AME's Grand Jury members are strategic, innovative, analytical, critical thinkers, and creative storytellers dedicated to ensuring brand awareness and equity, these qualities embody AME's esteemed jury. Serving as emissaries of effectiveness, The 2025 AME jury panel are recognized globally as industry leaders and award-winning marketers, they ensure that every entry submitted to the AME Awards is evaluated with the utmost care and consideration.

Grand Jury member Gabriela Surkin is a marketing and creative director who moved to New York after being granted an "O-1 Visa for extraordinary ability" for her marketing expertise. 

She has extensive experience managing marketing campaigns and leading cross-functional teams. Her global experience includes various continents, including South America, Europe, and North America. Among her achievements, she won a TikTok Award for her innovative financial strategy for Prestalo, which earned her the title of having the best financial channel on the platform. Gabriela also spearheaded successful campaigns for Finmarie, helping the Berlin-based financial startup to achieve early-stage funding of EUR 1.4 million. Furthermore, she created a LinkedIn campaign that helped elevate Finmarie's founder, Karolina Decker, to recognition as one of Germany's 50 most influential advisors. Additionally, Gabriela was awarded the prestigious best marketing campaign award from AAM for her contributions at Radio Mitre S.A.

Gabriela's entrepreneurial established her fashion brand, MIIST, which garnered attention from leading publications such as Harper's Bazaar, Cosmopolitan, and La Nacion. Her designs were even showcased at the National Costume Museum of Argentina, while her collaborations with Nous Etudions saw her presenting capsule collections at the Buenos Aires Fashion Week.

In the interview below Gaby shares her perspective on leveraging short form video to connect with younger audiences, audio branding, what qualities define award-winning work and more!

AME Awards: From your perspective as a creative strategist, what standout qualities define award-winning, effective advertising today? 

Gaby Surkin: There is a certain level of pleasure in finding discomfort in the unknown. Ingenious and out-of-the-box campaigns are the most memorable and successful creative work. 

I am amazed by campaigns integrating art and culture in all forms, including historical movements, films, and music soundtracks, to create a new point of view and immersive experience. 

Cultural and artistic movements have had a significant impact historically, often influencing people's subconscious. Works that effectively combine these elements and convey a message that viewers can recall in crucial situations are the ones that leave a lasting impression and generate impactful memories.

AME Awards: Why are effectiveness competitions like the AME Awards essential for measuring impact and industry growth?

Gaby Surkin: Competitions like the AME Awards are essential for measuring impact and industry growth. They enhance visibility, helping participants reach a wider audience and achieve financial success.

Having been both a winner and a juror, I find it exciting to discover colleagues' creativity, the new waves of communication, and approaches to engaging new generations. It highlights the importance of impact and purpose, empowering creators to continue producing meaningful marketing.

Striving for excellence and creating exceptional work is a powerful motivation. Being recognized alongside the best in the industry is a significant achievement that inspires the creative community. 

Client satisfaction should always be the primary goal, but let's be honest: any awards are incredibly satisfying bonuses.

AME Awards: With audio branding gaining traction, how are brands leveraging sound to build identity and connect emotionally with audiences? Are there standout examples of campaigns that used audio effectively to reinforce brand recall and impact?

Gaby Surkin:The immersing experience takes the whole advertising experience to another level; music is a form of art that has been with us since the beginning of humanity. A multicultural connection between individuals sets the tone for what is coming and what you experience. Music triggers emotions in the most profound sense. Brand sounds are now as recognizable as logos.

A great example is Netflix's famous trademark "ta-dum" opening sound. The sound is so distinctive that even animals react to it; one notable viral moment was a cat responding. An adorable cat and a social media that reaches millions went so viral that it was even featured in the news. 

Links: News, Netflix Cat

AME Awards: How are brands leveraging short-form video and user-generated content to connect with younger audiences? Are there any standout examples of success?

Gaby Surkin: The new generation, especially Gen Z, values representation and focuses on self-expression, unique values, and showing one's unique identity through purchases rather than just displaying status through expensive brands. (That is why expressive luxury brands are increasing significantly) 

TikTok emerges as an unfiltered, more approachable social media channel where Gen Zers can express themselves without being as staged as other channels. 

I find the collaboration between Acne Studios and TikTok star Delaney Rowe particularly interesting. She explores dynamics and tropes often seen in popular TV shows and movies. In this collaboration, Delaney creates a typical "glow-up" scene reminiscent of teen movies and incorporates various pieces from Acne Studios into it. As a result, people engage with the entire short video instead of instantly skipping it because it feels like an advertisement.

Link: Acne Studios short video