WARC Media Awards: Effective Use of Partnerships & Sponsorships
How collaborations with third parties, including native advertising and sponsorships, have helped brands meet business goals.
Grand Prix
Rerank the Rich
Nuveen
MullenLowe US, Mediahub (US)
Nuveen
Canada, United States
Nuveen joined with publisher Forbes to reclaim leadership in the responsible investing space in the US.
For its Rerank the Rich campaign, Nuveen reranked the Forbes 400 by philanthropic giving, rather than net worth, and directed readers to Nuveen.com with native digital assets and a custom insert in the 9 million-readership Forbes 400 issue.
The campaign led to a 13.4% uplift in brand favourability.
Gold
Concrete Green with Loyle Carner
Timberland
PHD UK, DRUM
VF Europe
United Kingdom
Timberland, the footwear brand, partnered musician Loyle Carner in an urban-greening initiative to engage younger consumers and increase sales in the UK.
Bringing back supermarket sweep
Tesco Stores
Thames TV, ITV
Tesco Group
United Kingdom
Tesco, the grocery retailer, used ad-funded programming to amplify its nostalgic centenary celebrations in the UK.
Abtal El Shawarea' (The Stars on the Streets)
Clear
FP7 McCann Cairo
Unilever
Egypt
Shampoo brand Clear boosted brand favourability and awareness through a football-centred initiative in Egypt.
Silver
The Gift of Mom
Babyshop
FP7 McCann Dubai
Landmark Group
United Arab Emirates
24hrs in A&E Special
British Heart Foundation
PHD UK
British Heart Foundation
United Kingdom
The Dignity Card
Beit Al Baraka
FP7 McCann Beirut, FP7 McCann Dubai
Beit Al Baraka
Lebanon
Getting the UK TV family together at Christmas
Tesco
MediaCom UK, BBH
Tesco
United Kingdom
Crossword Clues
Lloyds Bank
MediaCom UK, adam&eveDDB
Lloyds Banking Group
United Kingdom
Bronze
Christmas Jumper Day 2019
Save the Children
MediaCom UK, Channel 4
Save the Children
United Kingdom
Guest starring… Old Spice
Old Spice
MediaCom Connections Tel-Aviv
Procter & Gamble
Israel
Astronomical Sales
Mastercard
FP7 McCann Dubai
Mastercard
United Arab Emirates
The most viewed billboard in the Middle East
Dubai Media City
FP7 McCann Dubai
Dubai Media City
Pan Arab, United Arab Emirates
Making age a non-issue
L'Oréal Paris
McCann London, McCann Paris
L'Oréal Group
United Kingdom
Game better with Butterfinger
Butterfinger
Mindshare
Ferrero
United States
Shortlist
Art Gap
Standard Chartered
TBWA\RAAD
Standard Chartered
United Arab Emirates
Fresh Stories
KFC New Zealand
DRUM
Restaurant Brands
New Zealand
Bat for your cap
ANZ
PHD New Zealand, Satellite Media NZ
ANZ
New Zealand
Not just one brand of real beauty
Dove
PHD Hong Kong
Unilever
Hong Kong
Black Community PMP
U by Kotex
Mindshare
Kimberly Clark
United States
Dove reshapes stock imagery to shatter beauty stereotypes
Dove
Mindshare, Razorfish
Unilever
Canada,United States
2020 Judges
An eminent judging panel of client- and agency-side experts, chaired by Nick Ashley, Head of Media and Campaign Planning, Tesco will be reading the entries. The rest of the panel of will be announced in the coming weeks.
Special Awards
Successful Sponsorship Award
for the best example of a brand effectively aligning itself with, for instance, an entertainment property or a sporting event
Effective Native Award
for the best example of a native campaign that helped a brand meet its business objectives
Collaboration with an Influencer Award
for the most effective partnership with an influencer appropriate for the target market
Previous winners
Fourteen case studies won in the Effective Partnerships & Sponsorships category at the 2019 competition, with ŠKODA UK, through PHD UK and FUSE, taking the Grand Prix.
ŠKODA launched a content-led campaign, #ThisIsOurTime, to stimulate conversation around the absence of a women’s Tour de France by telling the story of Donnons des Elles au Velos J-1, an all-female cycling team assembled to ride the entire Tour de France the day before the men.
By giving female cyclists content platforms on which to tell stories designed to inspire and provoke debate, #ThisIsOurTime reaffirmed ŠKODA’s links to cycling while stimulating conversation about an under-discussed issue.
