Warc launches 2012 Prize for Asian Strategy

Warc, the marketing intelligence service, has announced the 2012 Warc Prize for Asian Strategy, a cash prize for the case study that demonstrates the most insightful marketing strategy in the region. The Prize is free to enter, and is open to brand owners and agencies in any discipline. In 2011, the inaugural Warc Prize for Asian Strategy attracted 135 entries from brands and agencies across Asia.

The Prize returns for its second year with 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, will chair a judging panel of senior client-side marketers and strategy experts from around the world.

He commented, “I think the Warc Prize for Asian Strategy is exciting and important for two reasons. Firstly, and obviously, because it’s about the work being done in the most vibrant and commercially promising region in the world – a region that will make or break many brands. Secondly, because it has the potential to introduce us to radically fresh thinking; approaches that borrow less from the West's traditional strategic toolkit and more from a deep understanding of Asian cultures and what works here. With economic confidence comes cultural confidence. We are entering an era when West is not necessarily best.”

The deadline for entries is 1 June 2012, and the winner will be announced in September.

“Last year we had a lot of low-budget campaigns entered for the Prize,” said David Tiltman, Warc’s international editor. “However, sometimes these campaigns are overshadowed in the final judging by impressive big-budget work. Several of last year’s judges suggested that it would be worthwhile giving special recognition to strategies that can make a real difference on a low budget.”

For more details, visit www.warc.com/asiaprize