APG Creative Strategy Awards 2015
In association with Google
For the 2015 APG Creative Strategy Awards we intend, as always, to award strategic excellence. But we also wish to showcase how strategy is changing and evolving to meet the demands of a changing and evolving world and how great strategy can be the most effective way to navigate and succeed in the new world.
So for 2015 we put an extra emphasis on 'strategies with influence'. By this, we mean:
'Cases that show the influence of strategic thinking not just on the creative idea or campaign but also show how it influenced - or continues to influence - brand, consumers, categories, employees or the wider society and world around us'
GOLD & GRAND PRIX
This Girl Can
Title: This Girl Can: giving judgement the finger
Summation: This is a campaign operating at a fundamentally cultural level; an example to every brand that the real solution to a communications problem lays in human empathy not magical technology. Peeling back barriers to enable an open and aspirational communication, this campaign not only overturned perceptions of women in sport, but women’s own perceptions of themselves, and what they can achieve. It is hard to overstate the importance of this campaign, and its influence.
Planned by: Nicola Willison and Vicki Holgate
Agency: FCB Inferno, London
Client: Sport England
Title: Luis Suarez: Brand Strategist...
Summation: This is a campaign about confidence, showing just how richly human communications around this attribute can be, when linked to sport. Leveraging a divisive sporting “hero”, Adidas built a campaign whose aim was to generate reaction. And it did. But more than that, this effortlessly culturally aware campaign tapped into a trolling kind of vibe that persists in social media today, and turned it on its head.
Planned by: Michael Barrett
Agency: iris Worldwide, London
Barclays Premier League
Title: #YouAreFootball: A new way to bring true fans closer
Summation: This is the story of how sponsorship had to get smart. It shows the move from “push” to “pull” marketing; an approach that puts the consumer, not the corporation, at the heart of the communications. This is a content strategy that really did put fans closer to football and the players, which in turn led to increased levels of trust and consideration.
Planned by: Thomas Henry
Agency: DARE, London
Articles & News
The 2015 APG Award Winners22 Oct 2015 | Sarah Newman
On Friday night the planning world glittered and sparkled with wit, strategic brilliance. The Grand Prix was won by Nicola Willison and Vicki Holgate for This Girl Can
10 GOLDEN RULES for a Strategy of Influence21 Oct 2015 | Tracey Follows
As this year's theme was 'Strategies of Influence' I thought I would set out what it takes to create, advocate and execute a Strategy of Influence