WARC, the global marketing intelligence service, has today announced the shortlist for its WARC Prize for MENA Strategy 2017, a new awards in search of the best strategic marketing thinking that has driven results in the region.

Judged by an eminent panel of 15 client- and agency-side experts chaired by Asad Rehman, Director, Media, North Africa & Middle East, Unilever, the jury have shortlisted a total of 20 papers.

Work from Egypt leads the charge with seven campaigns selected for the shortlist. The United Arab Emirates contributed five campaigns with the rest hailing from across North Africa and the Middle East. Two pan regional campaigns also made the shortlist.

Local brands account for over half of the shortlist alongside campaigns from global brands including Coca-Cola, McDonald’s, Unilver’s OMO and Pepsico.

Jury chair Asad Rehman noted the extent to which digital media has disrupted modern marketing yet key to great marketing, he maintained, was the big idea, stemming from good insight.

The winners will be announced later this year, alongside the special awards given for research excellence, best channel thinking and best local hero campaign.