AME’s Grand Jury is the powerhouse behind the prestigious AME Awards, their high standard of excellence ensures that AME’s 26-year legacy is upheld and respected globally both by winners and industry reports measuring creative distinction. 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.
Filmmaker/Creative Director Pejam Fakharian is on the 2020 Grand Jury. He begain filmmaking for advertising agencies in 1996 and has worked for brands such as RADO, SAMSUNG, UNILEVER, ALCATEL, TISSOT, NISSAN, DAEWOO and LG. He introduced corporate video production in Iran in 2015 and has made several such videos, one of which won two silver and bronze medals from the New York Festivals for best writing and film. Pejam has made over 1000 promotional videos so far and was nominated with a TVC for the New York Advertising Festival in 2019 and was selected as the best director of Iranian promotional films in 2007.
AME Awards: Any advice for entrants? Will you share your tips for entry success?
Pejam Fakharian: Ogilvy writes in his book: "If it doesn't sell, it isn't creative." It's true, however, if you take a look at the festivals standards in advertising campaigns, you will automatically have to be creative and effective, because in advertising festivals there are two main features: quality/creativity and result/effectiveness. If your campaign does not include these key features, your efforts won't be accepted or awarded.
AME Awards: What makes you share you time and energy to participate on the AME Grand Jury and what do you hope to learn?
Pejam Fakharian: Imagine seeing the world's most remarkable works from the previous year in one place. This is a wonderful experience that is quite fascinating for someone like me who is always eager to learn. And, along with this visual experience, I will establish many connections with executives, referees and those active in the advertising and marketing industries, which is also great. As a result, judging turns into learning and communication, and this simply is the best reason for me.
AME Awards: Why are effectiveness competitions like the AME Awards important?
Pejam Fakharian: Tham Khai Meng wrote in an article that according to a study, ads that received the creativity award did significantly better than the less creative ads. Not just in terms of awards but also sales. That is, the awards of prestigious festivals such as AME not only help brands find ties and the brands and executives to be seen, but also if they win awards, they can increase their sales by bringing together effectiveness and creativity.
AME Awards: Who is your inspiration and how has this philosophy made you who you are today?
Pejam Fakharian: One of the most inspiring people in advertising for me is David Ogilvy. When I read his Confessions of an Advertising Man, I realized that besides advertising and marketing knowledge, one must be honest about what he or she is doing. This has become my role model. I'm also impressed by the thoughts of William Bernbach and Tham Khai Meng.