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How to Win

APG Creative Strategy Awards 2023

See below for tips and tricks from past awards winners and judges on how to write, present and win an APG Creative Strategy Award.

Click here to see more videos from our 2021 Awards.

APG Awards Launch 2023

We launched the 2023 APG Creative Strategy Awards online on 17th January.

Short, punchy and inspiring, we heard from:

They talked about the breadth of possibilities for writing papers, the best examples of creative strategy and what a really good case might look like.

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How To Get Shortlisted
How to get your paper shortlisted

Martin Beverley is Chair of the Shortlisting panel for the APG Awards in 2023 and CSO at adam&eveDDB. In this video, he talks about how to get your paper on the shortlist with tips and tricks for writing a stand-out paper and best practice examples.

Download the presentation here

How to write a winning paper
Write a winning paper

Michael Lee is Chair of the APG, CSO at VCCP and was Chair of the Awards Shortlisting Committee in 2021. He knows what makes a good paper and talks about the cases that stood out for him in 2021 and why the judges shortlisted them. He gives excellent guidance for writing your paper.

How to Present your Paper to the Final Judges

This event combines excellent advice from Chair of Judges Charlie Snow, and 3 of the winning papers from 2019, just as they presented to the final judging panel.


Capita for the British Army – Rhonwen Lally of Karmarama

KFC New Fries – Tatiana Jezierski of Mother

Marmite - Will Grundy of Adam&Eve DDB

APG 'Golden Shorts' 2021

Grand Prix Winner 2021 | Cadbury

How do you follow the ‘best ad ever’? You re-discover the brand’s roots of generosity and restore its original purpose. Planner and Author Sophie Kerbegian and Executive Creative Director, Chris Birch, generously share how planning breathed new light into Cadbury, turning around the fortunes of an iconic but ailing FMCG brand.

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