Clarity of a differentiated message driving a brand’s strategic advantage will be the key to winning the Warc Prize for Asian Strategy

27 March 2014

SINGAPORE: On 27 March 2014, Warc launched the 2014 Warc Prize for Asian Strategy, with a $10,000 Prize fund for the best strategy case studies from the region.

Freddy Bharucha, CMO, Procter & Gamble Asia, will chair a judging panel of senior client-side marketers and strategy experts from around the world. Other judges will be announced shortly.

The Prize, now in its fourth year, remains free to enter and is open to brand owners and agencies in any discipline. Entrants must submit a case study detailing an example of strategic marketing thinking, and the impact of that strategy. Further details can be found on the Prize website.

"When a strong strategy is brilliantly executed, it translates to immediate share results," said Bharucha.

"Strategy is all about creating competitive advantage through intentional choices," he continued, advising entrants: "We will be looking for a clearly differentiated message that drives the brand's strategic advantage and competitive edge in the minds of the chosen consumer tribe."

Warc will present Gold, Silver and Bronze awards for the best strategy case studies, plus a $5,000 Grand Prix.

There will also be five $1,000 Special Awards for cases excelling in specific areas. These include a new Research Excellence Award for smart use of research.

Other Special Awards include the Market Pioneer Award for creating a new category or market, the Channel Insight Award for a strategy built around a new understanding of media consumption, the Local Hero Award for a challenger Asian brand taking on larger competitors, and the Asia First Award for an insight or innovation that the rest of the world can learn from.

The deadline for entries is 13 June 2014, and the winner will be announced in September. All cases that win an award will be showcased in the Asia Strategy Report, a study of smart strategic thinking in the region published after the competition has ended.

"After three successful years, the Prize has established itself as the leading showcase of Asia's breakthrough strategies," said David Tiltman, Warc's Head of Content. "We'll be looking for smart thinking that makes a real difference to a brand's performance."

More information on last year's 18 medal winners, including the Grand Prix which went to BBDO Guerrero for a campaign for The Philippines Department of Tourism, can be found here.

Details about this year's competition can be seen by visiting www.warc.com/asiaprize. For any other prize-related queries please email warcprizeasia@warc.com.

Data sourced from Warc

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