APG Creative Strategy Awards 2019

In association with Google

Thank you to all of you who entered the APG Creative Strategy Awards this year and for contributing to an amazing body of thinking. The standard was very high. We began with 117 papers and have shortlisted 27 wonderful examples of pure creative strategy. That includes four brilliant examples of long term strategic thinking, reflecting the valuable contribution that planners make to brands over time. 

We are delighted to announce the winners.

Gold & Grand Prix

 
  • Bodyform/Libresse

    There will be blood. And vulvas.

    Planned by:

    Margaux Revol & Bridget Angear

    Agency:

    AMV BBDO

    Google Special Prize for Creative Bravery

Stephen King Strategy Agency of the Year

 
Won jointly by Mother London and adam&eveDDB
 

Gold

Dosist

5,000 Years In The Making

Planned by:

Gareth Goodall, Tara Goutermout

& Jason Deland

Agency:

Anomaly New York

KFC - New Fries

Haters Gonna Hate, Use Them As Bait. KFC's New Fries Campaign

Planned by:

Pippa Morris, Vairi MacLennan, Tatiana Jezierski & Chris Gallery

Agency:

Mother London

Mothercare

How we put care for parents back at the heart of Mothercare

Planned by:

Chris Turner & Ali Wynter

Agency:

mcgarrybowen

FIFA

How Planning Changed the Game

Planned by:

Martin Beverley & David Mortimer

Agency:

adam&eveDDB

Marmite

The Marmite Gene Project

Planned by:

Martin Beverley & Will Grundy

Agency:

adam&eveDDB

Which?

From Kettle Reviews to Fake News: The Re-invention of Which?

Planned by:

Bhavin Pabari & Matt Gladstone

Agency:

GREY London

Silver

 

C.A.L.M.

The Picture Worth A Thousand Ads: How briefing for an image, not an idea, transformed the way the UK treats male suicide

Planned by:

Will Grundy

Agency:

adam&eveDDB

Ella's Kitchen

Owning a lifestage

Planned by:

Clare Hutchinson & Clare Phayer

Agency:

Havas London

Greenpeace

There’s a Rang-tan in Our Awards Entry: How We Took Palm Oil from Obscurity to Centre Stage

Planned by:

Marcus Watson & Katie Mackay-Sinclair

Agency:

Mother London

Optrex

From 'Dry Eye' To 'Screen Eyes'

Planned by:

Jenika Hadipour

Agency:

Havas London

Capita for the British Army

Who Dares Wins: An Unexpected Approach to Army Recruitment

Planned by:

Rhonwen Lally & Matthew Waksman

Agency:

Karmarama

The Global Fund

Moralising Fast and Slow - How we Deployed ‘The Archers of Africa’ to Dissipate Prejudice

Planned by:

Sarah Streator Brown and Richard Storey

Agency:

M&C Saatchi

HSBC

A global citizen rediscovers its voice in a changing Britain

Planned by:

Omar El-Gammal & Eleanor Metcalf

Agency:

JWT London

Skittles

How we earned Pride of place on supermarket shelves

Planned by:

David Mortimer

Agency:

adam&eveDDB

Bronze

 

COLLUSION

Strategy for the coming age

Planned by:

Lucy Jameson (Uncommon); Melissa Reeve (COLLUSION); Sarah Booth (ASOS); Sally Weavers (Craft Media); Joanna Trippett (Byte); Sophie Jewes (Starworks)

Agency:

Uncommon Creative Studio

KFC - Crisis to Comeback

How strategy led KFC from crisis to comeback

Planned by:

Shaun Murphy, Neasa McGuinness, Pippa Morris & Chris Gallery

Agency:

Mother London

The Trash Isles

Ensuring the world’s first country made of trash is its last

Planned by:

Rob Sellars, Alaina Crystal & Craig Mawdsley

Agency:

AMV BBDO

Tide

#Tide ad: How a detergent won the superbowl

Planned by:

Wanda Pogue & Nayantara Mukherji

Agency:

Saatchi & Saatchi NY

ellaOne

How role play transformed the morning after

Planned by:

May Leen Wong & Janet Ma

Agency:

Havas London

National Safety Council

Stopping Everyday Killers

Planned by:

Lauren Brown & Larry Gies

Agency:

Energy BBDO

The United Nations

Putting the world's people back at the heart of the United Nations

Planned by:

Aisling Ryan, Gemma Bardsley, Claire Brayshay, Alex Bousquet-Chavanne & Amy Gilmore

Agency:

GREY London

Yorkshire Tea

Planning done proper - The story of the Yorkshire Tea campaign

Planned by:

Loz Horner

Agency:

Yorkshire Tea

APG Long Term Thinking Category

 

in association with

Audi

Remixing Audi to Hit the Top Spot

Planned by:

Tom Patterson, Will Lion, Thomas Gwin, Sofia Bodger & Ben Shaw

Agency:

BBH

IKEA

The Wonderful Everyday - Six years and counting

Planned by:

Kieran Bradshaw & Katie Mackay-Sinclair

Agency:

Mother London

Change4Life

Undoing Difficult

Planned by:

Richard Storey, Frances Docx & Rachel Pearson

Agency:

M&C Saatchi

Snickers

You're not you when you're hungry

Planned by:

Elly Fenlon, Alaina Crystal and James Miller

Agency:

AMV BBDO

Special Prizes and Sponsors

 
Google Prize for Creative Bravery
Margaux Revol & Bridget Angear of AMV BBDO for Bodyform/Libresse
Denise Williams Prize for Best Performance in front of the Judges​
Bhavin Pabari of GREY London for Which?
Nursery Prize for Brand Development
Gareth Goodall, Tara Goutermout & Jason Deland of Anomaly New York for Dosist
Firefish Award for Unconventional Thinking
Pippa Morris, Vairi MacLennan, Tatiana Jezierski & Chris Gallery of Mother London for KFC - New Fries
Prize for Social Impact
Richard Storey, Frances Docx & Rachel Pearson of M&C Saatchi for Change 4 Life
Best Written Paper
Clare Hutchinson & Clare Phayer of Havas London for Ella's Kitchen

Photo Gallery

 
For 25 years the APG has celebrated and recognised the very best in creative strategy: Strategy that has defined and redefined brands, unlocked growth, and changed behaviour through the sheer creative brilliance of thought, output and outcome.

 

For the 2019 Awards, we are celebrating Creative Strategy at its purest.  ‘Creative Strategy’ is the theme for the awards. We’re looking for the most exciting, the most ‘I wish I’d done that’, creatively inspiring thinking on the planet.

 

  • Ideas not tactics

  • Core not incidental

  • Inspiring not dead ended

  • Hard to do not nothing at risk

  • Diverse in nature and not ads for ads sake

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