WARC Prize for Asian Strategy

Welcome to WARC’s search for the best strategic thinking from Asia’s marketing industry.

About

The WARC Prize for Asian Strategy is closed for entries.

Since its launch in 2011, the Prize has showcased Asia’s smartest marketing thinking, highlighting breakthrough ideas from across the region. Now in its tenth year, the Prize remains free to enter and is open to clients and agencies in any marketing discipline.

Prize structure

The total Prize fund stands at $10,000: there will be a Grand Prix of $5,000 awarded to the best paper, plus five $1,000 Special Awards recognising specific areas of excellence. The Special Awards for 2020 are:

The Category Disruptor Award

for the best example of a brand that has successfully broken with category conventions.

The Early Adopter Award

for the best example of a brand using a new innovation or emerging tech or platform.

The Long-Term Strategy Award

the best strategy designed to build a long-term brand platform, executed over a period of three years or more.

The Customer Journey Award

for the best example of a brand creating a compelling path to purchase.

The Research Excellence Award

for the best use of research in the development of strategic ideas.

The judges will nominate entries they think deserve to be considered for these Awards.

Grand Prix

Queue for UCB Agro Banking

Project AgroBanking

Category Disruptor Special Award
Brand
UCash & Shwapno
Agency
Grey Bangladesh
Advertiser
United Commercial Bank Ltd. & Shwapno
Market
Bangladesh

United Commercial Bank used video, on-ground activity and OOH to launch a platform that enabled farmers in Bangladesh to sell excess produce at a fair rate to retail chain Shwapno.

UCB set up collection points where farmers could bring produce and have the equivalent value put directly into a UCB account, and publicised the scheme with poster and megaphone announcements and social media content.

AgroBanking reached more than 100 locations and 122,000 new bank accounts were opened.

Gold

Find your unbeaten path

Find Your Unbeaten Path

Customer Journey Special Award
Brand
Lexus
Agency
TBWA\Hong Kong
Advertiser
Inchcape
Market
Hong Kong

Lexus ran a data-driven campaign for its UX crossover SUV that used personalised test drives to engage adventurous urbanites in Hong Kong.

Young Indian people dancing, with two men holding hands and draped in a rainbow banner

Out & Proud – India Comes Out of The Closet

Brand
Times of India
Agency
FCB India
Advertiser
Bennett Coleman & Co. Ltd.
Market
India

The Times of India newspaper sparked a nationwide movement to normalise LGBTQ rights with a special Out and Proud classifieds section in India.

Coke2Home

Coke2Home

Research Excellence Special Award
Brand
Coca-Cola
Agency
McCann Worldgroup
Advertiser
The Coca-Cola Company
Market
India

Coca-Cola used a home delivery service in a behaviour-changing sponsorship campaign for the ICC World Cup in India.

Smartphone screen showing a message, 'DIDI HAPPY TO HAVE YOU IN MY LIFE' and in braille

Good Vibes

Early Adopter Special Award
Brand
Samsung India
Agency
Cheil India
Advertiser
Samsung India
Market
India

Samsung created an app to enable two-way communication between the deafblind and their caregivers and launched it in India using a digital campaign supported by cause advocates.

Two Chelsea FC players celebrating with caption 'Chelsea only won 2-0 against Tottenham in 18/19'

Only True Fans Get It

Brand
Singtel
Agency
BBH Asia Pacific
Advertiser
Singtel
Market
Singapore

Telco Singtel took to social media trolling to boost uptake of its services in Singapore.

Silver

Bronze

Shortlist

2020 Judges

An eminent judging panel of client- and agency-side experts, chaired by Siew Ting Foo, Vice President & Global Head of Marketing Strategy & Planning, Print Category, HP, will be reading the entries.

Siew-ting-foo Divya-anand Diana-boo Remona-duquesne Judith-field T-gangadhar Mark-hadfield Chris-iki Anil-k-nair Siddhant-lahiri Winnie-lee Terence-ling Richard-mccabe Dave-mccaughan Denise-ng Christina-peyton Austin-powers Ekta-relan Ruchi-sharma Anamika-sirohi Navin-talreja Mans-tesch Karen-thong Kaori-yatsu Alex-zhang
In these challenging times, strategy has never been more important. Having the insight and the ability to simplify the complex is key to marketing effectiveness and the WARC Prize for Asian Strategy showcases this. Asia as a region is an amalgamation of multiple cultures and talent and is a great breeding ground for effective strategies that can inspire others globally.
Siew Ting Foo

Siew Ting Foo, Chair of the judging panel, 2020 WARC Prize for Asian Strategy
Vice President and Global Head of Marketing Strategy and Planning, Print Category, HP

Insights & Inspiration

Cover of report, with farmer holding AgroBanking leaflet
Asian Strategy Report 2020

Lessons from the WARC Prize for Asian Strategy

Notepad and pen
Entry Kit

More about the Awards and its categories, and the Terms & Conditions

Focus on one lightbulb among many
10 Year Retrospective

Recollections and reflections through the lens of past winners, judges and members of the WARC team

UN Women: Bridal Uniform

Eighteen case studies won at the 2019 competition, with UN Women's Bridal Uniform, through BBDO Pakistan, taking one of the Gold awards.

The United Nations' entity dedicated to gender equality achieved social and political change around the issue of child marriage in Pakistan.