Three Golds Awarded At Re-Vamped 2016 APG Strategy Awards
Three Gold awards were presented at last night’s APG Strategy Awards ceremony in Sydney, recognising: Angela Morris from J.Walter Thompson Sydney for NSW Rural Fire Service; Ali Tilling, Hugh Munro and Christina Aventi from BMF for ALDI Australia and Matt Furlong from UM for the Art Gallery of NSW.
This year the awards were overhauled to reflect the many roles of the modern strategist and the value of their strategic influence. This saw new categories created to recognise business, connections and responsive planning in addition to brand and campaign planning. The shortlist of 23 included cases in all four categories.
In addition to the three Golds, Four Silver and five Bronze awards were also presented. Plus four special prizes and three judges awards.
In another departure from tradition, the judges decided that they did not want to single out one case for Grand Prix, but rather put focus on the trio of Golds, because together they brilliantly showcase the diverse influence of planning across different types of client challenge.
Here is what they said about each Gold winning case:
Turning Apathy into Action for NSW Rural Fire Service by Angela Morris, J.Walter Thompson
The judges said, “This case stood out as a perfect example of strategy influencing creative and outcome through ‘different gears of thinking’. Planning redefined the problem and shaped a brilliantly effective solution via a hard won insight and clever strategic combination of repositioning and reframing. ”.
How ALDI embraced haters to convert thousands for ALDI Australia by Ali Tilling, Hugh Munro, Christina Aventi, BMF
“The judges were impressed by the role of planning here in disproving default logic – that you should fuel your advocates. And instead, through a fantastic insight, planning identified the power of hate, guiding the client to buy a new and brave ‘detractor’ take on the testimonial narrative.”
The Greats for Art Gallery of NSW by Matt Furlong, UM
“This case showed excellent use of data to tap into a high unlikely partnership, that informed a unique engagement approach to win over a cynical audience. Beyond pure connections planning, this thinking unlocked a new connections channel, inspired a new product and even a new way to experience art.”
Speaking on behalf of the APG Judges, Jamie Mackay partner & chief strategy officer- BWM Dentsu summed up:
“This year we have awarded cases that demonstrate excellence in some of the different ways that strategic influence can add value to our clients’ businesses – and we look forward to an increasing amount of diversity in entries in the future, as our role continues to evolve. ”
The APG Strategy Awards are powered by the Communications Council’s Account Planning Group.
2016 APG Strategy Award Winners
GOLD
Entry Title: Turning Apathy into Action
Advertiser: NSW Rural Fire Service
Category: Brand and / or Creative Planning
Authors/Presenters: Angela Morris
Agency: J. Walter Thompson
Entry Title: Only the Brave: How ALDI embraced haters to convert thousands
Advertiser: ALDI Australia
Category: Brand and / or Creative Planning
Authors/Presenters: Ali Tilling, Hugh Munro, Christina Aventi
Agency: BMF
Entry Title: The Greats
Advertiser: Art Gallery of NSW
Category: Connections Planning
Authors/Presenters: Matt Furlong
Agency: UM
SILVER
Entry Title: Turning Around a Four-Year Decline by Reading Between The Lies
Advertiser: Weight Watchers
Category: Brand and / or Creative Planning
Authors/Presenters: Emily Field & Jennifer Rhodes
Agency: BMF
Entry Title: The Idea That Cost Sportsbet Millions
Advertiser: Sportsbet
Category: Brand and / or Creative Planning
Authors/Presenters: David Warren
Agency: BMF
Entry Title: Challenging Australians to Rethink Role Models
Advertiser: Samsung Electronics Australia
Category: Brand and / or Creative Planning
Authors/Presenters: Celia Garforth
Agency: iris Sydney
Entry Title: Make LEGO the Star of Christmas
Advertiser: LEGO
Category: Connections Planning
Authors/Presenters: Chris Colter
Agency: UM
BRONZE
Entry Title: How Planning Kicked Goals On The Toughest Playing Field In Advertising
Advertiser: CrownBet
Category: Brand and / or Creative Planning
Authors/Presenters: Josef Wimberger
Agency: AnalogFolk
Entry Title: Violence Against Women: Let’s Stop it at the Start
Advertiser: Australian Government – Department of Social Services
Category: Brand and / or Creative Planning
Authors/Presenters: Hugh Munro, Kathy O’Donoghue
Agency: BMF & TNS
Entry Title: Revitalising a brand from the inside out
Advertiser: NBN Co
Category: Brand and / or Creative Planning
Authors/Presenters: Moensie Rossier, Megan Hales
Agency: BWM Dentsu
Entry Title: How software Innovation helped lift the veil on insurance to justify the value of NRMA Home Insurance
Advertiser: NRMA
Category: Business Planning
Authors/Presenters: Jamie Watson, Lauren Thompson
Agency: M&C Saatchi Sydney
Entry Title: Young Mens Project
Advertiser: Youth Focus
Category: Business Planning
Authors/Presenters: Melanie Wiese
Agency: Meerkats
SPECIAL PRIZES
Best insight or input
Entry Title: Only the Brave: How ALDI embraced haters to convert thousands
Advertiser: ALDI Australia
Category: Brand and / or Creative Planning
Authors/Presenters: Ali Tilling, Hugh Munro, Christina Aventi
Agency: BMF
Best use of Data
Entry Title: How software Innovation helped lift the veil on insurance to justify the value of NRMA Home Insurance
Advertiser: NRMA
Category: Business Planning
Authors/Presenters: Jamie Watson, Lauren Thompson
Agency: M&C Saatchi Sydney
Best approach to research
Entry Title: Young Mens Project
Advertiser: Youth Focus
Category: Business Planning
Authors/Presenters: Melanie Wiese
Agency: Meerkats
Best strategic collaboration
Entry Title: Violence Against Women: Let’s Stop it at the Start
Advertiser: Australian Government – Department of Social Services
Category: Brand and / or Creative Planning
Authors/Presenters: Hugh Munro, Kathy O’Donoghue
Agency: BMF & TNS
JUDGES AWARDS
Best Written Paper
Entry Title: Challenging Australians to Rethink Role Models
Advertiser: Samsung Electronics Australia
Category: Brand and / or Creative Planning
Authors/Presenters: Celia Garforth
Agency: iris Sydney
Best Presentation
Entry Title: Turning Around a Four-Year Decline by Reading Between The Lies
Advertiser: Weight Watchers
Category: Brand and / or Creative Planning
Presenter: Emily Field
Agency: BMF
Best ‘against the odds’
Entry Title: Revitalising a brand from the inside out
Advertiser: NBN Co
Category: Brand and / or Creative Planning
Authors/Presenters: Moensie Rossier, Megan Hales
Agency: BWM Dentsu
Please login with linkedin to comment
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.