Join us for AME's exclusive interview series, where we shine a spotlight on the 2024 AME Awards Grand Jury. Known for creating impactful results-driven work for prominent brands, these innovative strategists are respected globally for their award-winning campaigns. AME's jury panel includes creative and strategic minds in advertising, marketing communications, and brand building from around the globe whose stellar reputations and commitment to both creative and effective work set the benchmark for innovation.
2024 Grand Jury member Shingo Suzuki, Senior Planning Director at McCann Worldgroup Japan. He brings years of experience to the jury panel. Prior to this position, he was an Associate Strategy Director at R/GA Tokyo, Japan where he worked on clients such as NIKE and also shared his talents with Publicis. Shingo began his career in the industry at Dentsu's headquarters in Tokyo, Japan, as an Account Planner in the Sports Department, handling broadcast rights holders including (but not limited to) FIG (Federation Internationale De Gymnastique), ITTF (International Table Tennis Federation), JFA (Japan Football Association), R&A (Royal and Ancient Golf Club of St Andrews), IMG (International Management Group) and many more.
In the interview below Shingo shares his industry perspective on a variety topics including new technology, data analytics, how brands are embracing social responsibility and more.
AME Awards: Why are effectiveness competitions like the AME Awards important?
Shingo Suzuki: By celebrating effective campaigns, fostering industry growth, promoting accountability, and building consumer trust, effectiveness competitions like the AME Awards act as catalysts for a healthier, more impactful marketing ecosystem.
AME Awards: What future forward trends and innovations are brands embracing for 2024?
Shingo Suzuki: There are 2 technologies that I personally am interested in:
BCI (Brain-computer interfaces):
From Neurogaming perspective, some brands are developing BCI headsets for immersive gaming experiences, allowing players to control characters or environment with their thoughts. As accessibility solutions, BCI technology has the potential to revolutionize communication and control for people with disabilities. Some brands are exploring its use for controlling prosthetic limbs or assistive devices.
Quantum Computing:
From Drug discovery and development perspective, some pharma brands are partnering with quantum computing startups to accelerate drug discovery and design more effective medications. In terms of Material science and optimization, brands that produce aircraft or car are exploring the use of quantum computing to optimize materials for their manufacturing, leading to lighter, stronger and more fuel-efficient designs.
AME Awards: How has the use of data analytics and artificial intelligence impacted the effectiveness of advertising campaigns?
Shingo Suzuki: Driven by the need to maximize impact and reach the right audience, brands embrace data analytics and AI to create hyper targeted ads, optimize spending, and leverage data driven decisions. This trifecta unlocks increased engagement, improved ROI, and ultimately, paves the way for future marketing success.
AME Awards: With an increasing emphasis on corporate social responsibility, how do brands effectively communicate their values and societal contributions in their marketing strategies?
Shingo Suzuki: To authentically communicate values and societal impact, brands must align purpose with action, share personal stories, empower participation, measure progress transparency, and adapt based on feedback, building trust and fostering genuine connections for long-term success.