Special Prizes

APG Creative Strategy Awards 2025

In partnership with Channel 4

See below for a list of special prizes for the APG Creative Strategy Awards 2025.

Denise Williams Prize for Best Performance in front of the Judges

The Nursery Prize for Best Contribution to Brand Growth

Davies+McKerr Prize for Best Insight

Strategy Book Prize for Best Written Paper

Thinkbox Prize for Delivering Cultural Impact

Rewarding a strategy that has made a cultural impact, from the campaigns that drive social change to those that challenge the status quo and change attitudes.

Tracksuit Prize for Best Use of Data to Drive Brand Effectiveness

An agency that harnessed brand data and insights to drive an effective brand-building strategy, resulting in measurable improvements in brand performance.

Prize for Best Strategic Response to the Challenge of Climate Change

Prize for Best Example of Diversity & Inclusion

Prize for Best Media Thinking

PR Special Prize

Best Global Thinking (more than one market, ex-UK)

Best Non-UK paper

Best Example of CX Thinking

Best use of AI in Creative Strategy

This prize is open to any use of AI/GenAI tools and platforms in the strategic development of work, including (but not limited to) insight, data, audience, research, strategic platform development, brief writing, briefing, media activation or delivery, evaluation, and measurement.*

*Uses of GenAI in the creative development or production of work are likely to be the work of creatives and producers, so aren't the focus of these awards. But we understand that some of those divisions are less clear today, so please do speak to the APG if your case blurs these boundaries and might be eligible.

'The one that got away' Special Prize*

For cases from any era that people wanted to enter before but that for whatever reason didn’t make it.
*not part of agency points and cannot have been submitted in the past