Creative Strategy Lions

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

The jury will reward 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.


See the list of all Creative Strategy Lions Categories.

How to enterDownload full category listings, description, material specification and rules.

Creative Strategy Lions Jury
Full jury announced in 2019

Tracey Follows President

Founder, Futuremade

Tracey is a professional futurist and works with many global brands on consumer futures. She worked in advertising and marketing strategy for over 20 years as both a client marketer (BT and T-Mobile) and agency-side (Cogent, McCann, Lowe, VCCP) rising to Chief Strategy Officer at JWT London. She was also Chair of the APG (Account Planning Group) in the UK. She left advertising to retrain in Strategic Foresight at The University of Houston, later joining the Future Laboratory as Chief Strategy and Innovation Officer, and Wired Consulting as Head of Strategy. In between, she founded her own futures consultancy, Futuremade, which she now runs full-time and which sees her regularly consulting, writing and speaking on Futures all around the world. In 2016 she was the recipient of the Women in Marketing Special Award for Outstanding Contribution to Marketing. In 2017 Ad Age named her a Woman to Watch (Europe) and Business Cloud announced her as one their ‘101 Female Founders in Tech’ for her launch of the Female Futures Bureau. She is a member of the Association of Professional Futurists, the World Futures Studies Federation and a Fellow of the RSA. Tracey is the co-author of 98% Pure Potato a book about the origins of advertising account planning and currently sits on the Council and Board of the Advertising Standards Authority in the UK.

Past winners

80 Days of Argos

2018 · The&Partnership for Argos


Many retailers talk about ‘fast’, but Argos is faster than fast. Order before 6pm and Argos will deliver to you today. Nationwide.Trouble was, no-one believed it. We had to show the British public that Argos owned today like never before. So we created ‘80 Days of Argos’; 80 individually crafted ten second films that each ran for just one day. Every ad had the day’s date and a product that you could get that day, all shot in camera. It’s the first campaign to run a date-stamped ad every day.A ground-breaking campaign needed a ground-breaking media strategy. Using the same media budget as previous campaigns, we had to be smart with our buying to ensure people saw the spots every day to build the Same Day delivery story.