WARC Media Awards: Effective Use of Partnerships & Sponsorships

How collaborations with third parties, including native advertising and sponsorships, have helped brands meet business goals.

Grand Prix

Rerank the Rich

Rerank the Rich

Successful Sponsorship Special Award
Brand
Nuveen
Agency
MullenLowe US, Mediahub (US)
Advertiser
Nuveen
Market
Canada, United States

Nuveen joined with publisher Forbes to reclaim leadership in the responsible investing space in the US.

For its Rerank the Rich campaign, Nuveen reranked the Forbes 400 by philanthropic giving, rather than net worth, and directed readers to Nuveen.com with native digital assets and a custom insert in the 9 million-readership Forbes 400 issue.

The campaign led to a 13.4% uplift in brand favourability.

Gold

Concrete Green with Loyle Carner

Concrete Green with Loyle Carner

Collaboration With An Influencer Special Award
Brand
Timberland
Agency
PHD UK, DRUM
Advertiser
VF Europe
Market
United Kingdom

Timberland, the footwear brand, partnered musician Loyle Carner in an urban-greening initiative to engage younger consumers and increase sales in the UK.

Bringing back supermarket sweep

Bringing back supermarket sweep

Brand
Tesco Stores
Agency
Thames TV, ITV
Advertiser
Tesco Group
Market
United Kingdom

Tesco, the grocery retailer, used ad-funded programming to amplify its nostalgic centenary celebrations in the UK.

Abtal El Shawarea' (The Stars on the Streets)

Abtal El Shawarea' (The Stars on the Streets)

Brand
Clear
Agency
FP7 McCann Cairo
Advertiser
Unilever
Market
Egypt

Shampoo brand Clear boosted brand favourability and awareness through a football-centred initiative in Egypt.

Silver

Bronze

Shortlist

2020 Judges

An eminent judging panel of client- and agency-side experts, chaired by Nick Ashley, Head of Media and Campaign Planning, Tesco will be reading the entries. The rest of the panel of will be announced in the coming weeks.

Special Awards

Successful Sponsorship Award

for the best example of a brand effectively aligning itself with, for instance, an entertainment property or a sporting event

Effective Native Award

for the best example of a native campaign that helped a brand meet its business objectives

Collaboration with an Influencer Award

for the most effective partnership with an influencer appropriate for the target market

Previous winners

Opioid tablet in face shape

Fourteen case studies won in the Effective Partnerships & Sponsorships category at the 2019 competition, with ŠKODA UK, through PHD UK and FUSE, taking the Grand Prix.

ŠKODA launched a content-led campaign, #ThisIsOurTime, to stimulate conversation around the absence of a women’s Tour de France by telling the story of Donnons des Elles au Velos J-1, an all-female cycling team assembled to ride the entire Tour de France the day before the men.

By giving female cyclists content platforms on which to tell stories designed to inspire and provoke debate, #ThisIsOurTime reaffirmed ŠKODA’s links to cycling while stimulating conversation about an under-discussed issue.

Contact

Lucy Aitken

Lucy Aitken
effectiveness@warc.com