FP7/McCann, TBWA\RAAD Win In WARC’s Effective Content Strategy

Campaigns for DB Export in New Zealand, Century 21 in the US, Mastercard in India, McDonald’s in China and Al Tayer Motors in the UAE, are among the winners of the Effective Content Strategy category of the WARC Awards, a global search for next-generation marketing effectiveness.

A total of 13 campaigns – one Grand Prix, three Golds, five Silvers and four Bronzes – have won in the Effective Content Strategy category, which rewards content strategies that can demonstrate a business outcome.

Special Award – Smart Spender Award, for a content strategy that was effective on a budget of $500K or less, has been awarded to TBWA\RAAD for dog rehoming charity SNIFF. The social media campaign Clásico Dogs turned rescue dogs into football stars to boost adoption rates in the UAE. The campaign also won a Gold.

Two Silvers was won by FP7 McCann Dubai for WHSmith’s ‘Pop Up Books’ and Al Tayer Motors ‘Unseen Potential’. The agency also won a Silver for Emirates NBD’s ‘Inspire What’s Next’

Ash Tailor, Global Brand & Marketing Director, LEGOLAND and chair of the jury commented: “These winners share an approach to content strategy where there’s been real care invested upfront about what the most appropriate format would be for the audience being targeted. Whether they have at their core an entertaining song or film, a strong media partnership or a tech innovation, the strategies in these winning case studies show the benefits of thinking beyond the usual parameters.”