LONDON: Campaigns for adidas, KFC and Volkswagen are among the 20 papers from around the world that have been shortlisted for the Effective Content Strategy category in the 2017 WARC Awards which recognise next-generation marketing effectiveness.

The Effective Content Strategy category rewards branded content strategies that demonstrate a business outcome and where editorial-style content is designed to win attention.

The judges, chaired by Alison Keith, Vice President of Global Media at Coty, the beauty products brand, have chosen a wide range, from global campaigns to single-country ones, from multi-million dollar budgets to none at all.

WARC subscribers can read all the shortlisted entries here.

Alongside two global campaigns and three regional European campaigns, there are 15 devoted to a single country. And among this last group, Australia is especially well represented with four.

The US contributes two papers to the shortlist, as do the United Arab Emirates, Malaysia and India. The remaining three come from China, Indonesia and the UK.

In addition to the $7,000 Grand Prix, judges will grant three $1,000 Special Awards: the Long-Term Idea Award for a content strategy that has delivered sustained success for a brand; the Best Multiplatform Award for a content strategy that has successfully used a range of different communication channels; and the Low Budget Idea, which rewards an effective content strategy produced on a budget of £500,000 or less and is geared towards campaigns by non-profit organisations.

The winners will be announced in September.

Data sourced from WARC