WARC Prize for MENA Strategy

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.

About

The WARC Prize for MENA Strategy is now closed.

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 was 5pm GMT Wednesday 29 April 2020.

Prize structure

The Prize will follow a Grand Prix / Gold / Silver / Bronze system. The jury will also nominate winners of the Special Awards that recognise specific areas of excellence:

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.

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

Grand Prix

Woman walking in rural area while talking on a mobile phone

The Uncovered

Brand
Ahmini
Agency
Wunderman Thompson Tunis, Ahmini
Advertiser
Tunisie Telecom
Market
Tunisia

Tunisie Telecom harnessed the power of mobile to help bring about social change in Tunisia.

It used its (literally) direct line to them to offer social coverage via their phones, putting right in their hands a simplified way to claim the social security benefits to which they are entitled.

After six weeks, the number registered had grown by 18%, giving 10,000 more women security for life.

Gold

Art Gap

Art Gap

Brand
Standard Chartered Bank (SCB)
Agency
TBWA\RAAD
Advertiser
Standard Chartered
Market
United Arab Emirates

Standard Chartered Bank used a social media approach backed by an art exhibition to raise awareness of the gender pay gap and the bank's commitment to gender equality in the United Arab Emirates.

Launching Local Chicken

Launching Local Chicken

Brand Rebel Special Award
Brand
KFC
Agency
TBWA\RAAD
Advertiser
Yum!
Market
Saudi Arabia

KFC used a TV, social media and outdoor campaign to publicise its use of fresh Saudi chicken in order to appeal to national pride and boost sales in Saudi Arabia.

The Fair Telco Company

The Fair Telco Company

Local Hero Special Award
Brand
Jawwy
Agencies
FP7 McCann Dubai, FP7 McCann Riyadh
Advertiser
STC
Market
Saudi Arabia

Jawwy used entertaining video content to resonate with Saudi youth, driving short-term sales and long-term brand building.

Silver

Bronze

Shortlist

2020 Judges

A judging panel of industry experts, chaired by Tarek El Kady, Senior Marketing Director, McDonald’s Middle East & Africa, read the entries.

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

Tarek El Kady, Chair of the Judges, WARC Prize for MENA Strategy 2020
Senior Marketing Director, McDonald’s Middle East & Africa

Insights & Inspiration

Report image
MENA Strategy Report 2020

Insights from the WARC Prize for MENA Strategy 2020

Notepad and pen
Entry Kit

More about the Awards and the Terms & Conditions

Previous winners

Haya

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.