Creative Strategy

A01 Consumer Goods. NEW
All fast moving & durable consumer goods, including food and drinks, toiletries, cleaning products, other household goods, other FMCG, clothing and accessories, furniture, consumer electronics, cars and automotive products & services.

A02 Healthcare. NEW
Pharma, OTC drugs, wellness.

A03 Travel, Leisure, Retail, Restaurants & Fast Food Chains. NEW
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 shopping, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafes and bars.

A04 Media / Entertainment. NEW
Music, film, television, publications & media, books, news, digital platforms, other media.

A05 Consumer Services / Business to Business. NEW
Legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate communications.

A06 Not-for-profit / Charity / Government. NEW
Government, public information, NGOs, military, charities, non-profit organisations.
* All CSR work should be entered in the relevant sector and/or C05. Corporate Purpose & Social Responsibility category in section C. Challenges & Breakthroughs

B01 Data & Analytics & Insight. NEW
Strategy inspired by insightful analysis and interpretation of data, revealing a clear business problem / opportunity. Including, but not limited to, the use of data science, commissioned research, online behavioural data, statistical analysis, sales information, consumer first party data etc.

C01 Challenger Brand Strategy. NEW
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. NEW
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. NEW
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.

C04 Long-term Strategy. NEW
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 5+ years: 1 January 2019 - 31 January 2024.

C05 Corporate Purpose & Social Responsibility. NEW
Purpose driven work / brand activism that addresses social, ethical and environmental issues. How the brand’s purpose has created value and impacted communities by connecting customers to culture.

C06 Market Disruption. NEW
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.

D01 Brave Brands. NEW
Outstanding brand bravery including progressive thinking relating to a challenge. How risk-taking has produced tangible results for the brand.

D02 Partnerships & Sponsorship. NEW
Strategic partnerships and / or sponsorships that create immediate and long term business results. Entries will be judged on how effective the partnership / sponsorship was.

E01 Strategic Transformation. NEW
Innovative strategic, scalable solutions to business challenges that have a tangible impact on the business model, structure and operations, culture, customer / employee experience etc.

E02 Use of Mobile & Devices. NEW
The strategic execution of mobile first work to create a measurable impact. This may include, but is not limited to all mobile platforms, devices and wearables.

E03 Use of Social & Digital Platforms. NEW
Work with strategic social thinking at its core. Effective use of social & digital platforms and communities to target and engage consumers in order to maintain market share and achieve tangible business results.

E04 Live Brand Experience. NEW
Work with strategic brand experience at the core that enables a brand to provide message amplification and engage with a public/audience, driving clear business results. Including, but not limited to, live shows, festivals, concerts, sporting events, guerrilla marketing, large and small scale stunts, one off experiential events, etc.

E05 Tech-led Strategy. NEW
The strategic use of new or existing technology, including but not limited to, models, tools, platforms, apps and algorithms.

E06 360 Integrated Brand Strategy. NEW
The strategic and effective integration of multiple channels to achieve tangible business results. Entries should demonstrate the use of at least 3 different channels.