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WARC Awards
for Effectiveness
2021
Entry Kit
In association with
Awards
for
Effectiveness
Awards
for
Effectiveness
Content
3 Welcome to the 2021 WARC
Awards for Effectiveness
4 What you need to know
5 The categories
6 The Special Awards
7 Judging criteria
8 How to structure your entry
10 The WARC/ LIONS Creative
Effectiveness Ladder
11 Terms and Conditions of entry
WARC Awards for Effectiveness | Entry Kit 2
Awards
for
Effectiveness
Welcome to The WARC Awards for Effectiveness
programme is a new global competition
We have an extremely high-calibre jury,
including senior marketers from some of the
the 2021 WARC
showing how marketing delivers world’s biggest brands, plus agency-side
experts from across the globe. James Hurman,
business results.
Founding Partner, Previously Unavailable, who
Awards for
The Awards will shine a light on greatness, give developed the WARC/LIONS Creative Effective-
you feedback and share the learnings to help ness Ladder in 2020, will preside over the use of
drive your business and the industry forward. the Ladder as part of the judging process.
Effectiveness
They will be delivered in association with
Campaigns will be judged according to usual
LIONS, using world-class expertise in award
awards criteria, then benchmarked against the
management and judging.
Ladder to give entrants a clear idea about where
These are the first awards to be built around the their work fits on the six rungs of the ladder.
benchmark of the WARC/LIONS Creative Effec- Entrants that reach shortlist stage or higher will
tiveness Ladder, creating a new global standard also receive feedback from jurors about their
against which to judge marketing activity. work, using the Ladder as a reference point. For
more information on the Creative Effectiveness
The Awards are global and open to all, the Ladder, please turn to page 10.
process to enter is straightforward and we’ve
waived the entry fee, too. The winners will be Over the next few pages we set out what entries
announced at Cannes Lions 2021. should include and what judges will be looking
for. Good luck with your entry and please
They will reward best-in-class work across contact us if you have any questions.
six categories:
We look forward to seeing your work.
– Customer Experience
– Collaboration & Culture
– Sustained Growth
– Instant Impact
David Tiltman, VP Content, WARC
– Brand Purpose
– Business-to-Business
WARC Awards for Effectiveness | Entry Kit 3
Awards
for
Effectiveness
What you need
to know
Below, we outline the steps you should Winning entries may also be published in
complete and list some requirements reports that will feature on warc.com (please
for your entry to be eligible. see the Terms and Conditions for full details).
The key points are: – Should any information in your paper be
confidential, please post it in the ‘confiden-
– Individual submissions can be entered only
tial – not for publication’ box. This information
once, so make sure you have chosen the
will not be published by WARC, but will be
correct category for your paper.
seen by judges.
– All entries are eligible for the Grand Prix, plus
– You may not mark the entire results section
the Gold/Silver/Bronze awards and the Special
as confidential.
Awards which will be awarded at the judges’
discretion. Separate entries for the Special – Entries can be uploaded from mid-February.
Awards are not required. The deadline for entries is 1 April 2021. WARC
will not be able to grant any extensions to
– To be eligible, marketing activity should have
this deadline.
been in-market at any time between 2 April
2019 and 1 April 2021. In the ‘Performance
against objectives’ section, entrants should
Questions?
include proof of effectiveness from within the
same time period. If, after reading the Terms and Conditions,
you have any questions, please email
– WARC will publish on warc.com all entries
effectiveness@warc.com
that meet the key information requirements.
WARC Awards for Effectiveness | Entry Kit 4
Awards
for
Effectiveness
The categories
Before you complete your entry form, Customer Experience Instant Impact
you must choose the category in which Awarding new ways of engaging with consumers and This category rewards short-term campaigns (with
you want to enter your work. Please innovative experiences created to connect and immerse a duration of up to and including six months) that led
on the path to commercial success. Work entered in directly to a sales increase. The judges will seek robust
remember: each case study can only be
this category should push the boundaries of interaction, proof that the campaign directly drove sales.
entered into one category. engagement and loyalty. Customer experience
can encompass a physical or a digital experience,
or a combination of both. Brand Purpose
Please note!
For marketing initiatives that have successfully
The same campaign cannot be entered into embraced a brand purpose and achieved commercial
more than one category, so please take Collaboration & Culture success as well as benefit for the wider community.
some time to consider which category is This category will reward strategies and instances Entries should demonstrate clear evidence of how a
most appropriate for your work. of brands entering or impacting on culture that can brand purpose has both achieved societal impact and
demonstrate a business outcome. The judges will be met commercial goals.
looking for evidence of how these approaches helped
a brand achieve business goals. This might include Please note: campaigns for charities or non-profits will
sponsorships or partnerships, short-form social video not be accepted in this category.
or long-form video, native advertising or advertis-
er-funded TV shows.
