Creative Brand
Award categories and overview
The Creative Brand Lions recognise excellence in the internal creative capabilities that drive sustained business success and exceptional creative output for brands.
This Lion recognises the intentional cultivation of infrastructure, talent and culture of an organisation, rather than individual campaigns or projects. Entries must demonstrate how this capability enabled the repeated delivery of market-leading creative work and embedded ways of working across the organisation.
The work should show how the brand strategically uses creativity across the organisation to deliver tangible business results: revenue growth, clear ROI, demand creation, meaningful audience engagement and long-term brand value.
This Lion recognises the intentional cultivation of infrastructure, talent and culture of an organisation, rather than individual campaigns or projects. Entries must demonstrate how this capability enabled the repeated delivery of market-leading creative work and embedded ways of working across the organisation.
The work should show how the brand strategically uses creativity across the organisation to deliver tangible business results: revenue growth, clear ROI, demand creation, meaningful audience engagement and long-term brand value.
Overview
A number of criteria will be considered during judging and weighted as follows: 25% creative innovation & originality; 25% strategic alignment; 25% scalability & longevity; 25% commercial effectiveness.
All relevant strategic or implementation partners (e.g. agency, consultancy, technology partner) should be credited, but the focus must remain on the brand’s internal capability development.
There are no specific eligibility dates for the project or initiative itself within this Lion. However, projects must demonstrate at least 12 months of implementation to show systematic impact, with evidence of ongoing activity within the current eligibility period (01 February 2026 - 08 April 2027).
A project may be submitted across multiple categories, provided that each entry is specifically tailored to demonstrate relevance to that particular category. However, entries submitted to the Creative Brand Lion are not eligible for submission to any other Lions.
Brands may submit the same capability-building initiative in consecutive years to reflect the reality that capability building is a continuous journey, rather than a one-off project.
All relevant strategic or implementation partners (e.g. agency, consultancy, technology partner) should be credited, but the focus must remain on the brand’s internal capability development.
There are no specific eligibility dates for the project or initiative itself within this Lion. However, projects must demonstrate at least 12 months of implementation to show systematic impact, with evidence of ongoing activity within the current eligibility period (01 February 2026 - 08 April 2027).
A project may be submitted across multiple categories, provided that each entry is specifically tailored to demonstrate relevance to that particular category. However, entries submitted to the Creative Brand Lion are not eligible for submission to any other Lions.
Brands may submit the same capability-building initiative in consecutive years to reflect the reality that capability building is a continuous journey, rather than a one-off project.
A. Creative Brand