AME announce 2012 Asia Pacific Grand Jury
The AME Awards honoring the world’s best work in Advertising & Marketing has announced the Asia Pacific Grand Jury. On the jury are::
Guy Barke, Senior VP, Asia Pacific Business Director, Grey Group, Singapore
Tim Broadbent, Global Effectiveness Director – Beijing, O & M, China
Eugene Cheong, Regional Creative Director, O & M Asia Pacific, Singapore
Cheuk Chiang, Chief Executive Officer, PHD, Singapore
Bibiana Lee, Creative Director, TBWA, Singapore
Jenny Liu, Director, Strategic Planning, DDB China Group, China
Joey Ong, Chief Strategy Officer, DDB, Philippines
Bindu Sethi, Chief Strategy Officer – Asia Pacific, Grey Worldwide India Pvt. Ltd.
Brandie Tan, Executive Creative Director, BBDO Guerrero Proximity, Philippines
Jury member Bindu Sethi, Chief Strategy Officer-Asia Pacific commented on judging this year’s Asia Pacific entries: “I would like to see work that has effectively solved real market problems, harnessed real market opportunities. Work that was tailor made for the local market using insights which are both human and cultural to address the people of the market in question. Work that did not require massive media money to move consumers to buy the brand, rethink their attitude towards an unquestioned belief or change their behavior from irresponsible to responsible… results that comprehensively prove that the work up for evaluation was more effective in what it achieved than any other work that could be considered competition.”
The AME Awards regional competitions and juries include five regions: Asia Pacific, Europe, Latin America, Middle East & Africa, and North America.
Initiated in 2010, the AME Awards enhanced scoring process improves the accuracy of each entry’s score. This process allows the Grand Jury to evaluate entries using four sections, each with individual scoring weights: Challenge/Strategy/Objectives-20%; Creativity-25%; Execution-25%; and Results/Effectiveness-30%.
Last year, the AME Grand Jury awarded DDB Stockholm AB the coveted Grand Trophy for their entry “The Fun Theory” for Volkswagen BlueMotion Technologies, winning in Autos / Automotive Products. The winning campaign introduced Volkswagen’s BlueMotion Technologies, a line of cars and products that help reduce environmental impact. “The Fun Theory” was also awarded the 2011 AME Green Award honoring an entry whose objective emphasizes resource conservation.