Creative Strategy
The Creative Strategy Lions celebrate the idea behind the idea – how strategic planning can redefine a brand, reinvent its business, and influence consumers or wider culture.
The work should demonstrate exceptional interpretation of the business/brand challenge, breakthrough thinking and transformational problem solving that led to a compelling creative strategy.
The work should demonstrate exceptional interpretation of the business/brand challenge, breakthrough thinking and transformational problem solving that led to a compelling creative strategy.
Overview
A number of criteria will be considered during judging, weighted as follows: 30% interpretation of business/brand challenge; 30% insight/breakthrough thinking; 20% creative idea; 20% outcome/results.
The same piece of work can be entered up to four times in Creative Strategy. However, the same piece of work may only be entered once in ‘A. Sectors’.
For Creative Strategy Lions the eligibility dates are 08 February 2022 - 10 April 2025 where the strategy being judged was first implemented within the eligibility period, except for category 'C04 Long-term Strategy', which has an eligibility period of 08 February 2020 - 10 April 2025, and category 'F01 Long-Term Brand Platform', which must have been in the market for at least 3 years.
Subtitles are highly recommended on all case films, films, demo films and original content.
The same piece of work can be entered up to four times in Creative Strategy. However, the same piece of work may only be entered once in ‘A. Sectors’.
For Creative Strategy Lions the eligibility dates are 08 February 2022 - 10 April 2025 where the strategy being judged was first implemented within the eligibility period, except for category 'C04 Long-term Strategy', which has an eligibility period of 08 February 2020 - 10 April 2025, and category 'F01 Long-Term Brand Platform', which must have been in the market for at least 3 years.
Subtitles are highly recommended on all case films, films, demo films and original content.
A. Creative Strategy: Sectors
The same entry can be submitted only once in this section.
A01 Consumer Goods.
All fast-moving and durable consumer goods, including but not limited to food and beverages, toiletries, cleaning products, other household goods, other FMCGs, clothing and accessories, furniture, and consumer electronics.
* All fast-food entries should be entered into A04. Travel, Leisure, Retail, Restaurants & Fast-Food Chains.
A02 Healthcare.
Pharma, OTC drugs, wellness.
* If the work has been created for a Charity/NFP then this should be entered into A07.
A03 Automotive.
Vehicles, other automobiles.
A04 Travel, Leisure, Retail, Restaurants & Fast-Food Chains.
All transport- and travel-related services, including public transport and tourism boards. All entertainment- and leisure-related services, including museums, festivals and gyms. All shops, including online retailers, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.
A05 Media/Entertainment.
Music, film, television, publications and media, books, news, digital platforms and other media.
A06 Consumer Services/Business to Business.
All commercial public services, legal, financial, B2B technology, consultancies and professional services, other business services, internal and corporate communications.
A07 Not-for-Profit / Charity / Government.
Government, public information, NGOs, military, charities, non-profit organisations.
* All corporate social responsibility work should be entered in the relevant sector and/or C05. Corporate Purpose & Social Responsibility category in section C. Challenges & Breakthroughs.
A01 Consumer Goods.
All fast-moving and durable consumer goods, including but not limited to food and beverages, toiletries, cleaning products, other household goods, other FMCGs, clothing and accessories, furniture, and consumer electronics.
* All fast-food entries should be entered into A04. Travel, Leisure, Retail, Restaurants & Fast-Food Chains.
A02 Healthcare.
Pharma, OTC drugs, wellness.
* If the work has been created for a Charity/NFP then this should be entered into A07.
A03 Automotive.
Vehicles, other automobiles.
A04 Travel, Leisure, Retail, Restaurants & Fast-Food Chains.
All transport- and travel-related services, including public transport and tourism boards. All entertainment- and leisure-related services, including museums, festivals and gyms. All shops, including online retailers, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.
A05 Media/Entertainment.
Music, film, television, publications and media, books, news, digital platforms and other media.
A06 Consumer Services/Business to Business.
All commercial public services, legal, financial, B2B technology, consultancies and professional services, other business services, internal and corporate communications.
A07 Not-for-Profit / Charity / Government.
Government, public information, NGOs, military, charities, non-profit organisations.
* All corporate social responsibility work should be entered in the relevant sector and/or C05. Corporate Purpose & Social Responsibility category in section C. Challenges & Breakthroughs.
B. Insights & Research
B01 Data & Analytics.
Strategy inspired by insightful analysis and interpretation of data, revealing a clear business problem/opportunity. This may include but is not limited to the use of data science, commissioned research, online behavioural data, statistical analysis, sales information, consumer first party data, etc.
B02 Audience Insight.
How deep understanding of the audience/consumers has created a transformative effect on the business. Work that demonstrates the application of behavioural science in relation to building and creating the audience profile. This may include but isn't limited to behavioural economics, consumer insight, social listening, cultural trends, ethnography, experience mapping, neuroscience, etc.
