What is happening with effectiveness? Is it still a core part of strategy in agencies?

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We bring together 5 brilliant minds representing the different perspectives to ask them what is going on, what we can do better and how we fix a system that is fundamental to the strategy discipline. 

‘Fame’ is one of the most talked about and most referenced communications ideas in our industry. It makes daily appearances on briefs, full of passionate ambition but often with little guidance about how you achieve fame at all.

At Noisy Thinking, we aim to give knotty subjects like fame a good airing by inviting speakers who can give us a new perspective, as well as experts from our world who have advice and frameworks for understanding it better.

The APG Arrive and Thrive is about bringing people together and helping them navigate a mysterious and sometimes alien world.

At a live event in London last week, we asked 5 very senior strategists, who have important roles in the industry, what advice they would give young people trying to find a way in.

As the Chair of Judges for the APG Creative Strategy Awards 2025, I am thrilled to announce that this year we want to welcome entries from as far and wide as possible - to broaden out the awards so they truly represent and celebrate every flavour of strategy.

From utopian to dystopian scenarios, the APG is working with planners, internationally, to game out what the possibilities might be and how we can get there.

40 aspiring and young strategists x 9 strategy leaders = a brilliant evening of chat, advice, new ideas, and new connections made. 

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I was so impressed by the enthusiasm and drive of the delegates to our latest ‘Arrive and Thrive’ event, where the APG aims to support young strategists, many from more disadvantaged backgrounds in their career as a strat. This evening was about discovery; what the different kinds of strategy job entail, where they lead and how to make your way in. Massive thanks to the strategy leaders (the busiest people on the planet) for giving up their evening and inspiring a new generation.

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Sarah Newman

APG Director

This is a post Tom Roach wrote after our final judging for the 2023 APG Creative Strategy Awards. It's fascinating to see the diversity of the papers that were shortlisted.

There are 151 entries to the APG Creative Strategy Awards 2025. 

The biggest number ever submitted to our awards.

And it’s more than just a big number.

It’s a giant stamp of approval for creative strategy as a discipline:

By the authors who toiled so hard to write and refine their papers.

By the agencies who support the awards because they are proud of their strategic thinking and want to showcase how it’s done.

And by their excellent clients who (sometimes reluctantly) are up for sharing their success stories. We are very grateful.  

So what happens next?

The APG Creative Strategy Awards has always celebrated strategic brilliance. For 2025, we're amplifying that mission by opening our doors wider than ever before. As Chair of The Shortlist Jury, I'm thrilled to announce not only an extraordinary panel of judges drawn from across the strategic spectrum, but also a series of exciting changes to the awards themselves - all designed to discover and celebrate strategic excellence wherever it exists.