The APG Creative Strategy Awards shortlist represents the best of our discipline and aims to help us all get better.
This year we had the highest ever number of entries and the highest ever standard, making it harder than ever to make the shortlist. And a major achievement for those whose papers won through.
In fact, fewer than 1 in 5 papers were shortlisted, which we hope is some consolation to the those who weren't lucky enough to make the cut.
Building on the theme 'Creative Strategy Works', the shortlist represents an array of how creative strategy works in all its shapes and forms from the widest array of agencies in the UK and internationally.
There are examples of heartbreaking insights, distinctive brand assets, social media storms, diversity, equity and inclusion, long term brand effectiveness, and purpose work that works.
There are also pasta puns, dog jingles, raised eyebrows, old people having sex, religious pilgrimages, buckets of chicken, Chief Hybrid Officers, bumholes, social-distancing teapots, menopauses and dead people coming back to life.
So, we hope there's something for everyone.
And everything on the shortlist has something we can all learn from.
Thank you to everyone who submitted a paper and thank you to the shortlisting panel who loved reading them all.
View the APG Awards 2023 Shortlist here
Martin Beverley
Chair of Shortlisters and CSO at adam&eveDDB