Kristi Argyilan, Senior Vice President, Media and Guest Engagement, Target, and chair of the Tech judging panel, described the shortlist as constituting a “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,” she added.
A total of 17 papers from 14 markets were shortlisted, with North America (US and Canada) contributing a total of three, while the UK, Indonesia and Taiwan supply two each.
Otherwise, Europe and the Middle East is well represented with four entries – one each from Ireland, Germany, Turkey and Israel. Asia-Pacific contributes a further three, from India, Sri Lanka and Australia, while Mexico and Brazil represent Central/South America.
While FMCG brands dominate the shortlist, accounting for just over half the total, there are also entries from the financial services, technology, telecoms, automotive, media and restaurant sectors.
The WARC Media Awards are a comprehensive set of awards covering four categories, including the Effective Use of Tech, 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.
A full list of the shortlisted papers can be seen on the Prize website.
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.
Shortlists for the remaining three categories will be announced over the next few weeks.
Sourced from WARC