Chaired by Head of Strategy at True Digital, James Caig

Bogdana Butnar is Head of Strategy at Poke, a London digital agency within the Publicis UK Group. A comms planner with 15 years of experience, she has worked in multiple markets and for various industries including FMCG, Telco and Tech, and was previously MD of CRM agency MRM Worldwide, leading its digital transformation.

Kevin Chesters is Chief Strategy Officer at Ogilvy London, having previously held senior strategic roles at British Telecom, Saatchi & Saatchi, Wieden + Kennedy & mcgarrybowen. He’s won lots of awards, both strategy and creative, for famous things like “Old Lions” for Carlsberg, “Dancing Pony” for, and lots of lots of Honda things.

Clare Phillips joined ITV in June 2013 to head up Brand Planning.  Before ITV, she headed up the research and insight team at Channel 4. Prior to this, she led the planning team at the BBC’s in house agency Red Bee, having set up planning at Sky.  

She has won numerous awards for her work including Gold, Silver and Bronze IPA Effectiveness Awards for launching Dave; re-launching ITV; long running effectiveness of The Economist and relaunching uktv factual.  This year she has won 16 marketing, media, event and sports awards for her work in creating I am Team GB, The Nation’s Biggest Ever Sports Day. 

James Caig is Head of Strategy at True Digital in Bristol. He was previously Head of Strategy at Isobar and MEC, is currently chair of APG West and will host what promises to be an illuminating session.

Transformational Thinking

We are living in volatile and complex times. The average lifespan of businesses is getting shorter. The competition they face is more diverse. Each year the challenges of technological change and consumer expectations intensify. For brands who want to thrive in this transforming world, adaptability and inventiveness are as essential as brilliant strategy.

Transformational times demand Transformational Thinking, and this is why the APG picked this as the theme for its Creative Strategy Awards this year. The awards showcase strategies that demonstrate a transformational approach to solving business problems and building brands. In this session we bring together four of the judges responsible for selecting the final shortlist of 25 papers, from more than 150 entries.

Those entries came from iconic brands that reinvented themselves or their category; brands that wield technology to change behaviour; agencies that developed new models of communication; strategists pursuing real-world problems no one has yet solved. Something for everyone.

The panel debate will cover the characteristics of transformational thinking, the themes that emerged from this year’s winners, and the techniques any brand can use to move beyond the conventions of its competition.