The Creative Strategy Lion will celebrate the idea behind the idea, how strategic planning can redefine a brand, reinvent its business, and influence consumers or wider culture.
The jury will reward exceptional interpretation of the business/brand challenge, breakthrough thinking and transformational problem-solving that led to compelling creative strategy. A number of criteria will be considered during judging and weighted as follows:
It includes useful information about the judging criteria, guidance on what the jury will be looking for, plus a few hints and tips to consider when creating your entry.
In addition, our partners at The Effectiveness Partnership has put together a helpful Entry Guide full of expert guidance.
Creative Strategy Lions Sections
A. Creative Strategy: Sectors
The same entry can be submitted only once in this section.
All food and drinks, beauty, cleaning products, other household goods, other FMCG.
Pharma, OTC drugs, wellness.
Technology, homewares, furniture and lighting, toys, fashion, home appliances, other durables.
Vehicles, other automotive.
A05Retail / Travel / LeisureNew!
Retail, eCommerce, restaurants, fast food; travel, tourism, transport; live events, museums & galleries, gambling, sports, gaming, other recreation.
A06Media/ Entertainment New!
Music, film, television, publications & media, books, news, digital platforms, other media.
A07Consumer Services / Business to BusinessNew!
Legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate communications. Financial & insurance, telecommunications, private education, veterinary, energy, other consumer services.
A08Not-for-profit / Charity / Government New!
Government, public information, other not-for-profit, military, charities, non-profit.
A09Corporate Social Responsibility (CSR) / Corporate ImageNew!
Non-product based social responsibility campaigns aimed to address social, ethical and environmental issues.
B. Insights & Research
B01Data & AnalyticsNew!
Strategy inspired by insightful analysis and interpretation of data, revealing a clear business problem/opportunity. Including the use of data science, commissioned research, online behavioural data, statistical analysis, sales information, consumer first party data etc.
How deep understanding of the audience/consumers has created a transformative effect on the business. Work that demonstrates the application of behavoural science in relation to building and creating the audience profile. These could include, but aren’t limited to, behavioural economics, consumer insight, social listening, cultural trends, ethnography, experience mapping, neuroscience etc.
C. Challenges & Breakthroughs
C01Challenger Brand StrategyNew!
Celebrating the success of disruptive, game-changing work for an aspiring brand that uses progressive thinking and innovative creativity to challenge the status quo. Describe the core strategic thought and its positive effect on brand value by challenging the dominant narrative conventions in their category.
C02Breakthrough on a BudgetNew!
Creative use of modest budgets and/or resources to create maximum impact. How fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
Successful translation and integration of strategy across multiple markets. How a global strategy was applied to specific markets in order to drive tangible business results, or achieve a brand's purpose.
C04Long-term Strategy New!
Celebrating the creativity of long-term strategy. How a long-running strategy was instrumental to achieving a brand's purpose, driving engagement and shaping brand identity.
D. Partnerships & Perspectives
Rewarding outstanding brand/client bravery including progressive thinking relating to a client brief. Entries should demonstrate risk-taking that has paid off for the client – by taking a chance and/or being open-minded which ultimately lead to a greater ROI / results.
Celebrating the intersection between creative agency and/or media and/or brand. Focusing on the existence of a deep shared understanding of the brand and a unified working relationship to achieve the best possible results.
E01Products / PropositionsNew!
Integration of a new or developed product/proposition 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/proposition was conceived, implemented and provide analysis of its ultimate impact.
E02Business Transformation New!
Innovative strategic solutions to business challenges. Entries will need to demonstrate a comprehensive change in business process or structure through technological or strategic transformation. The jury will reward scalable solutions that have a tangible impact on the business model, culture, customer/employee experience, transforming how the business operates.
Rewarding the core, strategic positioning of a brand. How the value proposition, mission, narrative and brand positioning was achieved, and ultimately led to renewed interest, higher brand affinity and commercial success.
Find the right categories for your work
Just answer a few simple questions about your work and The Category Picker will suggest the most appropriate places to submit your ideas.
Tracey is a professional futurist and works with many global brands on consumer futures. She worked in advertising and marketing strategy for over 20 years as both a client marketer (BT and T-Mobile) and agency-side (Cogent, McCann, Lowe, VCCP) rising to Chief Strategy Officer at JWT London. She was also Chair of the APG (Account Planning Group) in the UK. She left advertising to retrain in Strategic Foresight at The University of Houston, later joining the Future Laboratory as Chief Strategy and Innovation Officer, and Wired Consulting as Head of Strategy. In between, she founded her own futures consultancy, Futuremade, which she now runs full-time and which sees her regularly consulting, writing and speaking on Futures all around the world. In 2016 she was the recipient of the Women in Marketing Special Award for Outstanding Contribution to Marketing. In 2017 Ad Age named her a Woman to Watch (Europe) and Business Cloud announced her as one their ‘101 Female Founders in Tech’ for her launch of the Female Futures Bureau. She is a member of the Association of Professional Futurists, the World Futures Studies Federation and a Fellow of the RSA. Tracey is the co-author of 98% Pure Potato a book about the origins of advertising account planning and currently sits on the Council and Board of the Advertising Standards Authority in the UK.
Partner - Creative, Brand & Media Deloitte Australia Australia
Partner, Chief Strategy Officer Anomaly The Netherlands
Chief Strategy Officer AMVBBDO United Kingdom
Executive Director, Strategy & Insights VMLY&R United States