F.Y.I.

Three golds awarded at re-vamped 2016 APG Strategy Awards

Angela Morris from J.Walter Thompson Sydney, Ali Tilling, Hugh Munro and Christina Aventi from BMF, and Matt Furlong from UM, all won gold last night at the 2016 APG Strategy Awards.apg-strategy-awards

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The announcement:

Three Golds awarded at re-vamped 2016 APG Strategy Awards held last night

Three Gold awards were presented at last night’s 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 3 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.”

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