Creative Business Transformation
The Creative Business Transformation Lions celebrate the creativity that drives businesses forward – creative transformation that changes thinking, buying and behaviour.
The work should demonstrate how creative change has been achieved across core business functions and has delivered a positive impact and growth for business, staff or stakeholders. This could include, but not be limited to, the reinvention of operations and stakeholder experiences, the innovative use of technology and business design and the creation of new products and services in order to generate transformative change.
The work should demonstrate how creative change has been achieved across core business functions and has delivered a positive impact and growth for business, staff or stakeholders. This could include, but not be limited to, the reinvention of operations and stakeholder experiences, the innovative use of technology and business design and the creation of new products and services in order to generate transformative change.
Overview
A number of criteria will be considered during judging, weighted as follows: 30% strategy & process; 35% experience & implementation; 35% business results & impact.
The same piece of work can be entered up to four times in Creative Business Transformation.
For Creative Business Transformation Lions the eligibility dates are 08 February 2022 - 10 April 2025 where the transformation being judged was first implemented within the eligibility period, except for category 'E01 End-End Transformation', which has an eligibility period of 08 February 2020 - 10 April 2025, and category 'F01 Long-Term Brand Platform', which must have been in the market for at least 3 years.
All case films, films, demo films and original content must be subtitled in English.
The same piece of work can be entered up to four times in Creative Business Transformation.
For Creative Business Transformation Lions the eligibility dates are 08 February 2022 - 10 April 2025 where the transformation being judged was first implemented within the eligibility period, except for category 'E01 End-End Transformation', which has an eligibility period of 08 February 2020 - 10 April 2025, and category 'F01 Long-Term Brand Platform', which must have been in the market for at least 3 years.
All case films, films, demo films and original content must be subtitled in English.
A. Transformative Strategy
Work that transforms human insights into strategic advantages, converting innovative concepts into tangible business outcomes.
A01 Transformative Strategy. NEW
Work that transforms human insights into strategic advantages, converting innovative concepts into tangible business outcomes.
A01 Transformative Strategy. NEW
Work that transforms human insights into strategic advantages, converting innovative concepts into tangible business outcomes.
B. Customer Experience Design
Customer-facing creative experience focused design that has created new ways for brands to interact with their customers.
B01 Customer Experience Design.
Creative design of the customer experience. Initiatives that strengthen customer relationships by creating seamless journeys that span the digital and physical worlds, characterised by timely and personalised touchpoints.
B02 Product.
A new or reinvented physical or digital product, launched by an existing brand which has transformed the offer of that brand and addresses evolving customer needs and changes to a competitive marketplace.
B03 Service Design.
New or reinvented cross-channel service design, launched by an existing brand, which embodies a brand’s vision and delivers a frictionless customer journey that is integrated across multiple touchpoints.
B04 Brand Purpose & Impact.
Transformation of a brand’s ethical or socially driven purpose that authentically connects with customers, culture and society. How purpose has been embedded across core business functions. This could include, but not be limited to, product development, customer experience, marketing, people management, supply chains, etc.
B01 Customer Experience Design.
Creative design of the customer experience. Initiatives that strengthen customer relationships by creating seamless journeys that span the digital and physical worlds, characterised by timely and personalised touchpoints.
B02 Product.
A new or reinvented physical or digital product, launched by an existing brand which has transformed the offer of that brand and addresses evolving customer needs and changes to a competitive marketplace.
B03 Service Design.
New or reinvented cross-channel service design, launched by an existing brand, which embodies a brand’s vision and delivers a frictionless customer journey that is integrated across multiple touchpoints.
B04 Brand Purpose & Impact.
Transformation of a brand’s ethical or socially driven purpose that authentically connects with customers, culture and society. How purpose has been embedded across core business functions. This could include, but not be limited to, product development, customer experience, marketing, people management, supply chains, etc.
C. Business Operations and Technology
Redesign of internal operations and technology to drive results, engage employees and build culture.
C01 Operational Transformation.
Wholesale, internal transformation that has created value through the scaled adoption of new or modified ways of working, such as operating models, processes or tools. Changes may involve staff, suppliers, distributors, consumers, regulators/governments.
C02 New Relationship Models.
Reinvention of the way customers use existing products/services, through the creation of new routes to market and delivery methods, such as direct-to-customer models, subscriptions and service-based propositions, often that blend digital and physical behaviours to create long-term customer relationships.
C03 Marketing Technology for Growth.
