FP7 Leads Warc Prize For MENA Strategy 2017 Shortlist

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 DonationBaheya Cancer Hospital, ResalaFP7/CAIEgypt
They're Just Cows: Return of Sawsan & SouadLabanita, Mansour GroupFP7/CAIEgypt
It Belongs OnlineMobinil, Orange TelecomFP7/CAIEgypt
Finding Light in the DarkCoca-ColaFP7/DXB, Memac Ogilvy DubaiUAE
The Smart BusesBatelcoFP7/DXBBahrain
The 'No Distractions' BillboardMcDonald'sFP7/DXBUAE
Least Active Kids in HistoryOMO, UnileverFP7/DXBUAE
The Hammam FighterOrange TunisiaFP7/TUNTunisia
Sound of a NationPepsiCo InternationalImpact BBDO CairoEgypt
Selfie FailsCamon C9, TECNO MobileImpact BBDO CairoEgypt
Sting Launch CampaignSting, PepsiCoImpact BBDO CairoEgypt
LaYwagifSaudi Telecom CompanyJ. Walter ThompsonSaudi Arabia
Newsworthy BooksJarir BookstoreJ. Walter ThompsonSaudi Arabia
I can teach you tooDubai CaresJ. Walter ThompsonUAE
Ensa JouraMurr TelevisionTBWA\RAADLebanon
One-Drop BottlePril, HenkelTBWA\RAADUAE
Recruiting for QatarTeach For QatarTBWA\RAADQatar
Post Wiselydu (EITC)Leo Burnett DubaiUAE
Tropa for Lifedu (EITC)Leo Burnett, Starcom (Dubai)UAE
The first step is youThe Egyptian Autistic SocietyMomentum EgyptEgypt

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.

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