Effective Content Strategy

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.


SNIFF: Clásico Dogs

Advertiser SNIFF
Market United Arab Emirates

Century 21: Relentless Moves

Agency MullenLowe U.S.
Advertiser Century 21
Market United States

Nuveen: Rerank the Rich

Agency MullenLowe U.S.
Advertiser Nuveen
Market United States

DB Export: I'm Drinking It For You

Agency Colenso BBDO
Advertiser DB Breweries
Market New Zealand

Northern Territory: Top End Wedding

Agency Atomic Media
Advertiser Tourism Northern Territory
Market Australia

Whitelion: Invest In Me

Agencies Ogilvy Australia, Wavemaker
Advertiser N/A - independant
Market Australia

Aurecon: Engineering Reimagined

Agency Aurecon in-house
Advertiser Aurecon Australasia Pty Ltd
Market Asia (general region), Australia, Middle East & North Africa (general region), New Zealand

ookyo: Gaming the telco ecosystem

Agency Kingdom Digital Solutions Malaysia
Advertiser Maxis Broadband Malaysia
Market Malaysia

Mastercard: Cash is no more king in India

Agency McCann Worldgroup
Advertiser Mastercard
Market India

Neutrogena: A moisturizer for those who never stop

Agency UM
Advertiser Johnson & Johnson
Market Argentina

OldTown White Coffee: Anything is Pause-able

Agencies ensemble worldwide, Initiative
Advertiser Jacobs Douwe Egberts
Market Malaysia

du: It's Good To Be Home

Advertiser du Telecommunications
Market United Arab Emirates

WHSmith: Pop Up Books

Agency FP7 McCann Dubai
Advertiser WHSmith
Market United Arab Emirates

Puck: Making mealtime fun time

Agency FP7 McCann Dubai
Advertiser Arla Foods
Market Saudi Arabia, United Arab Emirates

Al Tayer Motors: Unseen Potential

Agency FP7 McCann Dubai
Advertiser Al Tayer Motors
Market United Arab Emirates

Emirates NBD: Inspire What's Next

Agency FP7 McCann Dubai
Advertiser Emirates NBD
Market United Arab Emirates

The Times of India: Lost Votes

Agency Bennett Coleman & Co. Ltd.
Advertiser Bennett Coleman & Co. Ltd. (The Times Group)
Market India

Nike: Next%

Agency Mindshare China
Advertiser Nike
Market China

The Open University: The Open Diaries

Agency RAPP
Advertiser The Open University
Market United Kingdom

K-Y: The Pleasure is Mine

Agencies Havas New York, Havas Formula
Advertiser Reckitt Benckiser
Market United States

McDonald's: Chinese New Year Transfiguration

Agency BBDO China
Advertiser McDonald's China
Market China


A judging panel of industry experts, chaired by Ash Tailor, Global Brand & Marketing Director, LEGOLAND, will be reading the entries.

Special Awards

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.


Lucy Aitken

Lucy Aitken, Managing Editor – Case Studies
+44 (0) 20 7467 8154

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