The WARC Awards scheme is a global search for next-generation marketing effectiveness, and the winning papers can be read in full on the Awards website.

In the Effective Use of Content Category, the Grand Prix went to a campaign by UM Malaysia/Ensemble for KFC Malaysia. Stealing a burger-march on McDonald’s using real-time data used programmatic technology to create and distribute content to millennials to launch its Hot and Cheezy burger and outperform targets by 50%.

Read the full story here