Last week saw the culmination of the 25th APG Creative Strategy Awards as winners were announced and prizes awarded at an event at the St. Pancras Renaissance hotel.
The APG (Account Planning Group) is a not-for-profit organisation that believes in the importance of excellent advertising and communication, and exists to champion the role of creative planning in delivering this excellence. Every two years the APG holds a prestigious set of awards that celebrates the creative strategy that sits behind brilliant creative ideas and campaigns. Where the IPA Effectiveness Awards are all about 'work that works', the APG Creative Strategy Awards are about the brilliant strategic thinking that inspires the work that works.
This year the standard of entries was as high as ever, with 27 papers making the final shortlist. This year also saw the introduction of a new category: Long Term Thinking. This special category is for brands and campaigns that have been guided by consistently great strategy for five years or more. Given the role that TV plays in building brands over the long-term, it felt like a natural award for ITV to support.
So, as an official sponsor of the awards, we'd like to give a huge congratulations to Snickers, Audi, Ikea and Change for Life.
Here's to long term thinking.