C. Challenges & Breakthroughs
Creative and innovative work that is brought to life through deep cultural insight, regional context and progressive thinking.
C01 Challenger Brand Strategy.
Celebrating brands that have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity. The work should demonstrate the core strategic thought and its positive effect on brand value by challenging the dominant narrative conventions in their category.
C02 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
C03 Multi-Market Strategy.
Successful translation and integration of strategy across multiple markets. Entrants should demonstrate how a global strategy was applied to specific markets in order to drive tangible business results, or achieve a brand's purpose.
* Entries should identify a minimum of three countries/regions the strategy was applied to.
C04 Long-Term Strategy.
Celebrating the creativity of long-term strategy. The work should demonstrate how a long-running strategy was instrumental to achieving a brand's purpose, driving engagement and shaping brand identity.
* There is an increased eligibility for this category of over 5 years: 08 February 2020 – 10 April 2025
C05 Corporate Purpose & Social Responsibility.
Purpose-driven work/brand activism that addresses social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and affected communities by connecting customers to culture.
C06 Market Disruption.
Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.
C07 Cultural Engagement. NEW
Work that honours marketers who craft strategic solutions rooted in the lived experiences of culturally grounded communities. This approach reflects and translates the nuances of customs, behaviours, and traditions that shape foundational perspectives on identity (e.g. disability, gender, race, orientation, age). Such insights reveal how diverse audiences choose brands and media experiences, driving growth and impact.
C01 Challenger Brand Strategy.
Celebrating brands that have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity. The work should demonstrate the core strategic thought and its positive effect on brand value by challenging the dominant narrative conventions in their category.
C02 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
C03 Multi-Market Strategy.
Successful translation and integration of strategy across multiple markets. Entrants should demonstrate how a global strategy was applied to specific markets in order to drive tangible business results, or achieve a brand's purpose.
* Entries should identify a minimum of three countries/regions the strategy was applied to.
C04 Long-Term Strategy.
Celebrating the creativity of long-term strategy. The work should demonstrate how a long-running strategy was instrumental to achieving a brand's purpose, driving engagement and shaping brand identity.
* There is an increased eligibility for this category of over 5 years: 08 February 2020 – 10 April 2025
C05 Corporate Purpose & Social Responsibility.
Purpose-driven work/brand activism that addresses social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and affected communities by connecting customers to culture.
C06 Market Disruption.
Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.
C07 Cultural Engagement. NEW
Work that honours marketers who craft strategic solutions rooted in the lived experiences of culturally grounded communities. This approach reflects and translates the nuances of customs, behaviours, and traditions that shape foundational perspectives on identity (e.g. disability, gender, race, orientation, age). Such insights reveal how diverse audiences choose brands and media experiences, driving growth and impact.
D. Partnerships & Perspectives
D01 Brave Brands.
Rewarding outstanding brand bravery including progressive thinking relating to a brief. The work should demonstrate risk-taking that produced tangible results for the brand.
D02 Collaboration.
Celebrating the intersection between creative agency and/or media and/or brand. The work should demonstrate the focus on the existence of a deep shared understanding of the brand and a unified working relationship to achieve the best possible results.
E. Excellence in Creative Strategy
The work here should show strategic vision, planning and execution as part of a branded communication campaign.
E01 Products/Services.
Integration of a new or developed product/services to solve a problem, evolve the business, enhance the user experience, or grow the customer base. Entrants should give a breakdown of how the product/services was conceived, implemented and provide analysis of its ultimate impact.
E02 Experience and Relationship Models.
Creative customer experience initiatives that strengthen relationships with customers by creating seamless journeys across digital and physical touchpoints and/or offer new routes of engagement between brand and consumer.
E03 Brand Strategy.
Rewarding the core, strategic positioning of a brand. The work should demonstrate how the value proposition, mission, narrative and brand positioning was achieved, and ultimately led to renewed interest, higher brand affinity and commercial success.
E01 Products/Services.
Integration of a new or developed product/services to solve a problem, evolve the business, enhance the user experience, or grow the customer base. Entrants should give a breakdown of how the product/services was conceived, implemented and provide analysis of its ultimate impact.
E02 Experience and Relationship Models.
Creative customer experience initiatives that strengthen relationships with customers by creating seamless journeys across digital and physical touchpoints and/or offer new routes of engagement between brand and consumer.
E03 Brand Strategy.
Rewarding the core, strategic positioning of a brand. The work should demonstrate how the value proposition, mission, narrative and brand positioning was achieved, and ultimately led to renewed interest, higher brand affinity and commercial success.
F. Long-Term Brand Platform
F01 Long-Term Brand Platform. NEW
Brand platforms that have demonstrated enduring impact over time. The brand platform must show long-term effectiveness in building brand equity, fostering loyalty and delivering measurable business results through continuous, creative communication efforts.
* Three or more distinct campaigns as part of an overarching brand strategy. One of which must have been implemented after 8th feb 2024. The platform must have been in the market for at least three years.