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

Make the most of your entry

To help bring your work to life, download our Creative Strategy Presentation Deck Compulsory Material Guide.

It includes useful information about the judging criteria, guidance on what the jury will be looking for, plus a few hints and tips to consider when creating your entry.

In addition, our partners at The Effectiveness Partnership has put together a helpful Entry Guide full of expert guidance.

Creative Strategy Lions Sections

  • A. Creative Strategy: Sectors

    The same entry can be submitted only once in this section.

    • A01 FMCG New!

      All food and drinks, beauty, cleaning products, other household goods, other FMCG.

    • A02 Healthcare New!

      Pharma, OTC drugs, wellness.

    • A03 Consumer Durables New!

      Technology, homewares, furniture and lighting, toys, fashion, home appliances, other durables.

    • A04 Automotive New!

      Vehicles, other automotive.

    • A05 Retail / Travel / Leisure New!

      Retail, eCommerce, restaurants, fast food; travel, tourism, transport; live events, museums & galleries, gambling, sports, gaming, other recreation.

    • A06 Media/ Entertainment New!

      Music, film, television, publications & media, books, news, digital platforms, other media.

    • A07 Consumer Services / Business to Business New!

      Legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate communications. Financial & insurance, telecommunications, private education, veterinary, energy, other consumer services.

    • A08 Not-for-profit / Charity / Government New!

      Government, public information, other not-for-profit, military, charities, non-profit.

    • A09 Corporate Social Responsibility (CSR) / Corporate Image New!

      Non-product based social responsibility campaigns aimed to address social, ethical and environmental issues.

  • B. Insights & Research

    • B01 Data & Analytics New!

      Strategy inspired by insightful analysis and interpretation of data, revealing a clear business problem/opportunity. Including the use of data science, commissioned research, online behavioural data, statistical analysis, sales information, consumer first party data etc.

    • B02 Audience Insight New!

      How deep understanding of the audience/consumers has created a transformative effect on the business. Work that demonstrates the application of behavoural science in relation to building and creating the audience profile. These could include, but aren’t limited to, behavioural economics, consumer insight, social listening, cultural trends, ethnography, experience mapping, neuroscience etc.

  • C. Challenges & Breakthroughs

    • C01 Challenger Brand Strategy New!

      Celebrating the success of disruptive, game-changing work for an aspiring brand that uses progressive thinking and innovative creativity to challenge the status quo. Describe 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 to create maximum impact. 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.

    • C04 Long-term Strategy New!

      Celebrating the creativity of long-term strategy. How a long-running strategy was instrumental to achieving a brand's purpose, driving engagement and shaping brand identity.

  • D. Partnerships & Perspectives

    • D01 Brave Brands New!

      Rewarding outstanding brand/client bravery including progressive thinking relating to a client brief. Entries should demonstrate risk-taking that has paid off for the client – by taking a chance and/or being open-minded which ultimately lead to a greater ROI / results.

    • D02 Collaboration New!

      Celebrating the intersection between creative agency and/or media and/or brand. Focusing on the existence of a deep shared understanding of the brand and a unified working relationship to achieve the best possible results.

  • E. Transformation

    • E01 Products / Propositions New!

      Integration of a new or developed product/proposition to solve a problem, evolve the business, enhance the user experience, or grow the customer base. Entrants should give a breakdown of how the product/proposition was conceived, implemented and provide analysis of its ultimate impact.

    • E02 Business Transformation New!

      Innovative strategic solutions to business challenges. Entries will need to demonstrate a comprehensive change in business process or structure through technological or strategic transformation. The jury will reward scalable solutions that have a tangible impact on the business model, culture, customer/employee experience, transforming how the business operates.

    • E03 Brand Strategy New!

      Rewarding the core, strategic positioning of a brand. How the value proposition, mission, narrative and brand positioning was achieved, and ultimately led to renewed interest, higher brand affinity and commercial success.

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The Creative Strategy Lions Jury

Tracey Follows Jury 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.

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Adrian Mills

Partner - Creative, Brand & Media
Deloitte Australia


Amanda Fève

Partner, Chief Strategy Officer
The Netherlands


Bridget Angear

Chief Strategy Officer
United Kingdom


Ian Davidson

Executive Director, Strategy & Insights
United States


Lucy Jameson

United Kingdom


Neil Dawson

Chief Strategy Officer, EMEA & APAC
Publicis Sapient


Takeo Shimizu

Brand Experience Design Lead, Senior Manager
Accenture Interactive


Tom Morton

Chief Strategy Officer
United States


Vita Harris

Chief Strategy Officer, Global
FCB Worldwide


The on-going development of the Creative Strategy Lions is guided and steered by the following committee of industry experts:

  • Anna Vogt, Chief Strategy Officer, TBWA UK
  • Guy Murphy, Global Chief Creative Strategy Officer, JWT
  • Lucy Jameson, Founding Partner, Uncommon
  • Brent Nelson, Chief Strategy Officer, Leo Burnett North America
  • Matt Gladstone, Planning Partner, Grey UK
  • Saurabh Varma, CEO, Publicis Groupe SE Asia
  • Sarah Watson, Global Chairman, and Chief Strategy Officer, New York, BHH
  • Harjot Singh, Chief Strategy Officer EMEA, McCann Worldgroup
  • Antonis Kocheilas, Worldwide Managing Partner, Global Strategy, Ogilvy
  • Simon White, Chief Strategy Officer, FCB West USA
  • Neil Dawson, Chief Strategy Officer, Sapient
  • Catherine Moustou, Strategy Director, McGarry Bowen
  • Ian Crocombe, Strategy Director, Creative Lab, Facebook.
  • Ian Davidson, Strategy Director, VML