Warc Prize for Asian Strategy sees 20% jump in entries

160 papers entered for Prize; India sends more entries than any other market

BestMediaInfo Bureau | Delhi | July 6, 2012

Brands and agencies across Asia have entered 160 case studies for the 2012 Warc Prize for Asian Strategy. It is a cash prize for the most insightful marketing strategy in the region.

The total marks an almost 20 per cent rise in the entry numbers over that for Warc Prize in 2011, its inaugural year.

Warc, a marketing intelligence service, is offering an expanded prize fund of $7,000. In addition to the main $5,000 Prize for the region's best strategy case study, Warc has introduced a $2,000 Prize to recognise the best example of low-budget strategy.

Charles Wigley, Chairman of BBH Asia-Pacific and the 2012 Prize Chairman, hailed the rise in entry numbers as a sign of the strength of Asia's marketing industry. “I think the significant growth in the number of entries is reflective of an increasingly strong and sophisticated business across the region,” he said.

Entries were submitted by brands and agencies in 13 markets around Asia. India was the single biggest source of entries, with 44 entries submitted from the market, followed by Singapore, the Philippines and China.

Entrants were asked to specify the media channels used in their cases. On average, the campaigns in the Prize used 7.5 channels each, a similar number to last year (7.9). Television was the most commonly used channel, having been used in 92 of the cases. Social media was not far behind, having been used in 83 cases.

Once the entries have been processed, they will be sent to the judges for scoring. Wigley will chair a judging panel of senior client-side marketers and strategy experts from around the world. The full judging line-up can be viewed on the Prize website.

Warc expects to announce the shortlist and then the finalists later in the summer, with the winners set to be revealed in September.

Info@BestMediaInfo.com

Info@BestMediaInfo.com