Welcome to AME's exclusive interview series, shining a spotlight on the distinguished members of the AME Awards Grand Jury. In this exploration of the industry's foremost strategy leaders, we delve into invaluable insights into the dynamic landscape of advertising and marketing. These seasoned  award-winning strategists, essential to the AME Awards judging panel, bring a wealth of experience and sharp perspectives to the forefront. Join us on this enlightening journey as we navigate the interplay between creativity, strategy, and effectiveness – the core elements defining the excellence celebrated by the AME Awards.

2024 AME Grand Jury member Monika Hesch is Senior Strategy Director at The Kitchen, the In-house Agency for Kraft Heinz. She is a seasoned brand strategist who brings over 18 years of experience across global markets to the AME jury panel. Her expertise spans various industries, including work with iconic brands such as Heinz, Oscar Mayer, Philadelphia Cream Cheese, Coca-Cola, Canadian Tire, TD Bank, TELUS, and Amazon, among others. Passionate about solving complex brand and business challenges, Monika approaches strategy from a unique perspective, focusing on the human and cultural aspects of marketing.

In her free time, she enjoys watching advertisements, indulging her inner "ad nerd." Monika is also an avid traveler, exploring new and unusual destinations, and a newbie sailor, adding a touch of adventure to her life.

In the interview below Monkia shares her insights on how media marketing has changed the way brands engage consumers, future forward innovations brands are embracing, what she's looking for in award-winning work and much more.

AME Awards: Why are effectiveness competitions like the AME Awards important?

Monika Hesch: Effectiveness competitions like the AME Awards are important because they raise the bar for creative thinking, ensuring brands not only push creative limits but also solve business problems. Smart advertising should always solve human problems, enhance value for consumers, and deliver tangible results. It's important to keep these standards high so as professionals, we're always pushing ourselves to do better work and push creative limits.

AME Awards: As a creative strategist, what stand-out attributes do you recognize in award-winning creative effective advertising?

Monika Hesch: There are several key attributes that distinguish exceptional creative effective advertising, with the most crucial being the ability to address human problems. A successful strategy requires a proper tension as a starting point, which serves as a catalyst for creative problem-solving. This involves creating unique and engaging solutions to human problems, demonstrating the power of creativity in driving impact and effectiveness.

AME Awards: What future forward trends and innovations are brands embracing for 2024?

Monika Hesch: The year 2023 marked the height of the metaverse's growth, and as we enter 2024, the focus will shift to the transformative power of AI in various aspects of our lives, including advertising. AI is poised to change the way we live and work, with increased applications in the advertising industry. Although 2023 saw several AI-driven campaigns, this is just the beginning of a new era in creative advertising. AI will not replace the creative process or professionals in the field; instead, it will serve as a tool to enhance their work. By leveraging AI's capabilities, advertisers will be able to create sharper, more personalized, and engaging campaigns that resonate with their target audiences. This fusion of human creativity and AI-powered technology will lead to a new level of innovation and effectiveness in the advertising indust

AME Awards:  How has media marketing changed the way brands engage with consumers? Are there standout brands who are excelling at skillfully reaching consumers in their own personal lane of interest?

Monika Hesch: Twenty-five years ago, the media landscape was relatively straightforward, with traditional media such as TV, radio, and OOH advertising taking center stage. The tech boom has since led to the emergence of numerous new channels for engaging with audiences. When selecting the appropriate media mix, it is important to consider where audiences are spending most of their time. For demographics like Gen Z and Millennials, social media has become a vital channel, as it is where they dedicate a significant portion of their time. The media landscape will continue to evolve, making it essential for advertising professionals to stay abreast of these changes and develop innovative solutions to connect with audiences where they are.

Kraft Heinz and its brands have successfully tapped into the Gen Z market by utilizing TikTok, a platform that holds significant cultural importance for this demographic. By employing a native approach that is culturally driven, less polished, and highly engaging, Kraft Heinz and its brands have effectively met Gen Z where they are by delivering content that resonates with them.