2019 AME Grand Jury Perspective: Carolina Pinheiro
AME’s Grand Jury is the powerhouse behind the prestigious AME Awards, their high standard of excellence ensures that AME’s 25-year legacy is upheld and respected globally both by winners and industry reports measuring creative distinction. With a world-wide reputation for innovation, creative excellence, strategic prowess, and the ability to deliver distinctive and effective results for global brands, their dedication results in truly award-worthy work being recognized
2019 Grand Jury member, Carolina Pinheiro is founder and CEO of the advertising agency Inbrax in Chile. During her 8 years in management, the agency has positioned itself as one of the most creative independent at the Chilean market in various international rankings (WINA Festival, creativepool Top 25, bestadsontv, Crema Ranking by Adlatina, Lüerzer’s Archive, FICE), with multiple awards whether in Chile and abroad. In addition, she has led the entire process of digital transformation of the agency.
She is also a founding partner of BrI Consulting, a consulting firm specialized in guiding companies interested in investing or opening operations in either the Chilean or Brazilian market. Throughout her almost 15 years of experience within the Chilean market, she has developed her career and served at such companies as Montt & Cía and Lagos Maclean Abogados, always leading the Brazil-Chile investment area.
Carolina is currently a member of the Bar Association of Maranhão - BR OAB / MA 6.160, member of RedMAD (Women in Senior Management) and mentor in WoomUp!
AME Awards: Why are effectiveness competitions like the AME Awards important?
Carolina Pinheiro: Connecting with the consumer is an art, an increasingly complex art, mainly today, in times of multiplatform, hyper connection, excess of exposure to information, excess, excess, excess... That's why AME Awards are so important, because they show us how successfully effectiveness and creativity has really connected with consumers, proving that it continues to be the driving force behind global sales. Most festivals focus 100% on creativity, however AME values the integral marketing strategy, ensuring coherence and consistency throughout its development.
AME Awards: Why did you agree to participate on this year’s AME Grand Jury and What do you hope to learn by viewing entries into this competition?
Carolina Pinheiro: For me it is a great honor to be part of the Grand Jury of the AME, so accepting the invitation was not a difficult task, quite the opposite. My expectation is to learn and be inspired by different and innovative marketing cultures.
AME Awards: What is your all time, favorite most creative and effective ad and/or ads and why in your opinion did they triumph?
Carolina Pinheiro: I highlight Dove's Real Beauty campaign. It is a 2004 campaign, world-renowned and awarded, that celebrates the natural beauty of women, in its most varied representations, inspiring them to have confidence and feel comfortable with themselves.
I think this campaign marked a milestone, a before and after in the way of communicating and connecting with women. Many social movements associated with feminism were born after this campaign, coincidentally or not. In practice, we saw how a brand can generate a tremendous positive impact on society.
AME Awards: What advice or guidelines would you give to potential entrants on earning an AME Award?
Carolina Pinheiro: Be precise in the construction of your case and clear about the objectives and KPI´s achieved.
AME Awards: What is one secret of your success that no one knows about you (till now)?
Carolina Pinheiro: Being a lawyer working in marketing gives me some tools and competitive advantages that I have learned to benefit in favor of my clients. In addition to that, work hard, always study, connect with different realities and cultures, seek excellence in everything one does and surround yourself with competent people and that stimulate you intellectually.
AME Awards: What philosophy or iconic individual inspires you in both your career and life?
Carolina Pinheiro: I could name many famous people that inspire me. However, I must also admit that I am generally inspired by ordinary people, who generate impact in their community, in their close environment. Generally, they are people who act without any intention of return besides doing good, and, in the end of the day impact and inspire hundreds of souls. I'm inspired by local heroes.