Business-to-Business
This category will reward effective campaigns from one
Sustained Growth business targeting another.
For campaigns that have invested in building a brand
over time (12 months or more). The judges will look for
long-term creative commitments in both budget and
campaign duration, as well as compelling evidence that
brand investments have made a demonstrable impact
on the business.
WARC Awards for Effectiveness | Entry Kit 5Awards
for
Effectiveness
The Special Awards
Separate entries are not required Sustained Growth Data & Evaluation Award – for a brand purpose
strategy that has gone the extra mile in measuring both
for the Special Awards; they will be Reinvention Award – for the best example of a brand
commercial and societal impact.
given out at the judges’ discretion and successfully modernising an existing communications
platform or positioning. Employee Engagement Award – rewarding
based on the case study submitted for
a purpose-led strategy for consistency both inside and
the main Awards. Data Application Award – for a campaign that applied
outside an organisation.
data and insight in an effective way, or took a new
approach to measurement.
Customer Experience Global Growth Award – for the best multimarket brand-
Business-to-Business
Best Use of Tech – for an experience that deployed tech building campaign. Virtual Experience Award – for business-to-business
in an original way to connect with a target audience. brands that have created engaging virtual experiences
for their audiences that have delivered impact and
Best Home Experience – for a purely digital experience Instant Impact commercial results.
at home that successfully resonated with audiences and
Creative Catalyst Award – rewarding a tactical idea Audience Award – for effective marketing built on fresh
drove effectiveness.
that complemented more long-term brand activity and audience insight.
Personalisation & Insight Award – how a new showed a demonstrable sales spike.
approach to insight informed an effective customer Partnership Award – for a collaborative approach that
Original Promotional Idea – for a campaign that unlocked effectiveness.
experience solution.
deployed an original promotional mechanic.
Data-Driven Impact – for how data-led insight helped
Collaboration & Culture achieve short-term results.
The Culture-Creator Award – for an effective strategy WARC Reports
based on a brand creating its own content. All papers that win an award (Grand Prix, Gold, Silver,
Brand Purpose
Best Community-Builder Award – for an effective Bronze and the Special Awards) may be featured in
Sustainability Award – for a brand that has replaced a
strategy that resonated with a particular community. WARC Reports. These reports, published after the
strategy or business practice with a more sustainable
competition, will showcase and promote the best
Social Data Award – for how data and insights gleaned alternative and can prove that it has contributed to
case studies to WARC’s global audience.
from social platforms informed an effective collabora- long-term brand health.
tion/culture strategy.
WARC Awards for Effectiveness | Entry Kit 6Awards
for
Effectiveness
Judging criteria
Judges will score papers according Implementation (10%)
to the following criteria (percentage How well did the creative execution and/
figures indicate weighting of marks). or media channel/touchpoint strategy bring
Papers will also be placed by judges the strategy to life? How well was the activity
on the WARC/LIONS Creative crafted in terms of potential to drive business
Effectiveness Ladder, creating a new and/or behavioural outcomes?
global benchmark against which to
judge marketing activity. Business effects (40%)
Did the strategy drive powerful business results
Objectives (20%) that met the objectives? How well does it isolate
the business effects, taking account of other
What were the business objectives? Judges will
factors that may also have contributed to overall
be looking for a clear articulation of what the
business outcomes? Is ROI
communications intended to do.
well demonstrated?
Insight and strategic thinking (20%)
Lessons learned (10%)
Does the paper show an in-depth understanding
Can other marketers learn from this paper?
of the brand and its business objectives? Does
Does it offer insights and lessons that other
it show a strong strategic ‘leap’? Did this leap
brands from other sectors can be inspired by?
produce a powerful idea that could be turned
into effective marketing activity?
WARC Awards for Effectiveness | Entry Kit 7Awards
for
Effectiveness
How to structure your entry
Entrants should structure their papers was national, regional or global), the brand’s – Please explain why this strategy is worthy
in five separate sections. The total competitive set and position within it (if an of recognition.
word count for the entire entry should existing brand). If the campaign relates to a
– How was the strategy developed? Describe
brand launch or product innovation, details of
not exceed 2,500 words. Please keep the target audience and how you identified
the target competitor set and target market-
formatting to a minimum. Details on them. Provide information on any behavioural
place should be provided. Supporting data
how to upload your entry online will and attitudinal findings about this audience
should be supplied where relevant.
be published on warc.com/awards/ that guided your thinking, including any
effectiveness in mid-February. – Clear information on the business objectives research that backed up your ideas. If the
of the brand, including commercial targets strategy was built on business or channel
(e.g., increased profits, sales, margins or insight, explain the thinking that led to
Executive summary average customer spend) and timeframes your conclusions.
to achieve them. If your brand is from the
Entrants will need to provide an executive – For a pre-existing brand strategy, explain how
non-profit sector, outline the desired change
summary (up to 200 words, not included in the a new insight was found or an old one revived
in behaviour or attitude.
overall word count). to bring the strategy alive.
