Tarek El Kady, Marketing Director of McDonald’s MEA, to chair the jury. First judges named.

04 February 2020 — WARC, the global authority on advertising and media effectiveness, is today launching the WARC Prize for MENA Strategy 2020, a search for the best strategic thinking from the region’s marketing industry that has driven results in the Middle East and North Africa.

Now in its fourth year, this case study competition is free to enter, and is open to agencies, brand owners and specialists in any marketing discipline.

Alongside the Gold, Silver and Bronze accolades, the Grand Prix for the best overall paper will receive USD$7,000, while three Special Awards will be presented with USD$1,000 each in recognition of specific areas of excellence:

  • The Research Excellence Award for the best use of research in the development of strategic ideas.
  • The Brand Rebel Award for the best example of a campaign departing from category norms.
  • The Local Hero Award for the best example of a challenger brand from the MENA region using smart marketing strategy to take on bigger competitors.

Lucy Aitken, Managing Editor, Case Studies, WARC, says: “The WARC Prize for MENA Strategy sets out to showcase the very best in strategic thinking, building brand awareness and business outcomes.”

The 2020 awards will be chaired by Tarek El Kady, Senior Marketing Director, McDonald’s Middle East & Africa. With a 10-year track record at McDonald’s, he currently leads a cross-functional team that is responsible for brand and innovation initiatives, knowledge and insights and strategic marketing consultancy, providing guidance to 17 markets with more than 1,500 restaurants.

Tarek El Kady

El Kady says: “In an unrelenting, fast-paced landscape, where change is the new norm, creativity alone doesn’t cut it. Today, brands must harness the power of data without losing sight of consumer centricity. The jury will seek work that encapsulates and embraces the change the industry is witnessing.”

An eminent judging panel of strategy experts and senior marketers will join Tarek El Kady to judge the submissions. The first judges to be appointed, bringing regional expertise, are:

  • Tarek El Kady – Senior Marketing Director, McDonald’s Middle East & Africa – Chair of the Judges
  • Elias W. Bassil – Head of Strategy, MENA, Geometry
  • Daniele Calderoni – Regional Brand, Media and Portfolio Acceleration Director, MENA, Mars
  • Mitin Chakraborty – Head of Marketing, Babyshop
  • Natalie Choufani – Market Intelligence Manager, MBC
  • Aakriti Goel – Strategic Planning Director, Middle East & Africa, Cheil MEA
  • Salma Hamouda – Executive Director, Wunderman Thompson Cairo
  • Faysal Abdul Malak – General Manager, Wunderman Dubai
  • Omar Saheb – Regional Head of Marketing, MENA, Samsung
  • Ziad Skaff – Managing Director, Hall & Partners MENA

Full biographies are available here.

Additional judges will be announced shortly. The deadline for entries is 15 April 2020. More information on the WARC Prize for MENA Strategy 2020 can be found here.