The AME Awards honors campaigns that hit the bullseye for brands, triumphing in both creativity and effectiveness. AME's powerhouse Grand Jury are repected industry pro's known for their contribution to the industry. As award-winners themselves and experts in effectiveness their ability to recognize ground-breaking results-driven work truly sets the bar for this year's competition.
2021 Grand Jury member Alexis Thuller Pagliarini is CEO at Ampro – Brazilian Promotional / Live Marketing Association, he brings years of experience working as brand/marketing manager/director at such top tier companies as Coca-Cola Brazil, Honda and World Trade Center/ Sheraton Comple. On the agency side he's worked at DPZ & T (one of the largest in Brazil), Loducca DDB and was a partner at Impact Group. In institutions, he served as chairman of ABA (Brazilian Advertisers Association) committee, director of AMCHAM (American Chamber), president of MPI (Meeting Professionals International) and managing director of FENAPRO (Brazilian Advertising Agencies Federation)
In the interview below Alexix shares his perspective on the innovations that are changing the way agencies create on behalf of the brand, how media consumption has changed, guidelines for entrants and much more.
AME Awards: As a strategic creative, what stand-out attributes do you recognize in award-winning creative effective advertising?
Alexis Thuller Pagliarini: First of all, the ability to attract attention and impact by creative originality. Then, consistency with the brand needs and the ability to generate results.
AME Awards: Why are effectiveness competitions like the AME Awards important?
Alexis Thuller Pagliarini: The market needs examples and recognition for good work done. Especially those of proven effectiveness.
AME Awards: How has the brand’s voice changed since the pandemic confinement measures? Speak to the evolution of brand positioning, values, and tone of voice during COVID.
Alexis Thuller Pagliarini: Brands are now required to adopt a positioning more aligned with ESG principles. In addition, even more consumer-focused attention is required, demonstrating sensitivity to the problems cause by the pandemic. A Tone of voice of solidarity and respect for the people.
AME Awards: What innovations are changing the way agencies create on behalf of brands or launch new products? Does big data and AI play an even bigger role today?
Alexis Thuller Pagliarini: Brands expect from their agencies a partnership stance in the results of their business and not simply good communication solutions. More than ever, campaigns are expected to be effective. Data management should be part of the solutions, as well as the mastery of innovative tools, including the growing use of AI.
AME Awards: Media consumption has changed dramatically how has this affected the marketing mix?
Alexis Thuller Pagliarini: Although online communication allows better measurement of ROI, offline solutions are still very effective for building brands. It is necessary not to be enchanted with easy solutions just for their assertiveness and ability to measure. Ideal communication is hybrid and diverse!
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?
Alexis Thuller Pagliarini: It will be a rare opportunity to discover creative solutions developed outside the Brazilian market, where I work.
AME Awards: What advice or guidelines would you give to potential entrants on earning an AME Award?
Alexis Thuller Pagliarini: Be bold and aggressive but do not forget to respect the ESG principles. Forget the boundaries and go beyond advertising.