APG Arrive & Thrive 'Hands-on Strategy Lab'

On Tuesday, over 40 new and aspiring strategists braved the tube strikes and battled it out at APG Arrive and Thrive's first Strategy Lab event at AMV BBDO. 

We set a real client brief for Comfort and gave them an hour to crack it. In teams supported by a strategy mentor, they had to find some compelling insights, develop a one page brief and then pitch it in 2 minutes to the actual client Jennifer Fawdrey, CCO of Leo Burnett, Mark Elwood, CSO of AMV and APG Co-chair, Jo Arden and myself. So no pressure!

The teams did an amazing job. We had some genuinely powerful and interesting insights (which were all very different, showing that there is never one right answer!) and great propositions. We also loved the energy and sparkle that the teams brought to the process.

The winning team

A big congratulations to our winners, Team 1, who identified the opportunity of 'sensory breaks' for Gen-Z as a way of driving consideration for Comfort.

Despite all the doom and gloom in the industry, it makes you realise the future of strategy is in safe hands.

Thank you to our mentors: Joe Crust, Louise Davis, Adam Jones, Samaneh Zamani, Jack Lewis-Barcley, Lotte Jones, Joe Percy, and Priscilla Britton.

And to our Arrive & Thrive partner, Gillian Morrison.

Charlotte Mulley

Head of Strategy at MullenLowe London

APG Arrive and Thrive in Partnership with Gillian Morrison Strategy