Creative strategy has never been a more eclectic discipline. It’s no longer limited to one corner of the agency world. It happens in-house, freelance, in media agencies, social agencies, PR agencies, CRM agencies, influencer agencies, experiential agencies, performance agencies, in offshoots of the big consultancies.
Eclectic
Together as a discipline we can influence and enhance every touchpoint, every stage of the customer journey. We can help inspire and fuel creativity on every canvas, device and platform. But just as we’ve seen with the fragmentation of media today, whilst eclectic, the discipline can feel fragmented, siloed, even a bit lonely for some.
Open
And sometimes you even see people trying to gatekeep what strategy is, saying ‘that’s not strategy, that’s just tactics’. Of course sometimes they’re right. But rather than gatekeep what it is, we want to open the floodgates to the best creative strategy thinking out there.
So with the APG Creative Strategy Awards 2025 we’re going to bring every part of the discipline together into one brilliant whole. To celebrate its breadth and variety today by bringing the best of the world’s creative strategy together in one place.
And as the Chair of Judges for the APG Creative Strategy Awards 2025, I am thrilled to announce that this year we want to welcome entries from as far and wide as possible - to broaden out the awards so they truly represent and celebrate every flavour of strategy.
Variety
We’re looking for a rich variety of compelling cases. We’re calling for entries from anyone and anywhere that show how strategy of all kinds has helped a brand or organisation use creativity to help it achieve great things. We want to showcase the huge spectrum of creative strategy being done today from brilliant minds everywhere.
New, diverse, innovative
We’re looking for creative strategy stories that celebrate new thinking, diverse points of view and innovative ideas as well as classic brand planning.
New Special Prizes and Extended Eligibility Period
We’ve got more special prizes than ever, we’re extending the eligibility period from two to three years, even including a category called ‘the one that got away’ (for cases from any era that people wanted to enter before but that for whatever reason didn’t make it).
Global!
So awards entries can come from any corner of the brand and business universe. From any kind of agency or client; large, small, specialist, generalist. And from anywhere on the planet.
We can’t wait to see what you’ve got.
Tom Roach
Chair of Judges and VP Brand Strategy at Jellyfish
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