Effectiveness Ladder
Learn how 'Influential Ideas' use creativity to maximise engagement and sharing, and over-achieve on campaign metrics and media efficiency.
Level 2 of the Creative Effectiveness Ladder
Getting consumers to behave the right way is a crucial precursor to driving sales up, and there’s a relatively reliable step-by-step process that marketers and agencies can use to set themselves up for behaviour change success.
Watch the latest instalment to find out how…
Level 3 of the Creative Effectiveness Ladder
Across the last decade, we’ve seen substantial growth in campaigns seeking to achieve short-term and temporary sales effects.
So, how can we use creativity to deliver promotions that engage consumers and deliver sustainable results?
Watch the latest instalment to find out how…
Level 4 of the Creative Effectiveness Ladder
Brand Builder campaigns use creativity to improve the fundamental measures of brand health.
In this episode with marketing expert James Hurman we hear how, if you want to build a brand, you should consider... not talking about the brand.
Level 5 of the Creative Effectiveness Ladder
Marketing trends come and go – but the power of storytelling doesn’t.
In this episode, James explains the creative strategies and winning behaviours behind ‘Commercial Triumph’ campaigns, and what just might be creative effectiveness’ best kept secret…
Level 6 of the Creative Effectiveness Ladder
In this episode, James gives his insight on how to create work that becomes defining, not only for its brand, but for marketing itself.
It's a Tide Ad by Saatchi & Saatchi
See how Saatchi & Saatchi made Tide the most loved brand of the 2018 Super Bowl (Influential Idea) and extended the campaign's effectiveness by letting consumers take part in the story (Commercial Triumph).
Old Spice by Wieden+Kennedy
Take a look behind the idea of Wieden+Kennedy's Super Bowl ad for Old Spice that encouraged women to choose the manly scent of Old Spice body wash for their man.
Tesco: Unforgettable bag by Grey Malaysia
Looks at Grey Malaysia's project for Tesco which saw its commitment to phasing out single-use plastic come to life with the Unforgettable bag campaign.
Key Dates 2021
Judges Announcement |
All judges will be announced |
Early February |
Call for Entries |
Entries will be accepted from |
15th Feb 2021 |
Deadline |
Enter your case study for the 2021 Awards |
1st April 2021 |
Award categories
Customer Experience
Jury will be announced in early February.
Collaboration & Culture
Jury will be announced in early February.
Sustained Growth
Jury will be announced in early February.
Instant Impact
Jury will be announced in early February.
Brand Purpose
Jury will be announced in early February.
Business-to-Business
Jury will be announced in early February.