APG Creative Strategy Awards

Celebrating case studies that demonstrate great planning and strategy

Browse latest case studies

About the Awards

The Account Planning Group's (APG) biennial Creative Strategy Awards recognise strategic excellence.

The most recent Awards were announced in October 2017 and the winning case studies are available to read here on WARC.

Find out more about the APG

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Grand Prix


How Barbie went from 11.5 inches of perfection to a global symbol of potential

Brand Barbie
Agency BBDO New York / San Francisco
Country United States

Barbie reversed years of global sales decline by using a multiplatform campaign paired with a new product launch.

The brand released two campaign films to inspire, featuring a young girl role playing future jobs and true stories of fathers connecting with their daughters through Barbie.

The campaign reversed a two-year decline in sales and helped improve owner Mattel's share price by 36%.



How the power of music lead Beats to victory

Brand Beats by Dre
Agency RGA
Country Global

Beats by Dre successfully established itself in the global headphones market by pairing with sports to promote its product as a tool for victory.

Change Please

Change where you buy your coffee and change the world

Brand Change Please
Agency FCB Inferno
Country United Kingdom

Change Please successfully tackled the stigma around homelessness in the UK by launching its own brand of coffee.


Public Health England: The Sugar Smart app

Brand Change4Life
Agency MEC Global
Country United Kingdom

Change4Life created Sugar Smart, a health app, which successfully helped UK parents cut their children's sugar intake, and became the most popular app on launch week.

Cancer Research UK

Battling cancer right now

Brand Cancer Research UK
Agency Anomaly
Country United Kingdom

Cancer Research UK used stories from real life cancer patients to increase donations across the UK.


Bringing Out the Scientist in Kids

Brand Explorify
Agency Now London
Country United Kingdom

Explorify successfully gathered interest from teachers in the UK by developing a digital platform with games and activities that have a scientific focus.

The gift that keeps on giving

The story of the strategic thinking behind the John Lewis Christmas campaign

Brand John Lewis
Agency adam&eveDDB/Manning Gottlieb OMD
Country United Kingdom

John Lewis launched several Christmas campaigns that consolidated its advertising status as an iconic Christmas event by making each campaign follow an emotional and product-free storytelling style.


Success doesn't come on a plate

Brand Pot Noodle
Agency Lucky Generals
Country United Kingdom

From trading off the brand's name, to learning how to transplant the brand's heart

Brand John Lewis
Agency adam&eveDDB
Country United Kingdom

These girls did so others could

Brand Dove
Agency Ogilvy & Mather
Country United Kingdom

A new media model to transform a brand that sucks

Brand Jolly Rancher
Agency Anomaly
Country United States

How not to sell The Economist

Brand The Economist
Agency Sense
Country United Kingdom

How cultural immersion inspired the sound of a new generation

Brand BBC Asian Network
Agency 101 London
Country United Kingdom

How a niche passion point was transformed into a mass movement

Brand Samsung Australia
Agency iris Sydney
Country Australia

Sixt UK: Drive Smug

Brand Sixt UK
Agency Grey Group London
Country United Kingdom

Creating a lot of growth from a little glass

Brand Tropicana
Country United Kingdom

The radicalisation of Persil

Brand Persil
Agency MullenLowe London
Country United Kingdom


How to change the world without trying to change the world

Brand Babylon
Agency Ogilvy & Mather
Country United Kingdom

Maltesers: Saying the Unsaid

Brand Maltesers
Country United Kingdom

The Alphabet of Literacy

Brand Project Literacy
Agency FCB Inferno
Country United Kingdom

Blurring the line between advertising and reality

Brand Tide
Agency Saatchi & Saatchi New York
Country United States

500 Years of Stories

Brand Tate Britain
Agency Grey Group London
Country United Kingdom

From mealmaker to matchmaker

Brand Knorr
Agency MullenLowe London
Country United Kingdom

A refreshingly honest paper from Oasis

Brand Oasis
Agency The Corner London
Country United Kingdom

Welcome to Life After 50: Smashing myths about later life

Brand SunLife
Agency Mother London
Country United Kingdom

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