Effective Content Strategy shortlist announced

Francois Poirier © 123RF.com

Twenty entries from around the world have made the shortlist, which rewards branded content strategies that can demonstrate a business outcome.

Chaired by Alison Keith, VP Global Media of Coty, the 16-strong international jury panel of senior industry professionals looked for evidence of how a content strategy, as opposed to a traditional advertising strategy, has helped a brand achieve business goals.

While 'content' can be defined in many different ways, for these Awards, Warc sought editorial-style content (including audio, video, text and imagery), commissioned by a brand and designed to win attention.

Shortlist contenders

• Adidas Football · Gamedayplus: the benefits of building an audience · We Are Social · UK
• Bukalapak · Creative Economy Heroes · Ogilvy Public Relations, J. Walter Thompson · Indonesia
• Cathay Pacific & Cathay Dragon · Marriage in the Air · McCann Worldgroup, MRM // McCann Shanghai · China
• Chambord · This French Life · Mediavest · UK
• Charles Schwab Financial Services · The Person Who Changed My Life · UM · US
• Du · #PostWisely · Starcom · United Arab Emirates
• Ford Edge · Le Fantôme · GTB · UK
• KFC Malaysia · Stealing a burger-march on McDonald's using real-time data · Ensemble Worldwide / UM · Malaysia
• Knorr · Love At First Taste · MullenLowe London, MullenLowe US · UK & US
• Lenovo · Think Progress · King Content · UK
• L'Oréal Paris Revitalift Laser X3 · Laser or L'Oréal · McCann Melbourne · Australia
• Marriott Hotels · Becoming the Story · MEC · UK
• Maurice Blackburn Lawyers · Your Right Is My Right · One Green Bean · Australia
• Maxis · Reaching Malaysia SME owners · Ensemble Worldwide · Malaysia
• McDowell's No.1 Soda Trademark · Unleashing the disruptive power of a promise · DDB Murdra · India
• Melbourne International Film Festival · How selling future memories broke historic records · McCann Melbourne · Australia
• MS Limited Australia · This Bike Has MS · whiteGrey · Australia 
• SmartLife · Project Akshar (Alphabets) · FP7 Dubai · United Arab Emirates
• Space · Field Trip to Mars · McCann New York · US
• Volkswagen · From anything but a Volkswagen to nothing but a Volkswagen · DDB Mudra · India