Three Gold, four Silver, five Bronze handed out at revamped 2016 APG Strategy Awards in Sydney; BMF most awarded agency with seven wins

_79A1580 (1).jpgThree 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.
_79A1591 (1).jpgIn 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 _79A1576 (1).jpgclient 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."

BMF Team photo at APG (1).jpgBMF (left) was by far the most awarded agency with an unprecedented result, taking home a total of seven awards: 1 Gold, 2 Silvers, 1 Bronze, 2 Special Awards and 1 Judges Award across four different clients, ALDI, Weight Watchers, Sportsbet and the Australian Government's Department of Social Services.

Speaking on behalf of the APG Judges, Jamie Mackay, partner and chief strategy officer, BWM Dentsu: "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 

3 Comments

Sceptic said:

It is interesting to see the high correlation between awarded agencies and final round judges.

Cynic said:

Where do they get the energy to care?

Walshy said:

Go Hughberto!!

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