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Grand Prix winners for the WARC Awards 2024 go to Australia, Brazil, India, Spain and Sweden

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WARC Awards

Leo Burnett Mumbai wins two Grands Prix

13 June 2024 –  The highest accolades of the The WARC Awards for Effectiveness 2024, in association with LIONS, are announced. The awards honour the best marketing campaigns from across the globe that deliver strategic brilliance and effective impact to drive commercial success.

Six Grands Prix have been awarded following a rigorous judging process and much deliberation by a super jury made up of all 12 regional jury chairs representing Asia-Pacific, Europe, Middle East & Africa, Latin America and North America.

Selected from 22 regional gold-winning entries, the Grands Prix showcase the best work of how marketers are driving growth across different sectors and audiences and for local and global brands.

India leads with two Grands Prix, both awarded to Leo Burnett Mumbai. Australia, Brazil, Spain and Sweden each win one.

Susan Irving, Chief Marketing Officer, Kruger Products, Canada, and Chair of the Global Grand Prix jury said: “It was my privilege to lead such a disciplined, accountable jury that held work to the highest standards. Our decisions were guided by the data and the Creative Effectiveness Ladder and we were rigorous in seeking only to recognise those campaigns that unquestionably connected their objectives to strong results and demonstrated long-lasting impact for brands and society. Anyone awarded a Grand Prix by this jury is a true Grand Prix winner, the best of the best, and I congratulate them all.”

John Bizzell, Awards Lead, WARC, added: “The six Grand Prix winners that our super jury lasered in on from the hundreds of entries judged this year are superb additions to WARC’s library of effectiveness and really set the bar for the quality of work brands and agencies need to create to compete for these awards. I’m excited to share them with the world and see what they inspire in the future.”

The six Grand Prix winners for the WARC Awards 2024 are:

Cultural Impact Grand Prix: ‘Changing the education system to keep girls in school’ for Whisper by Leo Burnett, Mumbai, India

Feminine hygiene brand Whisper helped girls remain in school in India with an educational lobbying campaign that broke the taboos around menstruation. Society’s silence surrounding periods had resulted in their omission from school science books. Following the campaign, the Indian government has committed to adding in the missing chapter.

Commenting on the campaign, Kevin Mercer, Director, Brand Strategy, Expedia Group – UK, said: “This campaign demonstrated a simplicity in its strategic thinking. Rather than directly advertise feminine hygiene products, it filled a gap in education about menstruation for young women and girls that the jury found incredibly smart. There was real care and craft in how Whisper and Leo Burnett got it to market, which made it a clear Grand Prix winner. A lot of things are happening around the world, like book bans and removing access to education and knowledge, and this is the sort of campaign that sets us up for a better future.”

Instant Impact Grand Prix: ‘Handshake Hunt’ for Mercado Libre by GUT, São Paulo, Brazil

Mercado Libre, an electronic commerce platform in Latin America, partnered with TV channel Globo during Black Friday, displaying QR codes for discounts whenever their logo, a handshake, appeared on-screen to increase transactions in Brazil. The campaign reached 80 million people, with 925k coupons being used, and both website traffic and sales increased.

Gugu Mthembu, Chief Marketing Officer, Telkom – South Africa, said: “Besides the instant impact that it drove, the way Mercado Libre and GUT leveraged the distinctive handshake brand asset will never be forgotten by those who interacted with the campaign. The creative idea travelled seamlessly from traditional media to digital, which gave it brilliant momentum, and brought it to life in a way that made it stand out from all other cases where similar tactics have been used. That’s what the jury loved about it.”

Long-term Growth Grand Prix: ‘Big enough to make a difference’ for McDonald’s by Nord DDB, Stockholm, Sweden

Fast-food giant McDonald’s introduced over 20 initiatives in Sweden that focused on sustainability, the environment, and social responsibility, to increase brand trust, visit intent, and sales. It expanded its electric car charging network, created biodiversity initiatives, published children’s books, contributed to its charities, reduced its litter and more.

