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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
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.
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Ideas not tactics
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Core not incidental
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Inspiring not dead ended
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Hard to do not nothing at risk
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Diverse in nature and not ads for ads sake
