WARC Asian Strategy Prize receives 140 entries

Almost 140 examples of great marketing insight have been entered into the inaugural Warc Prize for Asian Strategy.

Indian brands and agencies were the leading source of entries, with more than 40 case studies either on or including Indian marketing. In total, the cases in the competition cover 14 Asian countries or territories. In terms of product sector, mobile is the best-represented in the Prize, which is said to reflect the rapid growth of mobile services across the region. More than 20 cases were built around mobile providers or handset brands.

The entries will now be processed and sent to a panel of 14 judges. The judges, comprising eight senior client marketers and six agency-side strategy experts, will be led by Prize chairman Miles Young, worldwide chief executive officer of Ogilvy & Mather.

Young, who in a video interview argued that good strategy was growing in importance in Asian marketing, commented, “140 entries is a stunning number, completely exceeding our expectations. It suggests that there is mood and a current which Warc is catching.”

After the judges have scored the entries, a list of finalists will be unveiled, before the $5,000 Prize is awarded to the author of the winning paper. All entries that meet the key information requirements will be published on Warc.com.

“The Prize entries really showcase the sophistication of Asian marketing,” said David Tiltman, Warc’s international editor. “As a collection of best practice, they will form a fantastic resource for marketers and agencies in the region, and should deliver some real insights into Asian consumers and Asian brands.”

Find out more about the Prize here. For any other prize-related queries please email [email protected].