CREATIVE STRATEGY

A01 Data & Analytics.
Strategy inspired by insightful analysis and interpretation of data, revealing a clear business problem/opportunity. This may include but is not limited to the use of data science, commissioned research, online behavioural data, statistical analysis, sales information, consumer first party data, etc.

A02 Audience Insight.
How deep understanding of the audience/consumers has created a transformative effect on the business. Work that demonstrates the application of behavioural science in relation to building and creating the audience profile. This may include but isn't limited to behavioural economics, consumer insight, social listening, cultural trends, ethnography, experience mapping, neuroscience, etc.

Creative and innovative work that is brought to life through deep cultural insight, regional context and progressive thinking.

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.
* There is an increased eligibility for this category of over 5 years: 13 August 2020 - 16 October 2025. All work entered here must be for a single long-running campaign. Work featuring multiple distinct campaigns under a unified brand message should be entered in ‘E01. Long-Term Brand Platform’.

B05 Corporate Purpose & Social Responsibility.
Purpose-driven work/brand activism that addresses social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and affected 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.

B07 Cultural Engagement. NEW
Work that honours marketers who craft strategic solutions rooted in the lived experiences of culturally grounded communities. This approach reflects and translates the nuances of customs, behaviours, and traditions that shape foundational perspectives on identity (e.g. disability, gender, race, orientation, age). Such insights reveal how diverse audiences choose brands and media experiences, driving growth and impact.

C01 Brave Brands.
Rewarding outstanding brand bravery including progressive thinking relating to a brief. The work should demonstrate risk-taking that produced tangible results for the brand.

The work here should show strategic vision, planning and execution as part of a branded communication campaign.

D01 Experience and Relationship Models.
Creative customer experience initiatives that strengthen relationships with customers by creating seamless journeys across digital and physical touchpoints and/or offer new routes of engagement between brand and consumer.

D02 Brand Strategy.
Rewarding the core, strategic positioning of a brand. The work should demonstrate how the value proposition, mission, narrative and brand positioning was achieved, and ultimately led to renewed interest, higher brand affinity and commercial success.

E01 Long-Term Brand Platform. NEW
Brand platforms that have demonstrated enduring impact over time. The brand platform must show long-term effectiveness in building brand equity, fostering loyalty and delivering measurable business results through continuous, creative communication efforts.
* Entries must include three or more distinct campaigns as part of an overarching brand platform. Standalone campaigns are not eligible. The platform must have been in the market for at least three years and at least one of the campaigns must have been implemented after 13 August 2022.