AME’s 2025 Grand Jury embodies strategic thinking, innovation, analysis, and creative storytelling to champion brand awareness and equity. As global industry leaders and award-winning marketers, they serve as emissaries of effectiveness, their industry perspective and creative insights raise the bar and ensure that only the most creative adn impactful work is awarded.

Grand Jury member,  Lori Hamilton, President/CEO of Prospertity Productions brings onver 20 years experience across a broad range of industriesto the jury panel.  She is an expert on insights and innovation, helping companies stand out from the competition with innovative solutions that really work. She specializes in customer journey work, marketing strategy, innovation and business transformation/growth. A sought-after speaker for places such as Google, Amazon, Samsung, Deloitte and Microsoft, she has worked on strategy, product development, creative direction and positioning for more than 100 Fortune 500 companies, generation more than $3 billion in sales.  

Lori teaches at Columbia University and is currently working on both a TED talk and a book of cultural trends and customer engagement. Taking a customized approach to facilitation and insights, her clients have included IBM, Microsoft, USG Corporation, Colgate, CitiBank, Rubbermaid, American Express, CibaVision, Deloitte Consulting, AIG, MetLife, Merrill Lynch, Herman Miller, Goldman Sachs, JP Morgan, Steelcase, Sony, The Wisconsin Department of Economic Development as well as numerous small businesses, Internet companies and manufacturers. Her facilitation work has resulted in the development of new products, new positioning, break-through, award-winning creative – even new distribution and sales channel approaches. She has also facilitated an all-day national session on The Future of the Workforce at the US Chamber of Commerce.

In the interview below Lori shares her perspective on the evolution of purpose-driven advertising, the role of storytelling in a campaign, the challenge of maintaining effectiveness across global markets and more. 

AME Awards: Why are effectiveness competitions like the AME Awards essential for measuring impact and industry growth? 

Lori Hamilton: It’s important for all of us to keep the eye on the ball of what marketing communications are meant to do: to persuade, to entice, to educate. It can seem somewhat crass or “too commercial” to focus on that, but why?  Do you remember the Energizer Bunny? What you may not recall is that the initial award-winning campaign didn’t make it clear which battery brand was being advertised. Despite all the public accolades and attention for the campaign, it initially increased sales of Duracell, Energizer’s competition. Similarly, think about Michelangelo. He was NOT a big fan of the Catholic Church, but he took their money and made the Sistine Chapel, putting his own spin on key themes. Even Andy Warhol cut his teeth in art by making advertisements.  Effectiveness is one of the key parameters of all our work.  For those who can create great ideas that also impact the world, what could be more important?

AME Awards: How do you see purpose-driven advertising evolving in terms of effectiveness? What are some strategies brands are using to resonate with consumers? 

Lori Hamilton: During the 1980’s a Yankelovich did a global survey on what makes someone “a success.”  We all agreed that it was “having a lot of money.” In the 90’s it was “having flexibility of time.” In the 2000’s it was “flexibility of place” due to access to technology.  But during the 2008/2009 recession, we all took a step back from the broken promises of the workforce and agreed that “living your life with purpose” was the new symbol of success. Unfortunately, many of us forgot to add the words “can afford” to live you life with purpose.  Coming out of the pandemic, that feeling of wanting to work for and do business with organizations that have a sense of purpose has become even stronger, along with an ever-increasing skepticism about companies who declare they have a purpose but don’t back it up. No one likes to be told what to think or how to feel. 

Here's an example.  A 65-year old fry cook works for McDonalds. This gentleman has had issues with incarceration and addiction, but now he’s on the straight and narrow. He prides himself on being the Fry Captain for his McDonald’s. And he loves the company, until… During the pandemic, McDonald’s advertises that they are giving away 12 million meals to essential workers, but no one comes to thank him, an essential worker for making even one of those meals. It’s like having a friend that you think is not that affectionate, then you see her at a party hugging on everyone but you.  “THAT was available?  Just not for me?” you say. Now this man is picketing for unionization at McDonald’s.