The strategic application of marketing technology to improve efficiency, reach more customers, strengthen engagement and deliver results, such as retention and conversion of customers. May include, for example, use of third-party platforms (CRM, CMS, payments systems, etc.).
C04 Creative Application of Emerging Technology.
Application of new or emerging technology that transformed how a brand/business and its customers interact. This could include, but not be limited to, the application of AI, data intelligence, cognitive tools, voice assistance, etc.
C05 Venture Models & Corporate Innovation.
Solving business problems through an outside-in approach. The successful creation and launch of new products/services developed in venture models. This could include, but not be limited to, use of incubators, accelerators, R&D and investments in start-ups, etc.
C06 Experience Transformation. NEW
Organisations that have reimagined their internal culture, workplace environment, and employee engagement strategies in ways that improve job satisfaction, productivity, and retention driving meaningful business transformation. The work should demonstrate how implementing creative solutions—whether through communication, technology, or organisational design, created a more dynamic, inclusive, and supportive workplaces, resulting in positive shifts in business performance and employee well-being.
C01 Operational Transformation.
Wholesale, internal transformation that has created value through the scaled adoption of new or modified ways of working, such as operating models, processes or tools. Changes may involve staff, suppliers, distributors, consumers, regulators/governments.
C02 New Relationship Models.
Reinvention of the way customers use existing products/services, through the creation of new routes to market and delivery methods, such as direct-to-customer models, subscriptions and service-based propositions, often that blend digital and physical behaviours to create long-term customer relationships.
C03 Marketing Technology for Growth.
The strategic application of marketing technology to improve efficiency, reach more customers, strengthen engagement and deliver results, such as retention and conversion of customers. May include, for example, use of third-party platforms (CRM, CMS, payments systems, etc.).
C04 Creative Application of Emerging Technology.
Application of new or emerging technology that transformed how a brand/business and its customers interact. This could include, but not be limited to, the application of AI, data intelligence, cognitive tools, voice assistance, etc.
C05 Venture Models & Corporate Innovation.
Solving business problems through an outside-in approach. The successful creation and launch of new products/services developed in venture models. This could include, but not be limited to, use of incubators, accelerators, R&D and investments in start-ups, etc.
C06 Experience Transformation. NEW
Organisations that have reimagined their internal culture, workplace environment, and employee engagement strategies in ways that improve job satisfaction, productivity, and retention driving meaningful business transformation. The work should demonstrate how implementing creative solutions—whether through communication, technology, or organisational design, created a more dynamic, inclusive, and supportive workplaces, resulting in positive shifts in business performance and employee well-being.
D. Data & Analytics
Transformative approaches to customer insight and targeting to effectively build new products/services or scale existing ones. Work that uncovers behavioural truths that enable businesses to capture new audiences and/or create more relevant experiences.
D01 Targeting, Insights & Personalisation.
Transformative approaches to customer insight and targeting to effectively build new products/services or scale existing ones. Work that uncovers behavioural truths that enable businesses to capture new audiences and/or create more relevant experiences.
D01 Targeting, Insights & Personalisation.
Transformative approaches to customer insight and targeting to effectively build new products/services or scale existing ones. Work that uncovers behavioural truths that enable businesses to capture new audiences and/or create more relevant experiences.
E. Business Operations and Technology
Celebrating how a business successfully transforms inside and out.
E01 End-to-End Transformation.
Celebrating how a business successfully transforms inside and out – from internal operations, teams, training programmes and policies to the choice of suppliers and partners, and how all this impacts the products and services, communications and customer experience. The work should demonstrate tangible results within every stage or touchpoint of the transformation.
* There is an increased eligibility for this category of over 5 years: 08 February 2020 – 10 April 2025.
E01 End-to-End Transformation.
Celebrating how a business successfully transforms inside and out – from internal operations, teams, training programmes and policies to the choice of suppliers and partners, and how all this impacts the products and services, communications and customer experience. The work should demonstrate tangible results within every stage or touchpoint of the transformation.
* There is an increased eligibility for this category of over 5 years: 08 February 2020 – 10 April 2025.
F. Long-Term Brand Platform
F01 Long-Term Brand Platform. NEW
Brand platforms that have demonstrated enduring impact over time. The brand platform must show long-term effectiveness in building brand equity, fostering loyalty and delivering measurable business results through continuous, creative communication efforts.
* Three or more distinct campaigns as part of an overarching brand strategy. One of which must have been implemented after 8th feb 2024. The platform must have been in the market for at least three years.