Creative Strategy

The Creative Strategy Eurobest Award celebrates the idea behind the idea, how strategic planning can redefine a brand, reinvent its business, and influence consumers or wider culture.

The work will need to demonstrate exceptional interpretation of the business / brand challenge, breakthrough thinking and transformational problem-solving that led to compelling creative strategy.


A number of criteria will be considered during judging and weighted as follows: 30% interpretation of business / brand challenge, 30% insight / breakthrough thinking, 20% creative idea, 20% outcome / results.

The same piece of work can be entered up to three times in Creative Strategy.

For Creative Strategy Eurobest Award the eligibility dates are 16th August 2020 - 19th October 2023.
A. Insights & Research

A01 Data & Analytics & Insight.
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.

B. Challenges & Breakthroughs
Creative and innovative work which 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.

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 5+ years: 16 August 2018 - 19 October 2023

B05 Corporate Purpose & Social Responsibility.
Purpose driven work / brand activism which address social, ethical and environmental issues. 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.

C. Partnerships & Perspectives

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

D. Transformation

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.

Looking for inspiration?

Hear from the 2022 Creative Strategy Jury President on why last year's Grand Prix winner was chosen.


Happiness, an FCB Alliance, Brussels, Belgium
Creative Strategy Grand Prix
Eurobest 2022

2023 Jury President

Rankin Carroll

Chief Brand Officer

Mars Wrigley

Other Awards

Brand Experience & Activation