Mark Truss of JWT now WPP did a global study that found a 57% increase in brand value for brands that walk the walk with their declared purpose.  Avon is a great example with their work on breast cancer. Guess what the increase in brand value was for those that only promote their purpose?  ZERO.  Post-pandemic, being seen as a brand with purpose has to be earned rather than declared.  Consumers decide if you have purpose, not you.  Our studies have found that brands who put the focus on what matters to consumers FIRST, rather than humble bragging are doing well.  We did a study with 20,000 20-something influencers. You know what makes a great brand? The same thing that makes a great dinner guest. They talk about a variety of subjects, they stay topical and don’t talk too long (think Snapple cap bits of info). They talk about what YOU want to talk about.  One of the best brands for this group is Sharpie.  Sharpie almost never talks about their products. Instead, they feature their customers doing amazing art, creating amazing things. Both the product sale AND the company’s purpose (supporting creatives) is implied, meaning the consumer decides for themselves. 

One last fun fact on this. Do you know what information source we trust above all others? When you tell yourself.  Purpose-driven advertising that lets the audience decide, wins.

AME Awards: In your experience, what role does storytelling play in the effectiveness of a campaign? Are there elements of narrative or structure that make campaigns especially memorable or impactful? 

Lori Hamilton: I like to say that “Captain Logic is the worst superhero ever.”  Captain Experience, Captain Compelling Story are much better on the job.  Again, the key here is to have the story unfold for the audience.  Ever read a murder mystery where you figure out the killer early on? BORING. Not fun. Trust your audience to be smart, but don’t burden them with confusing details.  Let them have a tiny discovery, a tiny surprise ending that makes sense only in retrospect.  A good rule of thumb I learned from a mentor about storytelling.  Take your fancy concept – be it a feature film, a novel or an ad campaign – and tell it to an 8-year-old. If you can keep their attention, you’re ready to start producing it.  If not, go back to the drawing board.

 AME Awards: What challenges do brands face in maintaining effectiveness across diverse global markets, and how do you approach creating strategies that resonate across different cultures?

Lori Hamilton: Having done projects in 23 countries in wide range of audiences, one thing I’ve learned for sure: assume you don’t know. Assume you don’t know the cultural context, the social/business customs, the hot spots (language, ideas, etc.) that can trigger responses.  Ask, ask, ask. Ask people to tell you stories. Ask your native-language, grew up in the region colleagues what people like you get wrong.  Ask them to tell you stories and give examples of how they interact with their friends, their families, their business associates.  Then, do your best work, and ask for feedback again. Then TEST the living daylights out of your work with QUALITATIVE interviews, ideally done by a native speaker or in collaboration with someone local. If you can’t do that, then hire a local university student or professor to be your “cultural” guide.  

Protip. Translate your screeners and guide, then BACK translate them. We once had a question on a guide for audiences in France that asked “what would someone coming into your job need to know?” It had been translated as “if someone broke into your office, what would they want to know?” We also had a translator from Spain translate the word “snack” as “hors d’oeuvres” for audiences in Latin America.

Here are just a few of thing things I’ve learned along the way:

People in China trust and respect others who not only speak their language, but also their dialect. Since the traditional HR protections we are accustomed to don’t exist in China, their orientation to work, brands and their employers is different from those of us in the United States.

 Brazil has lovely people but terrible infrastructure. Get cell phone numbers. Assume people will be late. Also, there is a fine line between confidence and arrogance with this audience. Your language choices will make all the difference in audience engagement.

People in Amsterdam talk a good game about individualism and standing out, but also strongly adhere to the “tallest poppy gets pruned” social standards.

Business audiences in Germany have no tolerance for greenwashing. Prove it or lose it.

People in Latin America are baffled by how people in the United States think about food. We were once asked to partner on a study about snack foods in which we asked, “how often do you eat food because it tastes good?” WHAT? “Why would you EVER eat food that doesn’t taste good?” our audiences wondered.