Step into the realm of AME's exclusive interview series, a spotlight on the distinguished members of the AME Awards Grand Jury. Immerse yourself in the thoughts of strategic visionaries as we uncover their viewpoints on the ever-evolving landscape of advertising and marketing. These seasoned award-winning strategists, armed with vast experience and insightful perspectives, bring a wealth of experience and sharp perspectives to the judges table. They will thoughtfully and deliberately determine this year's most creative and effective work submitted into the 2024 AME Awards.
2024 Grand Jury member Patrick Sertã is Strategy Director, BETC HAVAS in Sao Paulo Brazil. He brings over twelve years in the advertising industry, earning experience both on the client and agency side to the jury panel. With his dual experience, Patrick is a hybrid professional. These mixed experiences have made him seamlessly bridge human sensitivity with data-driven rigor, fueled by the belief that strong brands are built from a match of cultural resonance and measurable business growth.Throughout his career, Patrick has worked with iconic brands such as Johnnie Walker, Red Bull, Hershey’s, Ford, among others.
In the interview below Patrick shares his thoughts on the way emerging technologies are shaping the advertising landscape, what he'll be looking for in award-winning creative and effective advertising and his views on why effectiveness competiton are important.
AME Awards: Why are effectiveness competitions like the AME Awards important?
Patrick Sertã: Advertising effectiveness competitions play a crucial role in fostering innovation in the industry and providing a vital platform for emerging professionals. These competitions open up new perspectives within the industry, offering young talents the opportunity to showcase their skills and infuse fresh perspectives into advertising. Considering advertising as a relevant field of study, this knowledge empowers professionals to craft campaigns that resonate not only with sales but also within culture, making advertising much more dynamic and diverse.
AME Awards: As a creative strategist, what stand-out attributes do you recognize in award-winning creative effective advertising?
Patrick Sertã: As a creative strategist, it's clear that I stand out for fresh perspectives. I admire work that highlights the emerging consumer behaviors that evolve every day, every moment, and demonstrates how brands can authentically connect with them. Additionally, when the work teaches us new ways to use emerging technological tools, whether through insight or execution, they truly capture my attention.
AME Awards: How are emerging technologies such as augmented reality (AR), virtual reality (VR), and interactive content shaping the landscape of advertising effectiveness?
Patrick Sertã: We live in an era of lack of focus and attention multiplication. In my strong conviction, the use of technologies and interactive content aims to shorten the path between the brand promise and delivery, reshaping the classic 'RTB - reason to believe.' Creative technologies have proven to be an increasingly fertile field for effectiveness as they can captivate and generate emotions, build shareable memorability, and even foster favorability.