2019 AME Grand Jury Perspective: Eoin Sherry McCann
AME’s award-winning Grand Jury members have a world-wide reputation for innovation, creative excellence, strategic prowess, and the ability to deliver distinctive and effective results for global brands.
The AME Awards honors not just campaigns that are creative, but campaigns that hit the bullseye for brands, triumphing in both creativity and effectiveness and AME’s Grand Jury are the genius minds behind many of AME’s award-winning entries.
Grand Jury member Eoin Sherry is Creative Director/Art Director for McCann Worldgroup Milan and brings 15 years’ experience to the 2019 AME Grand Jury panel. In 2014 Eion moved to Milan and joined the McCann Network where he works for such prominent clients as Coca-Cola, Ab inbev, Fiorucci and MTV. Previously he worked at agencies such as Remo and Shackleton for such high-profile clients as Mitsubishi, Vodafone, Henkel and Loterias.
A graduate of University Nebrija in Madrid with a degree in advertising and public relations, and a master’s degree in Creativity, Eion’s worked as a graphic designer in small studios in Madrid followed by stints at MY Space and Fox as an art director.
AME Awards: AME’s winners and entrants are behind some of the most innovative leading-edge creative work on the planet that delivers the most impactful result. Tell us about your process of creating and delivering creative and effective results. Are your ideas inspired or do they come together as the result of a collective brainstorming session with your team?
Eion Sherry: Each project has a different method, it really depends on the timing and resources. Anyway, we believe that each team (copy and art) should take some time to deep dive in the subject of each brief, in order to find real true universal insights. Then the discussion is open, the more people join the discussion the better and more objective is the result. Once the insight is evaluated and proofed to be meaningful and fertile, we start to bring down to earth the concept and the executions.
AME Awards: As a strategic creative, what stand-out attributes do you recognize in award-winning creative and effective advertising…what do ads that have taken the brief and turned it into campaign that transforms opinions, evokes action and raises the bar for the brand have in common?
Eion Sherry: Good creativity needs effectiveness to be considered good, otherwise is just a waste of time and money and that is an unsustainable model. Our ideas need to solve at least our client’s problems. But to win an award in effectiveness it needs to fly way over the initial objectives. To be outstanding creativity should be powerful enough to change attitudes, opinions and even become pop culture.
AME Awards: Why are effectiveness competitions like the AME Awards important?
Eion Sherry: Because they recognize the work of the people that believe in the power of creativity.
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?
Eion Sherry: Because is an honor to be chosen by one of my own colleages as someone with this criteria, Judging is always very inspiring and knowing other people with the same passion and a lot f expertise is a very rich experience and a great opportunity to learn.
AME Awards: What is your all time, favorite most creative and effective ad and/or ads (share the link or a visual) and why in your opinion did they triumph?
Eion Sherry: The Great Schlep (Droga 5) got the elderly Jewish voter in Florida to vote for Obama thanks to their grandchildren. Making him the first black president in USA.
AME Awards: In your personal work what are the hallmarks of creative and strategic success? What campaign or campaigns are you most proud of (don’t be shy brag about your accomplishments)?
Eion Sherry: The voice of voices in 2017 got a lot of people in Italy to donate the audio of just 1 word to create an entire data base of audios for the speaking systems of the ALS patients.
AME Awards: What advice or guidelines would you give to potential entrants on earning an AME Award?
Eion Sherry: Dream Big…
AME Awards: AME’s Grand Jury, emanating from 5 regions around the globe provides the opportunity to earn trophies within a region and on the global stage. Why in your opinion is the idea of AME’s Grand Jury judging both regional and then the entire Grand Jury judging all the Gold winning work to select Platinum winners and Best in Show important to both entrants and to jurors?
Eion Sherry: Because you get to be in touch with those projects that have the capacity to teach everyone a lesson of how to get results.
AME Awards: What is one secret of your success that no one knows about you (till now)?
Eion Sherry: I work in bed.
AME Awards: What philosophy or iconic individual inspires you in both your career and life?
Eion Sherry: Enjoying with humility the present, keeps alive your inner child. My parents are my role model.