Strategic, Innovative, Analytical Critical Thinkers, Creative Storytellers dedicated to ensuring brand awarness and equity. AME's Grand Jury members are emmisaries of effectiveness, their global reputations as both industry leaders and award-winning marketers guarantee that all entries submitted into the AME Awards are evaluated with the utmost of care and consideration.Their commitment to ground-breaking effective work and their understanding of the partnerhip between creative and effective work have delivered impressive results for prominent global brands.
2022 Grand Jury member, Bastian Goldschmidt is Head of Strategy at Grabarz & Partner, Hamburg, he brings years of strategic experience to the AME Grand Jury panel. Basian believes in the power of emotion and simplicity to unlock the best creative solutions.Throughout his career he has worked for a range of international clients such as Apple, Airbnb, car2go, Porsche and Volkswagen, helping all of them to move people and their businesses at the same time.
In the interview below Bastian shares his perspective on innovations that are changing the way agencies engage consumers, changes in the brand's voice these past years, why he's going to spend hours judging results-driven work from around the globe and more.
AME Awards: Why are effectiveness competitions like the AME Awards important?
Bastian Goldschmidt: Effectiveness competitions remind us what our work is aiming for in the end and inspire all of us for new ways to gain impact. Entering a case is also a great school for rising strategists and strengthen the internal and client’s awareness for success measurement.
AME Awards: Speak to the evolution of brand positioning, values, and tone of voice during the past few years.
Bastian Goldschmidt: Over the recent years, people’s bullshit radar became increasingly sensitive for brands that just talk but don’t act. This has led to more caution when it comes to bold positionings and campaigns but also rewards those who really walk the talk much more than ever.
AME Awards: What innovations are changing the way agencies engage consumers on behalf of brands?
Bastian Goldschmidt: We already saw a huge shift towards digital realities in recent months without seeing a decrease so far. Metaverse and NFTs are the hot buzzwords in every conference call. At the same time they call for substantial business strategies that make use of the digital playgrounds beyond short-term marketing stunts.
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?
Bastian Goldschmidt: I’m curious to see the broad range of creative solutions and their impact on people, brands and businesses. AME provides a great international platform for this and will hopefully excite me with a variety of inspiring cases across markets, countries and industries.