Tanja Grubner, Global Marketing Director, Essity GmbH – Germany, said: “The McDonald’s platform Big Enough to Make a Difference that NORD DDB activated managed to not only increase brand relevance, but boost brand trust and brand success too, leading to the fastest sales turnaround in brand history. The campaign has a brilliantly simple strategic soul – flipping BIG on its head and turning it into a virtue – but the jury also recognised the rigour and thoroughness underpinning the work.”

Partnerships & Sponsorships Grand Prix: ‘Absolutely Heinz – Bringing two iconic household brands together to go absolutely viral’ for Heinz by VML Barcelona, Spain

Condiment brand Heinz partnered with vodka brand Absolut to create a limited-edition vodka pasta sauce released in the UK, aiming to increase product awareness for Heinz and new occasions consumption for Absolut. The collaboration campaign reached over 0.5bn earned media impressions, the hashtag #AbsolutelyHeinz went viral, and the product sold out instantly and topped the category.

Yusuf Chuku, EVP Client Advisory, NBCUniversal – USA, said: “It’s difficult to set up a partnership as challenging as this one – merging two brands as iconic as Absolut with Heinz, doing it with skill and delivering it at scale. The jury were impressed by the strong execution and the thorough evaluation and measurement throughout. A rare and beautiful example of collaboration at its best.”

Strategic Thinking Grand Prix: ‘How can a country exist without land?’ for the Government of Tuvalu by The Monkeys, part of Accenture Song, Sydney, Australia

The global campaign for the small island nation of Tuvalu helped elevate it from being a helpless victim of global warming, to becoming a global leader driving meaningful change, by presenting a view of the future: Tuvalu would become the world’s First Digital Nation. The campaign reached more than 2bn people across 358 global news outlets, and 10 nations will recognise Tuvalu’s sovereignty should it lose all physical territory.

Bhaskar Choudhuri, Chief Marketing Officer, Lenovo – India, said: “This campaign is about fighting an existential cause, to keep a nation and its memory alive (even when it physically ceases to exist). What the Government of Tuvalu achieved, in terms of impact amongst policy makers is commendable! The brave, unapologetic approach of this campaign is something that makes it stand head and shoulders above everything that I’ve experienced in the last year.”

Use of Data Grand Prix: ‘Democratising technology to help farmers fight climate change’ for Lay’s by Leo Burnett, Mumbai, India

To grow preference and penetration in India, potato chip manufacturer Lay’s created a data-driven initiative to protect its supply chain by helping farmers identify and respond to weather hazards to prevent crop loss. As a result, potato yields increased by 25%, boosting farmers’ income by $55/acre; preference grew 10bps and penetration grew by 8bps.

Sindhuja Rai, CEO, Wavemaker – Singapore, said: “The Lay’s campaign is a powerful concept – leveraging their data has driven immediate value for farmers in their supply chain, but the potential if this technology were cascaded across the globe is immense. They Defined the objectives clearly and over-delivered on almost all KPIs. That, and the greater good this could do for humanity, made this a clear Grand Prix winner.”

The Grands Prix winners were first revealed today via The Effectiveness Show part one. The Effectiveness Show part two will include interviews and insights from the Grand Prix winners, and will be available on 27 June.

This year’s awards saw a total of 92 winners with 36 bronze, 34 silver, 22 gold awards presented across 5 regional awards shows and 6 Global Grands Prix. No Grands Prix were awarded in the Brand Purpose, Business-to-Business, Channel Integration, Channel Pioneer, Customer Experience nor Path to Purchase categories.

The WARC Awards 2025 will open for entries on 3 September. Register your interest.

