AME’s award-winning Grand 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.
The AME Awards honors not just campaigns that are creative, but campaigns that hit the bullseye for brands, triumphing in both creativity and effectiveness and AME’s Grand Jury are the genius minds behind many of AME’s award-winning entries.
2020 AME Grand Jury member Matias Mero is Chief Creative Officer for Drama Queen Denmark. During his 20-year career Matias has been involved in numerous success stories for various domestic and multinational clients. In his current position at Drama Queen Communications, Matias leads a versatile team of Nordic creatives with globally awarded talent.
AME Awards: Tell us about your process of creating and delivering effective results.
Matias Mero: In Drama Queen we think that great results can be achieved by collaboration of experts from different fields of our service portfolio. First researching and collecting data. Then analysing the data and creating a clever creative concept based on it and the executing and delivering the concept to the right audience in the right channels in the right way. Not forgetting to analyse and optimise the execution as it is going on.
AME Awards: Why are effectiveness competitions like the AME Awards important?
Matias Mero: We are in a business of bringing value to the investments of our clients. In fact instead of beautiful ads or clever ideas the results are the only reason for agencies like us to exist. That is why recognizing work that has shown great and effective results is really important.
AME Awards: What makes you share you time and energy to participate on the AME Grand Jury and what do you hope to learn?
Matias Mero: I have had the privilege to participate as a Jury member in many competitions. For me it gives a great opportunity to see great work and ideas around the world and the thinking behind them. This is very valuable asset to use in my own work later on. In addition, I usually share the best ideas and cases with my colleagues to widen their perspectives.
AME Awards: What multi-channel techniques are being used most to strategically and effectively setapart brands from the pack?
Matias Mero: I think this is always depending of the case in hand. The channel strategy should reflect to the target audience and its behaviour. This together with a solid and emotional creative solution you will be noticed by those you want to.
AME Awards: In your opinion, which brands are doing the most effective millennial friendly creative?
Matias Mero: For sure there are many. I like what Starbucks are doing with their social media, Uber and Lyft have also understood how millennials think and the way they act in the channels they use.
AME Awards: What campaign or campaigns are you most proud of and how did it move the needle for the brand?
Matias Mero: Latest from Drama Queen which made me proud was a CSR communication campaign for our fast food client Hesburger which was launched in a form of mini documentary film. Taking a brave approach and an open attitude towards discussion about CSR of a hamburger chain really made an impact in the perception of the clients towards Hesburger’s brand and CSR became a company core strategy afterwards.
AME Awards: Any advice for entrants? Will you share your tips for entry success?
Matias Mero: Put effort on Your case study / film. Get to the point quickly and have a powerful beginning for the film. Judges watch a lot of case films during the judging work and if they see that and entrant has not put enough pride and effort to the case film there is a chance that it will not get the grades it might deserve.
AME Awards: What cultural and/or social changes do you think will influence this year’s work?
Matias Mero: As the trend is, corporate social responsibility and gender equality will probably continue to be visible in many cases.
AME Awards: AME’s Grand Jury provides the opportunity to earn trophies within a region and on the global stage, what are the advantages for the opportunity to earn both a regional and an international award within the same competition?
Matias Mero: I think it is very important and clever that the entered cases have the opportunity to be seen by regionally selected judges. Many times, a regionally great case can be overseen by global judging from many reasons. When a case, as in AME Awards, is judged by regionally aware judges it will be judged on better basis and more knowledge of the background and basis of ideas as well as scale of the results.
AME Awards: What do you do keep your creative and strategic juices flowing?
Matias Mero: Curiosity, passion and eagerness to achieve best possible results for our clients.