The Account Planning Group

2007 APG Creative Strategy Awards

Planning's Big Night Out was on Monday 12th November

The Shortlisting Panel had worked through the 124 entries. The 23 winning authors had made their presentations to the judges. And then on the night, 250 of planning's finest gathered at the Lindley Hall to learn who had won what...

~ CATEGORY PRIZES ~

Product Brands over £3m

Gold - Lucozade Sport: Richard Storey of M&C Saatchi

Gold - Birds Eye: Steve Mustarde of Bartle Bogle Hegarty

Silver - Lurpak: Matt Boffey of Wieden & Kennedy (London)

Bronze - Xbox: Mark Brown, Steven Hess and David Howlett of Weapon7

International
Silver - The Learning Channel: Katherine Wintsch of The Martin Agency

Silver - Wash and Go: Elena Ionita and Razvan Matasel of Leo Burnett & Target SA

Bronze - Yahoo: Frank Bethel, Olly Taylor and Simon Wasseff of Host

Product brands under £3m
Gold - Corsodyl: Cressida O'Shea of Grey London

Bronze - Lucozade Hydro Active: Jacqueline Biggs and Anna Donaghey of M&C Saatchi, and Jon Wyatt of Fast Track

Bronze - Heinz Salad Cream: Peter Wilson, Jay Phillips, Neil Clarke and Edward Rogers of McCann Erickson

Service brands
Gold - Sainsbury's: Craig Mawdsley of Abbott Mead Vickers BBDO

Silver - AOL: Emma Batho and Simon White of Grey London

Bronze - McDonald's: Tania Forester of TBWALondon

Bronze - Orange World: Steve Martin and Matt Willifer of M&C Saatchi

Public Service and Charity
Gold - Tate Modern: Matt Springate of Fallon

Silver - Tate Britain: Matt Springate of Fallon

Silver - Transport for London – Motorbikes: Rohini Pahl of M&C Saatchi

Bronze - BBC Radio 1: Tim Millar of Agency Republic

Multimarket
Gold - Coca Cola Classic: Laurence Horner of Wieden & Kennedy Amsterdam, Scott Cromer of Wieden & Kennedy Portland, and Ivan Wicksteed and Peter Schelstraete of Coca Cola

Gold - Lynx/Axe: Gavin May of Bartle Bogle Hegarty

Silver - Kleenex: Angela Morris of JWT

Silver - Nike Air Max: Dave Cobban of Wieden & Kennedy (Amsterdam) and Adam Collins of Nike

Bronze - Nike Women's Dance: Dave Cobban of Wieden & Kennedy (Amsterdam)

~ SPECIAL PRIZES ~
Best creative brief sponsored by The Mellor Partnership
Nike Air Max: Dave Cobban of Wieden & Kennedy (Amsterdam) and Adam Collins of Nike

Best use of research sponsored by World Advertising Research Center
Wash and Go: Elena Ionita and Razvan Matasel of Leo Burnett & Target SA

Best consumer insight
Corsodyl: Cressida O'Shea of Grey London

Best channel strategy sponsored by Newspaper Marketing Agency
Home Office – Street Prostitution: Megan Thompson of RKCR/Y&R

Best contribution to the theory and practice of planning sponsored by Denise Williams Executive Recruitment
Coca Cola Classic: Laurence Horner of Wieden & Kennedy Amsterdam, Scott Cromer of Wieden & Kennedy Portland, and Ivan Wicksteed and Peter Schelstraete of Coca Cola

Best campaign from an agency outside Campaign’s top 30 advertising agencies
BBC Radio 1: Tim Millar of Agency Republic

The Stephen King Trophy for Strategic Agency of the Year

was awarded jointly to M&C Saatchi and Wieden & Kennedy (Amsterdam)

The Grand Prix and £10,000 prize money sponsored by 2CV

went to Craig Mawdsley of Abbott Mead Vickers BBDO, for Sainsbury's

1. Entrants must be members of the APG. If there is more than one author at least one must be an APG member. For entrants from outside the UK the entry fee includes one year’s membership of the UK APG.

2. The APG member(s) must be the presenter(s) to the final jury if the paper is shortlisted.

3. The written entry must not exceed 2000 words. This should be considered a maximum rather than a requirement. Please state your word count.

4. Whilst you may include other evidence in addition to the creative work - such as video clips, links to online activity etc - a written paper is mandatory. As far as possible ensure that your written paper has bound-in copies of the creative work and of the creative brief.

5. You must provide a separate summary of the thinking in the paper of no more than 200 words. This summary should be bound into your paper after your title page.

6. Your entry must be signed off by the senior management of all the companies involved in the submission and by your client. You must send these approvals with your entry, using the entry form.

7. Someone who has left an agency may write a paper under their own name on behalf of that agency, subject to agency and client approval.

8. An agency may submit a paper if the client has since left the agency, provided they have approval and sign-off from that client

9. An agency may submit a paper if the person who did the thinking does not currently work for them, provided that that person agrees to the entry and is fully credited.