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Sierra Leone’s PDSL to Host Strategic Investor Roundtable at Paris Energy Forum

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The Petroleum Directorate of Sierra Leone will lead a targeted roundtable at Invest in African Energy 2026, spotlighting upstream potential and cross-regional partnerships

PARIS, France, March 24, 2026/APO Group/ –The Petroleum Directorate of Sierra Leone (PDSL) is set to convene an investor roundtable at Invest in African Energy (IAE) Forum 2026 in Paris, underscoring growing interest in West and North African energy markets and the need for deeper capital engagement across exploration, renewable and offshore services. The session reflects a strategic effort by Sierra Leone to connect its emerging upstream prospects with established operators and project developers as the country moves to unlock the full potential of its emerging oil and gas industry.

 

Sierra Leone is increasingly positioning itself as a frontier oil and gas market with significant offshore potential, and part of the PDSL’s mandate is to catalyze investment interest in its offshore acreage through direct engagement with global capital. Recent data suggest the country holds estimated recoverable resources in the tens of billions of barrels, backed by discoveries and extensive multi‑client seismic datasets that prospective investors are evaluating. The PDSL is actively promoting licensing opportunities and drilling plans, emphasizing fiscal terms and exploration readiness to attract strategic partners.

 

A cornerstone of this strategy is the anticipated launch of the country’s sixth licensing round. Offering a rare early-entry opportunity into a largely untapped deepwater terrain with considerable upside, the upcoming bid round is backed by fresh 3D datasets which de-risk exploration and support new drilling campaigns. Just this month, GeoPartners announced that the final Pre-Stack Time Migration data for its recently acquired 3D multi-client seismic survey in the country was complete and is now available for licensing. The dataset provides a 3D window into the hydrocarbon potential of the underexplored northern Sierra Leone region.

 

Sierra Leone’s licensing drive comes as major operators advance exploration activities. In 2025, Eni signed a Reconnaissance Permit Agreement with the PDSL, securing rights to conduct reconnaissance and technical evaluation activities across offshore blocks G113, G129, G130, G131 and G132. The acreage covers 6,790 square kilometers within Sierra Leone’s territorial waters. Nigeria’s F.A. Oil Limited is pursuing drilling following its award of six offshore blocks through the country’s fifth licensing round in 2023. The company is currently seeking a farm-in partner to advance the project from exploration to production, offering a 40% stake in each of the G Blocks 53, 54, 55, 71, 72 and 73.

 

As these development unfold, the upcoming roundtable at IAE 2026 offers a unique opportunity for operators and policymakers to engage potential investors. The IAE 2026 Forum has become a strategic bridge between African upstream opportunities and global investors, with sessions like the PDSL roundtable designed to foster deeper dialogue and provide clarity on project pipelines and investment prerequisites. Discussions are expected to cover mechanisms for de‑risking exploration activity, optimizing fiscal and contractual frameworks and identifying synergies between hydrocarbon investment and renewable energy commitments.

 

For investors seeking differentiated exposure to African energy markets, the Sierra Leone roundtable represents both a focused exploration of frontier oil potential and a broader conversation about regional infrastructure, partnerships and the evolving demands of energy capital in the years ahead.

 

IAE 2026 (www.Invest-Africa-Energy.com) is an exclusive forum designed to connect African energy markets with global investors, serving as a key platform for deal-making in the lead-up to African Energy Week. Scheduled for April 22–23, 2026, in Paris, the event will provide delegates with two days of in-depth engagement with industry experts, project developers, investors and policymakers. For more information, visit www.Invest-Africa-Energy.com. To sponsor or register as a delegate, please contact sales@energycapitalpower.com

 

Distributed by APO Group on behalf of Energy Capital & Power.

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Cape Town Prepares for African Mining Week 2026 as Draft Program Reveals Continent’s Mineral Drive

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African Mining Week returns for its 2026 edition with an expanded three-day program, bringing together African mining leaders and global partners to shape the future of the continent’s mining sector

CAPE TOWN, South Africa, March 24, 2026/APO Group/ –Global economic trends – from record-breaking commodity prices to intensifying geopolitical competition for resources – are reshaping the strategic importance of Africa’s mineral wealth. As global countries race to secure supply chains for energy transition metals – which are expected to triple by 2030 – Africa is positioning its 30% share of the world’s critical minerals as a key pillar of economic growth. African governments are modernizing mining codes, developing industrial corridors and investing in mineral processing facilities to support local beneficiation, job creation, workforce development and regional mineral markets.

