APG Creative Strategy Awards 2023

We are delighted to announce the winners for the 2023 APG Creative Strategy Awards.

The Planning team at Leo Burnett carried away the Grand Prix for McDonald’s ‘Raise Your Arches’; a spectacular demonstration of transformational creative strategy.

adam&eveDDB were crowned Stephen King Strategy Agency of the year.

In the year where we had the highest ever number of entries, it’s a real accolade to win a prize and the winning cases are brilliant.

And if you’re an APG member you can read the cases on Think Tank.

Grand Prix

Strategy Agency of the Year

Grand Prix

Grand Prix

McDonald's

The Brains Behind The Brows

Planned by:

Joe Beveridge, Tom Sussman & Mike Treharne

Agency:

Leo Burnett

Prize for Best Insight

Stephen King Strategy Agency of the Year

SAOY

The Stephen King Strategy Agency of the Year Award is given to the agency with the best overall performance, calculated from points for each award earned.

For 2023, the prize was awarded to:

adam&eveDDB

Gold

CALM x ITV

The Last Photo: How Planning Changed the Face of Suicide Awareness

Planned by:

Will Grundy & James MacAskill

Agency:

adam&eveDDB

MINI

Why MINI opened its doors to paws.

Planned by:

Jonny Ewles, Rebecca Brett & Catherine Willoughby

Agency:

Media Monks

Replens

Sex Never Gets Old: The Power of Noticing

Planned by:

Kit Altin & Bruno Carramaschi

Agency:

The Gate London

Flora Plant

Flora Plant B+tter. Challenging the norm.

Planned by:

Joan Devereux

Agency:

Pablo

Partners Life

The Eulogy of ‘The Last Performance’

Planned by:

Rory Gallery, Jolene D'Souza & Emily Harlock

Agency:

Special, New Zealand

Silver

Butlin's

How Butlin’s stepped off the stage to become a star

Planned by:

Nic Willison, Joe Beveridge, Mike Treharne & Tom Sussman

Agency:

Leo Burnett

Macmillan Cancer Support

Doing whatever it takes

Planned by:

Sam Williams & Tom White

Agency:

AMV BBDO

Cadbury Dairy Milk Fingers

CYNICISM: HELP OR HINDRANCE? How cynicism helped Cadbury Fingers encourage the nation to learn some British Sign Language

Planned by:

Xanthe Fuller & Andy Nicholls

Agency:

VCCP

Schmackos

Sales Go Wacko for Schmackos

Planned by:

Jack Spicer

Agency:

adam&eveDDB

Bronze

Boots & No7

Boots Menopause: Real Change Comes From Within

Planned by:

Marsha Tunkel-Somers, Anna Vogt & Chris Baker

Agency:

VMLY&R, The Pharm

Hey Girls

Seeing Red

Planned by:

Milla McPhee

Agency:

adam&eveDDB

Mayor of London

Having a Word with Men: How two strategists unravelled the male psyche to tackle violence against women and girls in London

Planned by:

Bianca Novaes & Tara Austin

Agency:

Ogilvy UK

Müller Corner

You say it best when you say nothing at all: Adopting the Ronan Keating approach to reviving an icon

Planned by:

Luke Stockil

Agency:

VCCP

Tesco Mobile

How an underdog took on the category bullies by weaponising pasta

Planned by:

Richard Madden & Alex Elder (BBH)

Rachel Swift, Emma Herridge & Zea Westwick (Tesco Mobile)

Agency:

BBH

EA SPORTS FIFA

Tackling the biggest anomaly in football

Planned by:

David Mortimer

Agency:

adam&eveDDB

International Paralympic Committee

#WeThe15: The story of the biggest human rights movement for persons with disabilities in history.

Planned by:

Lisa Stoney, Liora Ingram, Sarah Benson, Claire Strickett, Craig Spence, Will Grundy & Milla McPhee

Agency:

adam&eveDDB

Microsoft

The Future of Work

Planned by:

Martijn Nieuwenhuis

Agency:

Edelman, The Netherlands

Relate

How not beating around the bush got the over 65s to talk about STIs

Planned by:

Rob Sandford

Agency:

Ogilvy UK

Vitalon Foods

Super Supau - The sports drink that sponsored a pilgrimage

Planned by:

Kimmy Lin

Agency:

Zenith, Taiwan

APG Long Term Thinking Category

Long Term Thinking

This is for a campaign that has run for 5 years or more and is still running. It awards the strategic thinking that has successfully and actively guided the brand or business over that time.

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