AME's esteemed Grand Jury members understand what it takes to deliver creative and strategic campaigns that move the needle for brands.These globally respected, award-winning executives bring innovation, industry expertise, and a 360-degree global perspective to the judging panel. Their industry experience and strategic expertise provide them with an understanding of the partnership between creativity and effectiveness.
2025 Grand Jury member, Luís Figueiredo is Executive Creative Director at Publicis Brasil, with 20 years of experience in the industry. He has spent a total of 10 years as a creative leader, helping to build great teams and major national and international brands, such as Honda, Chevrolet, P&G, Carrefour, Nestlé, among others. Throughout his career, he has worked at agencies such as Ogilvy, Publicis NY, and Publicis Brasil, where he created award-winning campaigns at the top advertising festivals: Cannes Lions, New York Festivals, One Show, LIA, Effie Awards, Clio, El Ojo, among others.
In the interview below Luis shares his perspective on the elements of award-winning campaigns, the role of storytelling in effective work, the evolution of purpose-driven advertising and much more.
AME Awards: From your perspective as a creative strategist, what standout qualities define award-winning, effective advertising today?
Luís Figueiredo: A successful advertising campaign today is one that manages, in some capacity, to tap into a social or cultural relevance. This isn’t just about reaching an audience—it’s about creating a real, meaningful connection. Campaigns that break out of the “advertising bubble,” expanding beyond the boundaries set by media budgets, are the ones that leave a lasting impact. These campaigns generate far more than just "media impressions;" they cultivate what I like to call "good impressions." This is when a campaign resonates with consumers on a deeper level, sparking conversations, challenging perspectives, or even creating entirely new discussions within society. The ability to cut through the noise and be relevant to current social or cultural conversations is what separates ordinary campaigns from those that win awards. In today’s fragmented media landscape, simply showing up isn’t enough—brands need to show they care about real-world issues, and, more importantly, that they are capable of creating a cultural shift or dialogue that transcends the immediate scope of a product or service.
AME Awards: Why are effectiveness competitions like the AME Awards essential for measuring impact and industry growth?
Luís Figueiredo: In today’s marketing landscape, "performance" has become one of the buzzwords of the moment. We hear it constantly in client meetings—whether it's about conversions, ROI, or measurable KPIs. And while performance is certainly important, it can be achieved in many different ways, sometimes with heavy financial investments and by leveraging various strategies. The AME Awards are vital because they remind us that creativity is just as, if not more, powerful in driving real performance. Often, a well-executed creative idea can generate massive results with far less media spend—this is the magic of truly effective advertising. The idea itself is the spark that can ignite everything from audience engagement to viral conversations. In a world obsessed with performance tools and tech-driven solutions, the AME Awards bring us back to the fundamentals: creativity, the idea, and the emotional resonance it creates with consumers. It reinforces the importance of staying true to the human side of marketing—making real connections and having a lasting, meaningful impact, not just tracking short-term performance metrics.
AME Awards: How do you see purpose-driven advertising evolving in terms of effectiveness? What are some strategies brands are using to resonate with consumers?
Luís Figueiredo:Purpose-driven advertising has undergone a rapid evolution in recent years. Initially, it was seen as a must-do—brands that could tie their campaigns to a higher purpose, to social causes or broader societal goals, were praised. However, this over-saturation of “purpose-driven” messaging has led to some disconnection, particularly when brands attempt to align themselves with causes that don't feel genuine or relevant to their core business. Some brands became so focused on finding their "purpose" that they lost sight of their core identity, leading to campaigns that felt detached from the product or service they were supposed to represent. This disconnect has sometimes alienated consumers, who have become increasingly skeptical of "performative" purpose-driven campaigns.
However, I believe we’re now seeing a shift. Purpose-driven advertising is evolving to focus more on authenticity and alignment with the brand's true values. Campaigns are shifting from abstract, generic causes to real, grounded discussions that feel relevant to the brand’s business and its consumers. There’s been a return to more direct communication, where the product itself becomes a tool for delivering an experience or fulfilling a need, and where entertainment, emotional connection, and desire are built through narratives that center on the product, rather than the overarching purpose of the brand. With the rise of the creator economy, brands now have more opportunities to connect with audiences through more natural, personal storytelling. This means they can entertain, engage, and spark desire without resorting to overly lofty causes. Brands that understand this shift, and embrace a more direct approach to connecting with consumers, tend to perform better in this evolving landscape.
AME Awards: In your experience, what role does storytelling play in the effectiveness of a campaign? Are there elements of narrative or structure that make campaigns especially memorable or impactful?
Luís Figueiredo: Storytelling has always been a cornerstone of effective advertising, but in today’s complex, multi-channel environment, its role is more important than ever. One of the most interesting terms I’ve come across recently in the context of consumer behavior is the “Confusing Journey.” In the past, a consumer’s path to purchase was much more linear. Brands had a clearer path to follow, with fewer touchpoints and a greater sense of control over how and when their message reached the audience. Today, the journey is highly fragmented, with countless interactions and touchpoints spread across multiple platforms, channels, and devices. This creates a complex landscape for brands trying to navigate how to communicate with their audience effectively.
In this fragmented world, storytelling is essential for creating a cohesive narrative that helps guide the consumer through this "confusing journey." A good story is what binds all these touchpoints together and ensures that, regardless of where the consumer interacts with the brand, the message remains clear and impactful. The role of storytelling is no longer just to entertain, but to drive understanding and foster emotional connections, guiding the consumer toward the desired action, whether it’s making a purchase, signing up, or simply becoming more aware of the brand.
The key elements that make a campaign's narrative memorable and impactful are relevance and resonance. A strong campaign often reflects themes and topics that are currently relevant, tapping into ongoing conversations or societal debates. This helps the brand feel timely, current, and engaged with the world around it. But, just as importantly, the brand must contribute something meaningful to the conversation—its point of view must feel legitimate, authentic, and well thought out. When this is done right, the campaign doesn’t just sell a product; it sparks a conversation. It makes people think, discuss, and share. It creates a lasting impression. Ultimately, the most successful campaigns don’t just rely on one-way communication—they become part of a broader narrative, shared by the brand and the consumer, that keeps resonating long after the campaign has ended