CMOs and senior marketing executives from IAG, IBM iX, Peloton, The Kraft Heinz Company, Unilever and VICE Media Group appointed jury chairs

128 international senior client- and agency-side experts will award successful marketing campaigns using the WARC/LIONS Creative Effectiveness Ladder


16 February 2021 — Entries are now being accepted for the inaugural WARC Awards for Effectiveness, a new global competition in association with LIONS, awarding the best marketing campaigns that deliver business results.

The six categories will be judged by international high-calibre panels made up of 128 leading agency strategists and planners, specialists and senior executives from brands including Airbnb, Colgate Palmolive, Diageo, Facebook, Just East and NBC Universal. 

Commenting on the judges, Paul Coxhill, Managing Director, WARC, said: “To showcase what successful marketing looks like, we have convened a large group of very talented and highly respected professionals from around the world to judge this first WARC Awards for Effectiveness. 

“Bringing great expertise and cultural knowledge, the 50/50 male and female split juries will be chaired by esteemed CMOs and marketing executives from world renowned brands. And to provide a global industry standard, the WARC/LIONS Creative Effectiveness Ladder will be applied to the judging process.”

The six jury chairs are named as:

Dhiren Amin, CMO, Asia, The Kraft Heinz Company, will chair the Instant Impact category, awarding short-term campaigns (with a duration of six months or less) that lead directly to a sales increase.

Commenting on his upcoming role, Dhiren Amin says: “It is a genuine privilege to be chairing a WARC jury. Equally the category in question is a particular tough yet relevant one, Instant Impact. It measures marketing’s direct impact on business, which is exactly how it should be.” 

See the full judging panel here

Nadja Bellan-White, Global Chief Marketing Officer, VICE Media Group, will preside over the Collaboration & Culture category, awarding strategies and instances of brands entering or impacting on culture that can demonstrate a business outcome.

Nadja Bellan-White, comments: “Now more than ever, effectiveness is paramount for any brand. The Collaboration and Culture category will show how brands entering or impacting on culture can also drive tangible business outcomes.” 

See the full judging panel here

Tati Lindenberg, Vice President Marketing, Dirt For Good, Unilever, is chair of the Brand Purpose category, for marketing initiatives that have successfully embraced a brand purpose and achieved commercial success as well as benefit for the wider community. 

Tati Lindenberg, says: “The six categories of the WARC Awards for Effectiveness aim to show the very best, commercially impactful work from around the world. I look forward to chairing the Brand Purpose category and seeing how purpose has developed and progressed as an effective strategy in a year with unprecedented events across the globe.”

See the full judging panel here

Corinne Sklar, Global Chief Marketing Officer, IBM iX is appointed chair of the Business-to-Business category, awarding effective campaigns from one business targeting another. See the full judging panel here

Brent Smart, Chief Marketing Officer, IAG is jury chair of the Sustained Growth category, awarding campaigns that have invested in building a brand over time (12 months or more). See the full judging panel here

Dara Treseder, SVP, Head of Global Marketing & Communications, Peloton will chair the Customer Experience category, honouring new ways of engaging with consumers and innovative experiences created to connect and immerse on the path to commercial success. See the full judging panel here


The WARC Awards for Effectiveness, in association with LIONS, will be judged using the WARC/LIONS Creative Effectiveness Ladder, providing a consistent approach and global language to benchmark effectiveness.

For each category the juries will award Grand Prix, Gold Silver and Bronze accolades, as well as special awards honouring particular areas of excellence. Entries will be accepted until 01 April. The winners will be announced at Cannes Lions in June.

View here more information on the new WARC Awards for Effectiveness and to download the Entry Kit