APG Creative Strategy Awards

Celebrating case studies that demonstrate great planning and strategy

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About the Awards

The Account Planning Group's (APG) biennial Creative Strategy Awards recognise strategic excellence.

The most recent Awards were announced in October 2021 and the winning case studies are available to read here on WARC.

Find out more about the APG

View all 2021 winners and entrants

Cadbury: Donating Words

Grand Prix 2021

Special award: The Nursery Special Prize for Best Contribution to Brand Growth

Cadbury: Donating Words

Brand
Cadbury
Agency
VCCP London
Country
United Kingdom

Cadbury, a confectionery brand, launched a campaign in the UK to increase emotional closeness, penetration and market share.

Selected Gold winners

Libresse/Bodyform: WombStories

Special award: Pinterest Special Prize for Inspired Creative Thinking

Libresse/Bodyform: WombStories

Brand
Libresse/Bodyform
Agency
AMV BBDO London
Country
Global

Libresse/Bodyform launched a global campaign to position itself as the brand that understands women's intimate lives and build penetration to a wider audience.

McDonald's Canada: Friends Wanted

Special award: Davies+McKerr Special Prize for Best Insight

McDonald's Canada: Friends Wanted - The One Where Ross & Rachel Helped Planning Reimagine Recruitment

Brand
McDonald's
Agency
Cossette Toronto
Country
Canada

McDonald's launched a recruitment campaign in Canada to improve the negative perception among potential Gen Z recruits and to encourage them to apply.

Turning defence into attack

Special award: Special Prize for Best Application of Broad Thinking

Turning defence into attack: How Formula E built a new fanbase by embracing its biggest weakness

Brand
Formula E
Agency
Iris London
Country
Global

Formula E, the electric street motorsport, launched a global campaign to grow its existing profile and global viewer base by 20%.

Starbucks

Special award: Special Prize for Best Example of Diversity & Inclusion

From a name on a cup to a powerful act of recognition: How Starbucks re-ignited itself as a symbol of progress

Brand
Starbucks
Agency
Iris London
Country
United Kingdom

Starbucks, the coffee chain, launched a campaign in the UK to raise awareness and embrace one of society's most marginalised groups – the transgender community.

Marmite: 25 Years of Love, Hate and Planning

Special award: Strategy Book Special Prize for Best Written Paper

Marmite: 25 Years of Love, Hate and Planning

Brand
Marmite
Agency
adam&eveDDB London
Country
United Kingdom

Marmite launched a paper in the UK to demonstrate the successful campaigns that it has created over the last 25 years.

Silver winners

Special award: Special Prize for Best Strategic Response to the Challenge of Climate Change

Quorn: Re-thinking planning for the coming storm: How planning can help the planet, one brand at a time
Brand
Quorn
Agency
Initiative Media / adam&eveDDB London
Country
United Kingdom

Special award: Special Prize for Best Media Thinking

eve Sleep: Switch Off
Brand
eve Sleep
Agency
Creature London
Country
United Kingdom

Special award: Special Prize for Best Strategic Response to Covid-19

KFC: "It’s _______ _____ Good”
Brand
KFC
Agency
Mother London
Country
Global

Special award: Denise Williams Special Prize for Best Performance in Front of the Judges

O2: The ultimate test of character - How strategy shaped a robot who could do it all
Brand
O2
Agency
VCCP London
Country
United Kingdom
McDonald's Canada: From American Import to "As Canadian as Possible Under the Circumstances"
Brand
McDonald's
Agency
Cossette Toronto
Country
Canada
IAMS NOSEiD: How planning can broaden its role to find new relevance
Brand
Iams
Agency
adam&eveDDB New York
Country
United States
Beagle Street Life Insurance: Seeing the light because of the dark
Brand
Beagle Street Life Insurance
Agency
Creature London
Country
United Kingdom
How we helped the next generation find confidence that lasts in the British Army
Brand
Capita / British Army
Agency
Karmarama London
Country
United Kingdom
Taylors Coffee: The Power of Obvious
Brand
Taylors Coffee
Agency
Lucky Generals / Goodstuff Communications
Country
United Kingdom
Cadbury Twirl Orange: Sell, Pre-Sell
Brand
Cadbury Twirl
Agency
VCCP London
Country
United Kingdom
When life gives you lemons, make lemon meringue pie: How Lurpak showed the world the power of good food, at a time it was needed the most
Brand
Lurpak
Agency
Wieden + Kennedy London
Country
United Kingdom
Warburtons: Family, flour, fame.
Brand
Warburtons
Agency
Engine London
Country
United Kingdom