The WARC Prize for MENA Strategy 2017, a new initiative to award the best strategic marketing thinking that has driven results in the region, has arrived at a shortlist of 20 papers.
FP7/MENA agencies lead the list with eight entries. Impact BBDO, TBWA\RAAD, J Walter Thompson have secured three shortlists each. Leo Burnett has two and Momentum Egypt has one.
The complete list of shortlisted entries are:
WARC Prize for MENA Strategy 2017 - Shortlist
|The Sweet Donation||Baheya Cancer Hospital, Resala||FP7/CAI||Egypt|
|They're Just Cows: Return of Sawsan & Souad||Labanita, Mansour Group||FP7/CAI||Egypt|
|It Belongs Online||Mobinil, Orange Telecom||FP7/CAI||Egypt|
|Finding Light in the Dark||Coca-Cola||FP7/DXB, Memac Ogilvy Dubai||UAE|
|The Smart Buses||Batelco||FP7/DXB||Bahrain|
|The 'No Distractions' Billboard||McDonald's||FP7/DXB||UAE|
|Least Active Kids in History||OMO, Unilever||FP7/DXB||UAE|
|The Hammam Fighter||Orange Tunisia||FP7/TUN||Tunisia|
|Sound of a Nation||PepsiCo International||Impact BBDO Cairo||Egypt|
|Selfie Fails||Camon C9, TECNO Mobile||Impact BBDO Cairo||Egypt|
|Sting Launch Campaign||Sting, PepsiCo||Impact BBDO Cairo||Egypt|
|LaYwagif||Saudi Telecom Company||J. Walter Thompson||Saudi Arabia|
|Newsworthy Books||Jarir Bookstore||J. Walter Thompson||Saudi Arabia|
|I can teach you too||Dubai Cares||J. Walter Thompson||UAE|
|Ensa Joura||Murr Television||TBWA\RAAD||Lebanon|
|One-Drop Bottle||Pril, Henkel||TBWA\RAAD||UAE|
|Recruiting for Qatar||Teach For Qatar||TBWA\RAAD||Qatar|
|Post Wisely||du (EITC)||Leo Burnett Dubai||UAE|
|Tropa for Life||du (EITC)||Leo Burnett, Starcom (Dubai)||UAE|
|The first step is you||The Egyptian Autistic Society||Momentum Egypt||Egypt|
The jury panel comprised 15 marketer and agency side experts, chaired by Asad Rehman, Director, Media, North Africa & Middle East, Unilever.
Work from Egypt leads the charge with seven campaigns selected for the shortlist. The United Arab Emirates contributed five campaigns with the rest hailing from across North Africa and the Middle East. Two pan regional campaigns also made the shortlist.
Local brands account for over half of the shortlist alongside campaigns from global brands including Coca-Cola, McDonald’s, Unilver’s OMO and Pepsico.
Mr Rehman noted the extent to which digital media has disrupted modern marketing yet key to great marketing, he maintained, was the big idea, stemming from good insight.
The winners will be announced later this year, alongside the special awards given for research excellence, best channel thinking and best local hero campaign.