The APG Creative Strategy Awards has always celebrated strategic brilliance. For 2025, we're amplifying that mission by opening our doors wider than ever before. As Chair of The Shortlist Jury, I'm thrilled to announce not only an extraordinary panel of judges drawn from across the strategic spectrum, but also a series of exciting changes to the awards themselves - all designed to discover and celebrate strategic excellence wherever it exists.
A Jury For Every Style Of Strategy
We've assembled a powerhouse team of strategic minds who represent the full spectrum of modern strategy. Each judge brings their own unique perspective and expertise, ensuring we can properly evaluate and celebrate strategy in all its forms. Whatever flavour of strategic thinking you can imagine, we've got someone who gets it, and this team is on an absolute mission to celebrate it.
New Special Prizes
All the usual special prizes will still be up for grabs, but to truly encourage and celebrate the breadth of strategic thinking today, we're introducing several new special prizes:
Best Global Strategy Award: For the thinking that works brilliantly across borders and cultures
Best Non-UK Paper: Because great strategic minds don't just live in the UK
Best Example of CX Thinking: For the strategists who are making magic happen at every customer touchpoint
Best Use of AI in Creative Strategy: Because this is vital in our discipline today and tomorrow
"The One That Got Away" - A Special Prize with a Difference
Sometimes the best strategic thinking doesn't make it to the awards stage when it should. That's why we're introducing "The One That Got Away" - a category for those brilliant strategies that are outside the eligibility dates but deserve their moment in the spotlight.
(While these entries won't count toward agency points, they will contribute insights and inspiration for our community.)
Extended Eligibility Period
We've extended our eligibility period from two to three years, giving more outstanding work the chance to be celebrated.
Meet the Judges
This year, to celebrate the power of diverse minds coming together, we're bringing our judges out to play. Watch out for our Strategy Superheroes Top Trumps cards (yes, you read that correctly) where you can get to know this fascinating panel and pick up some tips on what makes a winning entry – can you collect the set? Plus our Strat Chats series will give you a peek into what makes these strategic minds tick.
And Finally…
The APG Awards have never just been about handing out trophies. They're about bringing together the brightest strategic minds and sharing the kind of thinking that pushes our whole industry forward. This year, we're casting the net wider than ever before. Awards entries really can come from anyone, anywhere. If you've got great strategic thinking to share, we want to see it. Let's make 2025 the year that shows just how brilliant, diverse, and exciting strategic thinking can be.
Kit Altin
APG Awards Chair of Shortlist Jury
& CSO at The Gate London
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