 

Against this backdrop, the upcoming African Mining Week (AMW) Conference & Exhibition – Africa’s premier gathering for mining stakeholders – has launched the draft program for its 2026 edition {https://apo-opa.co/3NneKLj}. Scheduled to take place October 14–16 in Cape Town, the event provides a platform where policymakers, global investors, project operators, technology providers, academia and mining service companies examine Africa’s mining opportunities, challenges and long-term strategic direction.

Under the theme ‘Mining the Future: Unearthing Africa’s Full Mineral Value’, the three-day, multi-track agenda reflects the growing urgency among African markets to strengthen value addition across the mining value chain.

Regional Cooperation and Policy Alignment in Focus

A key feature of the agenda is the Ministerial Forum, where African mining ministers will provide updates on regulatory reforms and policy alignment initiatives aimed at unlocking greater value from the continent’s mineral resources. Discussions will examine how harmonized regulatory frameworks and regional cooperation can accelerate investment flows and strengthen Africa’s position in global mineral supply chains.

The inclusion of regional policy integration reflects a growing continental push to leverage frameworks such as the African Continental Free Trade Area (AfCFTA) to enhance cross-border mineral cooperation and trade.

We are acting to enhance regional integration through frameworks such as the African Mining Vision and the Africa Mineral Strategy Group

“Africa’s integration is not only a political objective but a strategic economic vision,” stated Emmanuel Armah-Kofi Buah, Ghana’s Minister of Lands and Natural Resources, in remarks reported by Energy Capital & Power – organizers of AMW – in February 2026. “Our natural resources require coordinated policies. Isolated legal frameworks cannot fully unlock their value. Through integration and initiatives such as the ECOWAS [Economic Community of West African States] Mining Code and the African Mining Vision, we can build a stronger and more competitive mineral economy.”

Nigeria’s Minister of Solid Minerals Development, Henry Alake, echoed this emphasis on regional cooperation and beneficiation.

“We are acting to enhance regional integration through frameworks such as the African Mining Vision and the Africa Mineral Strategy Group,” he stated. “We must develop mineral corridors that connect resources, infrastructure and markets across the continent. Our goal is not to simply export raw materials, but to develop industrial hubs that create jobs and value across borders.”

Connecting Global Investors with African Opportunities

Strategic roundtables and Country Focus sessions form a key part of the AMW 2026 program, connecting African mining jurisdictions with international partners from the U.S, Europe, the Middle East and China. These sessions will provide African stakeholders with a platform to showcase exploration opportunities and project pipelines across the mining value chain.

Meanwhile, technical workshops and the exhibition floor at AMW 2026 will provide a platform for equipment manufacturers, technology providers and engineering firms to showcase innovations designed to enhance operational performance across mining operations.

By combining high-level policy dialogue with technical expertise and investment matchmaking, AMW 2026 positions itself as a critical marketplace where Africa’s mineral potential converges with global capital, technology and strategic partnerships – helping shape the next phase of growth for the continent’s mining sector.

AMW serves as a premier platform for exploring the full spectrum of mining opportunities across Africa. The event is held alongside the African Energy Week: Invest in African Energies 2026 conference from October 12-16 in Cape Town. Sponsors, exhibitors and delegates can learn more by contacting sales@energycapitalpower.com.

Distributed by APO Group on behalf of Energy Capital & Power.