– Specific marketing objectives.
Market background and objectives Implementation, including creative and
In this section judges will be looking for:
Insight and strategic thinking media development
In this section, judges will be looking for the In this section, judges will be looking for:
– An introduction to the brand and its market. insight and strategic thinking at the heart
Please remember we have international of the case. Please take the time to explain – A description of the creative and media imple-
judges who may not be familiar with your your thinking in depth. Judges will be looking mentation of this strategy. For non-commu-
brand or its place in your market. for clear thought processes based on inter- nications activity, please describe how the
esting insight. strategy was otherwise brought to life.
– Information on the size and dynamics of the
brand owner’s marketplace (specify if this – Examples of creative work where relevant.
WARC Awards for Effectiveness | Entry Kit 8Awards
for
Effectiveness
Entrants are encouraged to include video or – Evidence of how the entrant achieved and
high-quality images of any creative work to delivered on original business and communi- Checklist
accompany their entry. cations goals. Things to check before entering:
– A detailed description of the communications – In the case of campaigns for the non-profit Have you completed your entry
platforms used and the rationale for choosing sector, evidence of attitudinal or behavioural according to the specified criteria?
these. Detail the specific contribution of the changes achieved, compared to the agreed
channels in the mix, as well as how channels target and to the underlying sector trend. Have you shown an understanding
worked in combination. of a brand’s market and described
– Where possible, it should be shown that these
how strategic thinking solved a
effects cannot be explained by the existence
marketing problem?
Media used of other factors such as pricing or promo-
tional activity, distribution changes or reduced Have you provided clear evidence
Please complete the table showing the
competitor activity. of effectiveness that links back to
breakdown of media used in your campaign.
Information provided here will remain unpub- objectives and discounts other factors?
lished as it will contribute to WARC’s own ROI Have you read the Terms and Conditions?
benchmarking tools.
If you are able to calculate a figure for return
If so, you’re ready to submit your entry.
on investment (based on sales, profit or other
From mid-February 2021, you will be able
Performance against objectives value), please include it here.
to upload your entry. Visit www.warc.com/
The judges will take particular note of cases awards/effectiveness to find out how.
which provide clear evidence of how they Lessons learned
managed to achieve strong business effects,
This is an opportunity to make your case and
compared to the original objectives and to the
win over the judges with concrete evidence.
underlying sector trend. In this section they will
Describe what other marketers from all sectors
be looking for:
can learn from your work.
WARC Awards for Effectiveness | Entry Kit 9Awards
for
Effectiveness
The WARC/
LIONS Creative
Effectiveness Ladder
The Creative Effectiveness Ladder is a A continuous improvement tool for
new framework that identifies the six main marketers and agencies, the Ladder
types of effects that creative marketing aims to be the global benchmark for
produces, setting them in a hierarchy effectiveness, as well as a source of
of levels from least to most commer- insight into how to use creativity to drive
cially impactful. marketing outcomes.
Launched in June 2020, it enables the For more information, visit the WARC/
marketing and advertising industry to LIONS White Paper, The Effectiveness
identify and learn from effectiveness best Code, which was written by James Hurman
practice so that practitioners can consist- with supporting analysis by the effective-
ently produce highly effective creative ness consultant Peter Field.
campaigns and initiatives.
A hierarchy of the six main
types of effects that creative
marketing produces, from least
to most commercially impactful
WARC Awards for Effectiveness | Entry Kit 10Terms and Conditions of entry
Awards
for
Effectiveness
Please read the Terms and Conditions and winners will be announced on warc.com. out in paragraphs 17 and 18 below. warranties and/or representations in these terms
then, without prejudice to WARC’s other rights and
before you submit a case study to 7. As well as the main Awards, all entrants will be 16. Entrants also warrant and represent that the entry
remedies, WARC may: (i) remove or delete your entry
considered for the three Special Awards. does not contain anything which is libellous, unlawful,
the WARC Awards for Effectiveness offensive, harmful, or infringes the rights of others or
from any website or other medium on which it is
8. If you are in any doubt as to whether a campaign is published; and/or (ii) disqualify your entry.
(hereafter ‘the Awards’). By submitting eligible, contact lucy.aitken@ascential.com.
that is a breach of any duty of confidentiality.
