Nigerian agencies missing as Google, P&G, Unilever make WARC Media Awards 2017 shortlist
Google, P&G, Unilever and other brands have been shortlisted for WARC Media Awards 2017. The brands were shortlisted in the Effective Use of Tech category and Channel Integration category.
There was no Nigerian agency on the shortlist roll call this year. But in 2016, Insight Publicis got a Silver Award for Social media effectiveness. The award was a recognition for the agency’s Pepsi LongThroat campaign.
17 brands which include; Ferrero Rocher, Google, Softlogic Life Insurance and others were shortlisted in the Effective Use of Tech category while 19 brands which include; Ford KA+, TRESemmé (Unilever), Bic, Fanta (Coca-Cola Company), Gillette India (Procter & Gamble) McDonald’s, Ariel (Procter & Gamble), Omo (Unilever) and others made the Channel Integration category.
The WARC Media Awards are a comprehensive set of awards covering four categories. The shortlists for the two remaining categories which include: Best Use of Data and Effective Use of Partnerships & Sponsorships will be announced over the next few weeks.
According to the organisers of the award, the Effective Use of Tech category is a search for communications that have effectively used or combined emerging platforms or technology in the media mix while the Channel Integration category focus on how sophisticated communications architecture helped boost campaign effectiveness.
Kristi Argyilan, Senior Vice President, Media and Guest Engagement, Target – jury chair of the panel of 12 senior executives from brands, agencies and tech-inspired businesses, commented: “As our jury examined the wide pool of cutting-edge work, we were struck by how marketers were utilizing technology to humanize their brands and creating emotionally stirring programs that engaged while providing meaningful service to their audiences across every imaginable industry.”
Commenting on the judging process, for the Channel Integration category, the jury chair and Head of Global Integrated Media, The Hershey Company, Charlie Chappell said: “It’s great to see that marketers are embracing the new norm of a constantly changing communications landscape.
“Through the submissions, it is clear that they have proven that to do great work you must reach across various, dynamic channels to achieve your business objectives.
“I applaud the marketers for pushing the boundaries and continuing to stretch their learnings that has led them to award-winning campaigns.”
Some of the shortlisted entries for Effective Use of Tech category are: Mindshare Sri Lanka’s ‘The campaign that saved 2,500 lives’ for Softlogic Life Insurance; +KNAUSS’s ‘Smart = Sexy’for Lifestyles, Blowtex; OMD Taiwan’s ‘The Better Wishes’ by Google Taiwan; PHD Taiwan’s ‘Spreading love online, sending gifts on LINE’ by Ferrero Rocher ; and Compass Point Media’s ‘Inspiring weather to grill, or not’ by Johnsonville Fresh Bratwurst.
In the same vein, some of the shortlisted entries for Channel Integration category are: the agency GTB’s ‘Using integration to win the game of snakes and ladders’ for Ford KA+ (Ford); Ogilvy & Mather’s ‘Turning social currency into social commerce’ for TRESemmé (Unilever); UM Sydney, Ogilvy’s ‘Fanta Relaunch’ for Fanta (Coca-Cola Company); OMD UK, Leo Burnett’s ‘Monopoly Win Win’ for McDonald’s; MediaCom Connections Israel, Stern Ariely Communication’s ‘The Great “Hand Me Up”’ for Ariel (Procter & Gamble); FP7/DXB’s ‘The dullest ad in history for the least active kids in history’ for OMO (Unilever) and McCann Melbourne’s ‘The Bic 4 Colour Champenships’ for Bic.
The WARC Media Awards comes with a total prize fund of $40,000 to reward pioneering communications planning which has made a positive impact on business results for brands around the world.
Gold, Silver and Bronze winners for the highest-scoring cases will be awarded across the four categories with a $7,000 Grand Prix for the best paper. Judges will also grant three $1,000 Special Awards in each category.
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