10. An agency may enter jointly with another agency and such collaboration is encouraged.

11. For winning papers, the Award trophy will be presented to the principal author. Co-authors and contributing thinkers will be credited and will have the option of purchasing further Award trophies.

12. You may submit your paper into only one of the six categories. You must clearly nominate the category on the entry form and on the front cover of your paper. The APG reserves the right to reallocate entries to alternative categories.

13. The creative work must have appeared in market between 1st April 2005 and 1st June 2007.

14. For papers in the multi-market category, one of the markets must be the UK

15. For papers in the new "International" category the work must not have appeared in the UK and the strategy should be different to that pursued by the brand, if it exists, in the UK. The paper must be in English and suitable translations of the work provided to allow English speakers to judge the entry. If shortlisted, entrants will be expected to present their case in person to the Jury in London in early September although in exceptional circumstances an alternative may be considered.

16. The special prize for agencies outside Campaign’s top 30 list will be open only to agencies who meet this criterion according to the rankings published by Campaign in February 2007.

17. A/V creative work should be supplied on DVD or CD, or be available to view or listen to online.

18. You must submit eleven written copies of your paper and a disk containing two electronic versions, one as a Microsoft Word file and one as an ASCII (text only) file. As far as possible ensure that the electronic files contain everything that appears in the written paper, ie references of creative work, the creative brief etc.

19. World copyright of each entry will pass to the APG and it is the responsibility of the author(s) to ensure that the approvals supplied under Rule 6 are adequate for this purpose.

20. Shortlisted papers will be published in APG Strategic Planning Awards Volume 8. The APG will call on shortlisted entrants to supply high quality reference materials for publication and for exhibition purposes.

21. Amendments to these rules, if any, will be published on the APG website: www.apg.org.uk

22. Each entry must be accompanied by an entry form and payment of the fee of £558.13 per entry (£475+vat). A VAT receipt will be issued. Multiple entries may be paid for by one cheque. A discount of ten percent may be deducted by agencies making ten or more entries. Cheques must be payable to "Account Planning Group" and fees must be paid in pounds sterling. Entry fees may be transferred directly to the APG's bank account, in which case transfer must be completed prior to the closing date. Bank details available on request from mail@apg.org.uk.

23. Entries must be delivered by 12 noon on 1st June 2007 to Account Planning Group, 16 Creighton Avenue, London N10 1NU Tel 020 8444 3692. For details of alternative drop-off point in central London see Rule 24.

24. Entries may be delivered to the reception desk at M&C Saatchi, 36 Golden Square, London, W1F 9EE. If this facility is used, note the following:
(a) Entries must be delivered between 9.15am and 12noon on 1st June 2007.
(b) No record will be kept by M&C Saatchi of the entries delivered. So, to enable us to check that all entries are accounted for, please email APG to tell us of your delivery. State author, agency, name of campaign. Email steve@apg.org.uk

(c) Deliveries should be clearly marked APG AWARDS.
(d) Deliveries arriving after 12.10pm will be turned away and no responsibility will be accepted by APG or M&C Saatchi for the return of such entries. Ensure your courier is instructed accordingly.

Entry Form

click here to download as Word doc click here to download as PDF file

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The launch

Here's a summary of the main points covered at the launch on 26th February (full rules below).

~ Deadline for entries 1st June 2007. All work should have appeared in market between 1st April 2005 and that date.

~ No more highly commended prizes, instead all shortlisted entries will be awarded either a bronze, silver or gold category award.

~ We are inaugurating an award for the Stephen King Strategy Agency of the Year in honour of the co-founder of the planning discipline. This will be awarded to the agency that shows the best overall performance across all their shortlisted papers.

~ Categories remain the same except that we are losing the category of 'new brands and advertisers' and introducing a second international category. This is for work on international brands outside the UK and is for our membership in other markets. This will be the first time anyone has tried to showcase the best creative strategy happening anywhere on earth.

~ We've relaxed the rules about authorship (the awards are for great thinking and not great planners), while clearing up the issue of results – we like them.

~ £10,000 cash prize for the Grand Prix winner.

We'll announce the timing of the coaching that will be on offer to potential paper-writers. We are sure these changes will keep the APG Creative Strategy Awards relevant to you, your agency and your clients.

Richard Huntington
Chair of Judges

Here are the dates
- coaching sessions: April, May
- deadline for entries 1st June 2007
- announcement of shortlist: August
- presentations to judges: 10th and 11th September 2007
- Awards event: 12th November 2007

Richard

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Practical tips for success

At the APG evening meeting on 25th April at McCanns Nikki Crumpton and Matt Willifer shared some valuable and highly practical tips to help bring you closer to a prize in this year's Awards. Nikki was convener of the 2005 APG Awards shortlisting panel and Matt will be convener of this year's shortlisting panel. (See below for this year's panel in full.) And they reminded us that if you win the Grand Prix winner you'll collect 10,000 pounds; and the agency with the best overall performance will win the 'Stephen King Strategy Agency of the Year' award. Even if you don't win the Grand Prix, being shortlisted in the APG Awards means you've won a prize and can be a significant career benefit.

click here for Matt's 10 tips click here for Nikki's 10 tips