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Tony Elumelu Foundation Selects Seven North African Entrepreneurs in 2026 Cohort

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Seven North African entrepreneurs in technology, education, professional services and agriculture selected from 265,000 applications at historic Abuja ceremony

Hope is not just a feeling — it is a system we can build

ABUJA, Nigeria, March 24, 2026/APO Group/ —
  • 7 North African entrepreneurs selected from Morocco, Tunisia and Egypt
  • 51% of the 2026 cohort are women, all selected purely on merit, without any quota in place
  • 3,200 total entrepreneurs selected from 265,000+ applications across 54 African countries
  • USD 5,000 in non-refundable seed capital for each selected entrepreneur
  • Selection conducted independently by Ernst & Young

 

The Tony Elumelu Foundation (TEF) (www.TonyElumeluFoundation.org), the leading philanthropy empowering young African entrepreneurs, announced on Sunday, 22 March 2026 the 12th cohort of the TEF Entrepreneurship Programme at a ceremony held at the Transcorp Hilton, Abuja. The announcement was made by Founder Tony O. Elumelu, C.F.R.

 

Among the 3,200 entrepreneurs selected from 265,000 applications received from all 54 African countries: seven from North Africa. Three from Tunisia, two from Morocco, two from Egypt. Spanning technology, education, professional services and agribusiness, they represent a generation of North African founders building businesses that address the urgent needs of their communities. Their selection, which was conducted independently by Ernst & Young, places them among the most rigorously assessed young entrepreneurs on the continent.

 

This year’s cohort carries a historic signal: 51 percent of the 2026 entrepreneurs are women. They were selected purely on merit, without quota. Across hundreds of thousands of applications, women distinguished themselves through the strength of their ideas, the clarity of their business models and the ambition of their vision.

 

In 2026, the Foundation is empowering a total of 3,200 entrepreneurs across all its entrepreneurship programmes:

 

  • 1,751 entrepreneurs through Heirs Holdings Group: Heirs Energies, Transcorp Power, Transcorp Hotels, and United Capital;
  • 1,049 entrepreneurs in partnership with the European Commission, OACPS, BMZ and GIZ;
  • 100 entrepreneurs in partnership with Sèmè City Development Agency;
  • 100 entrepreneurs in partnership with DEG, the German Development Agency;
  • 100 entrepreneurs in partnership with the IKEA FoundationUNICEF’s Generation Unlimited and the Dutch Government; and
  • 100 entrepreneurs in partnership with UNDP and the Rwandan Ministry of Youth and Arts.

 

 

Each selected Tony Elumelu Entrepreneur will receive USD 5,000 in non-refundable seed capital, access to world-class business management training on TEFConnect, one-on-one mentorship, and entry into a powerful network of investors, partners and fellow entrepreneurs.

 

In his annual letter (https://apo-opa.co/4uOFepM), “A Story of Hope,” Tony O. Elumelu, C.F.R., Founder of the Tony Elumelu Foundation, shared a powerful message to the new cohort:

 

“For a long time, I believed luck was something that simply happened to you. Then I came to understand: luck can be engineered. Opportunity can be democratised. Hope is not just a feeling — it is a system we can build.” — Tony O. Elumelu, C.F.R., Founder, Tony Elumelu Foundation — 2026 Annual Letter

 

The Tony Elumelu Foundation has empowered over 2.5 million young Africans with access to business management training on TEFConnect (https://TEFConnect.com), and disbursed over USD 100 million in seed capital to more than 24,000 selected entrepreneurs.

 

Collectively, these entrepreneurs have generated USD 4.2 billion in revenue and created more than 1.5 million direct and indirect jobs. Through its support for African entrepreneurs, TEF has lifted 2.1 million Africans above the poverty line and positively impacted more than 4 million African households, with 46% of supported entrepreneurs being African women. Eighty percent of TEF-supported businesses survive and scale, against a global average of ten to twenty percent.

 

 

The announcement ceremony was broadcast live in English (https://apo-opa.co/3PWLiML), French (https://apo-opa.co/3PWLiML), Portuguese (https://apo-opa.co/4t4Y7Da) and Arabic (https://apo-opa.co/4bYHlQl).

 

Distributed by APO Group on behalf of The Tony Elumelu Foundation.

 

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