Creative Strategy

A01 Data & Analytics & Insight.
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.

B01 Challenger Brand Strategy.
Celebrating brands which 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.

B02 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.

B03 Multi-market Strategy.
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.
* Entries should identify a minimum of three countries / regions the strategy was applied to.

B04 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.
* Entries in this category must demonstrate strategic planning over three or more years.

B05 Corporate Purpose & Social Responsibility.
Purpose driven work / brand activism that address social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and impacted communities by connecting customers to culture.

B06 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.

C01 Brave Brands.
Outstanding brand bravery including progressive thinking relating to a challenge. How risk-taking has produced tangible results for the brand.

D01 Strategic Transformation.
Innovative strategic, scalable solutions to business challenges that have a tangible impact on the business model, structure and operations, culture, customer / employee experience etc.