A total of 20 entries from around the world have made the shortlist of the Effective Content Strategy category in Warc Awards. The category rewards branded content strategies that can demonstrate a business outcome.
From the region, the shortlisted include du’s ‘#PostWisely’ campaign entered by Starcom MENA and FP7/DXB’s ‘Project Akshar’ for Smartlife.
Chaired by Alison Keith, Vice President – Global Media of Coty, the 16-strong international jury panel of senior industry professionals looked for evidence of how a content strategy – as opposed to a traditional advertising strategy – has helped a brand achieve business goals.
While ‘content’ can be defined in many different ways, for these Awards, WARC sought editorial-style content (including audio, video, text and imagery), commissioned by a brand and designed to win attention.