AME's Grand Jury members have a reputation for innovation, creative excellence, and strategic mastery, they deliver distinctive and effective results for global brands. As award-winners, they view all entries with experience and understanding of what attributes set the bar for effective excellence. Their high standard of excellence guarantees that AME’s 28-year legacy is upheld and respected globally both by winners and industry reports measuring creative distinction.
2022 AME Grand Jury member, Joss Diaz Camarena is a trend expert and smart data analyst with 18 years of experience working in advertising for leading global brands such as Heineken, Bayer, Johnnie Walker, Audi, Unilever, Distroller, Netflix, etc.She has been part of strategy teams in both local and global agencies such as Publicis, BBDO, Terán TBWA, Promored, etc. Founder of Popsetters®, a creative laboratory based in data and trends analysis. Joss is a proud feminist and part of Publicitarias®, a LATAM NGO focused in breaking genders stereotypes and violence in advertising.
Joss shares her perspective on new innovations, the evolution of brand positioning, how brands have adapted to consumer's lifestyle and much more.
AME Awards: What stand-out attributes do you recognize in award-winning creative effective advertising?
Joss Diaz Camarena: Meaningful and relevant to culture, to boost conversation, to connect with different audiences, creative ideas and measurable solutions.
AME Awards: Why are effectiveness competitions like the AME Awards important?
Joss Diaz Camarena: Because our mission as business partners is to drive effectiveness for our clients, to help them solve business challenges everyday through innovation.
AME Awards: Speak to the evolution of brand positioning, values, and tone of voice during the past few years.
Joss Diaz Camarena: The values of the new generations has presented us with an unique and amazing challenge because young audiences are leading trends and pop culture. Discovery is their mantra, so they need daily inspiration and attraction to be engaged with brands. That is why brand positioning and values should be fluid, diverse and honest with a purpose, because those values are the “new black”.
AME Awards: What innovations are changing the way agencies engage consumers on behalf of brands?
Joss Diaz Camarena: Innovations based in digital communities, trends and conversations. Connecting brands and trends to the right audience at the right time.
AME Awards: How have brands successfully transformed to adapt to consumers’ lifestyles and spending habits the past few years?
Joss Diaz Camarena: In these pandemic years, the successful brands are the ones that have been fluid yet resilient. They have adapt messages, campaigns and products in a consumer centric way, taking advantage of new habits, uses, priorities and drivers.