APG Creative Strategy Awards 2027

'Every Flavour of Strategy’ is back

Every Flavour of Strategy - is the theme for the awards. It defines just how vibrant, diverse, innovative, open and global creative strategy is now, and recognises that creative strategy is no longer limited to a narrow part of the agency world but has made its way into every corner of marketing and advertising.

In 2025 this theme generated not only a record number of entries but also the most wonderfully eclectic collection of entries the APG Creative Strategy Awards has ever received.

So we’re doubling down: Every flavour of strategy is back!

Every Flavour means once again showcasing the beautiful range of creative strategy that today's brand and communications landscape entails regardless of its place of origin

Of Strategy means sharing and highlighting the brilliant strategic thinking that went into it. The depth and nuance of how you understood your audience and how your insight(s) changed the game. The brutal discipline and thoughtful sacrifice. We want to know what options you walked away from to make the strategy better as much as we want to know what you did.

And we want the truth. The real life messiness that, despite everything, yielded something great.

One of the things I most love about the APG is that one of its objectives when it launched in the late 1960s was to help a handful of pioneering planners to “huddle together for warmth.”

The APG Creative Strategy Awards is the purest form of that. We want Every Flavour of Strategy to be a glorious celebration of our huddle growing ever bigger.

David Wilding

Chair of Judges, APG Awards 2027

Strategist at WPP Media