Creative Strategy Lions

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.

Retail, eCommerce, restaurants, fast food; travel, tourism, transport; live events, museums & galleries, gambling, sports, gaming, other recreation.

Music, film, television, publications & media, books, news, digital platforms, other media.

Legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate communications. Financial & insurance, telecommunications, private education, veterinary, energy, other consumer services.

Government, public information, other not-for-profit, military, charities, non-profit.

Non-product based social responsibility campaigns aimed to address social, ethical and environmental issues.

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.

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.

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.

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.

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.

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.

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.