APG Creative Strategy Awards

Celebrating case studies that demonstrate great planning and strategy

Browse latest case studies

About the Awards

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

The most recent Awards were announced in October 2019 and the winning case studies are available to read here on WARC.

Find out more about the APG

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Grand Prix


Bodyform/Libresse: There Will be Blood. And Vulvas.

Brand Bodyform/Libresse
Country Global

Bodyform/Libresse campaigned in the UK to normalise discussions of periods, and women's bodies and establish itself as a vocal women's empowerment brand.

The brand leveraged the broadcast rejection and showed how periods were still deemed offensive in mainstream media in three campaigns.

The campaigns were praised globally and gave the brand a disproportionate share of voice despite the limited budget.



KFC: Haters gonna hate, use them as bait

Brand KFC
Agency Mother London
Country United Kingdom

KFC promoted its new chunky, skin-on fries in the UK by actively promoting Tweets from its haters that complained about its old fries.


The Marmite Gene Project

Brand Marmite
Agency adam&eveDDB London
Country United Kingdom

Marmite launched the Marmite Gene Project to reverse declining sales by bringing it back into the breakfast discussion in the UK.


How we put care for parents back at the heart of Mothercare

Brand Mothercare
Agency mcgarrybowen
Country United Kingdom

Mothercare increased sales in the UK by launching a campaign that celebrated new parents and showed an honest portrayal of motherhood.


From kettle reviews to fake news – the re-invention of Which?

Brand Which?
Agency Grey London
Country United Kingdom

Which? went after fake reviews in the UK to generate a 13% year on year uplift in sign-ups.


Dosist: 5,000 Years In The Making

Brand Dosist
Agency Anomaly
Country United States

Dosist harnessed all the disruptive power of cannabis to launch the brand that invented the category of dose-controlled cannabis in California.


FIFA18: How planning changed the game

Brand FIFA
Agency adam&eveDDB London
Country Global

FIFA proved that the virtual world can influence the real, and got more new players playing FIFA18, breaking its global sales records.

Gold – Long Term Thinking

IKEA: The Wonderful Everyday – Six years and counting

Brand IKEA
Agency Vizeum / Mother London
Country United Kingdom

Snickers: You're not you when you're hungry

Brand Snickers
Agency BBDO
Country Global

Remixing Audi to Hit the Top Spot

Brand Audi
Agency Bartle Bogle Hegarty / Mediacom
Country United Kingdom

Undoing difficult: Ten years of helping families Change4Life

Brand Change4Life
Agency Wavemaker
Country United Kingdom


HSBC UK: A global citizen rediscovers its voice in a changing Britain

Brand HSBC
Agency JWT London
Country United Kingdom

Optrex: From dry eye to screen eyes

Brand Optrex
Agency Havas London
Country United Kingdom

Skittles: How we earned pride of place on supermarket shelves

Brand Skittles
Agency adam&eveDDB London
Country United Kingdom

The Global Fund: Moralising Fast and Slow

Brand The Global Fund
Agency M&C Saatchi
Country Africa

CALM: The picture worth a thousand ads

Brand CALM
Agency adam&eveDDB London
Country United Kingdom

Capita for the British Army: Who dares wins – an unexpected approach to army recruitment

Brand British Army
Agency Mediacom
Country United Kingdom

Ella's Kitchen: Owning a lifestage

Brand Ella's Kitchen
Agency Havas
Country United Kingdom

Creating a lot of growth from a little glass

Brand Tropicana
Country United Kingdom


KFC: How strategy led KFC from crisis to comeback

Brand KFC
Agency Mother London
Country United Kingdom

National Safety Council: Stopping everyday killers

Brand National Safety Council
Agency Energy BBDO
Country United States

Plastic Oceans International: The Trash Isles – Ensuring the world’s first country made of trash is its last

Brand Plastic Oceans International
Country United Kingdom

The People's Seat: Putting the world's people back at the heart of the United Nations

Brand United Nations
Agency Grey London / WPP
Country Global

Tide: How a detergent won the Super Bowl

Brand Tide
Agency Saatchi & Saatchi New York
Country United States

Yorkshire Tea: Planning done proper

Brand Yorkshire Tea
Agency Lucky Generals
Country United Kingdom

COLLUSION: Strategy for the coming age

Agency Uncommon
Country United Kingdom

ellaOne: How role-play transformed the morning after

Brand ellaOne
Agency Havas London
Country Europe