22. By agreeing to the Terms and Conditions, entrants will
a case study you agree to be bound 9. An individual may submit several different entries,
17. By uploading their submissions online, entrants will
consent to receive communications from Ascential
be assigning the copyright in their written entries,
by these terms and conditions, which but these must be clearly labelled as distinct entries Events regarding Awards updates, and other relevant
including graphics, charts and illustrations produced
during the submission process. editorial developments.
represent a legal agreement between to support the entries, to Ascential Events for the full
10. An individual may upload one or more entries on legal term of copyright and any renewals/extensions 23. Entrants agree to defend, indemnify and hold
you and WARC’s parent company,
behalf of colleagues and be the contact name without thereof. If for any reason copyright cannot be trans- Ascential Events its officers, directors and employees
Ascential Events. being an author of a paper. ferred, entrants hereby grant to Ascential Events harmless from and against any third party claims,
11. The shortlisting of entries and the award of the Grand (with full right for Ascential Events to sublicense such alleged claims, demands, losses, damages, liabilities,
Prix and the Special Awards are at the judges’ sole rights) an irrevocable, exclusive licence in perpetuity expenses (including legal costs), judgments, actions,
1. The entry fee has been waived for 2021. Entrants discretion. Judges will base their decision on the to publish, reproduce, summarise, index, tag and/or causes of action, made or brought against or incurred
must be submitted by 1 April. No extensions submissions and supporting material only, and no distribute such materials throughout the world, in all by Ascential Events in connection with paragraphs 13,
will be granted. correspondence will be entered into regarding the languages, in printed, electronic or any other medium, 15 and 16 of these Terms and Conditions.
final decision. and to authorise others to do the same.
2. The Awards are open to any advertiser, agency, media 24. Ascential Events shall provide the Entrant with prompt
company, individual or team involved in marketing 12. Ascential Events will not be held responsible for any 18. In the case of supplementary materials including (but written notice of any Claims and shall provide the
or communications in any country. Multi-authored incorrect or incomplete entries. not limited to) images or videos of creative work, or Entrant with reasonable assistance and cooperation
entries – submitted by individuals either from within video summaries of case studies, you hereby grant to in the defence of any Claims at the Entrant’s sole cost
13. All entries that meet the key criteria will be published Ascential Events (with full right for Ascential Events to and the Entrant will have sole control over the defence
the same company or from different companies –
in perpetuity on WARC, with a selected number sublicense such rights) an irrevocable, non-exclusive and settlement of any Claims.
should be clearly labelled as such at the time of entry. .
appearing in Reports and within other Ascential licence in perpetuity to publish, reproduce, display,
3. The Awards are open to marketing and communica- products. All applicable permissions must be obtained 25. WARC’s maximum aggregate liability to the Entrant
summarise, index, tag and/or distribute such materials
tions activity in any territory in the world. Campaigns by entrants for all materials submitted as part of under or in connection with this Agreement, whether
throughout the world, in all languages, in printed,
from any communications discipline may be the submission for which they are not the exclusive in contract, tort (including negligence) or otherwise,
electronic or any other medium, and to authorise
submitted, as well as non-communications activity owner. It is the responsibility of the entrant to clear shall in no circumstances exceed US$10,000.
others to do the same.
such as product innovation and brand extension. all necessary permissions, including client approval 26. This Agreement will be governed by the law of England
If you are in any doubt as to whether a campaign is where necessary, before submitting an entry. 19. Entrants will assert their Moral Rights to be identified
and Wales. The Courts of England and Wales will have
eligible, please contact the organisers at effective- as authors of the submitted entry under the Copyright
14. Within reason, entrants may fill the provided box with exclusive jurisdiction over any disputes arising under
ness@warc.com. Designs and Patents Act 1988 (UK), and Ascential
confidential information. Judges will see this informa- this Agreement.
Events will ensure that entrants’ names are always
4. Some element of the marketing activity entered for tion, but WARC will not publish it. clearly associated with the entry. Entrants will waive all
the Awards must have been running in any global © Ascential Events 2021
15. Entrants hereby warrant (i.e., promise) and represent other Moral Rights.
market at any time after 2 April 2019. Please note:
that the entry is the author or authors’ original work 20. By agreeing to the Terms and Conditions, authors will
the same entry cannot be entered in more than
save that to the extent it contains material which give their consent to feature in post-Awards publicity
one category.
is owned by a third party, entrants further warrant celebrating winners.
5. All entries must be written in English. and represent that they have obtained all necessary
permissions from the owner of such materials, 21. Nothing in these terms shall oblige WARC to publish
6. Entrants must follow the entry procedure detailed in
consistent with the rights of Ascential Events, asset any entry you may submit. In the event of any
this Entry Kit and on the Awards website. The shortlist
breach or alleged breach by you of your obligations,
WARC Awards for Effectiveness | Entry Kit 11Awards for Effectiveness In association with
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