In its inaugural version, the WARC Awards for Effectiveness is run in partnership with Cannes Lions.

The platform is built and benchmarked on a consistent global language of the Effectiveness Code and judged using the Creative Effectiveness Ladder. The ladder, created by Cannes Lions and WARC, is a way for the industry to identify the very best work that drives clear marketing outcomes.

The juries will choose winners for Grand Prix, Gold, Silver and Bronze Awards in five categories. There are also special awards honouring particular areas of excellence. The winners will be announced at the 2021 Cannes Lions Festival.

Mehta says, "We are grateful to WARC for the kind nomination and happy to see Africa's inclusion in another global platform of scale. A partnership between WARC and Cannes Lions makes this one of the most prestigious effectiveness awards in the industry. I look forward to seeing some of the world's best campaigns of 2019-20, all in one place."

Other judges from Africa include:
  • Monali Shah, Africa head of marketing communications for The Coca-Cola Company, and
  • Bernice Samuels, group marketing Executive at MTN.
The WARC Awards for Effectiveness comprises five categories, including:
  • Customer Experience
  • Collaboration and Culture
  • Sustained Growth
  • Instant Impact
  • Brand Purpose, and
  • Business-to-Business.
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