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 Grand Jury member Santiago Olivera is President & CEO VMLY&R Buenos Aires. He began his career in advertising at Marcet & Asociados as an Account Assistant, evolving into the area of Account and Strategic Planning serving as Executive, Supervisor, Director, Group Director and Executive Director in different agencies: BBDO, Y&R, FCB and DDB. Twice he was nominated for the Jerry Goldenberg Award for Best Account Professional.
In 2009, he founded TBWA Buenos Aires, an agency of which he was a partner for 8 years. Since 2018 he is the CEO of VMLY&R Buenos Aires, the agency former known as Young & Rubicam.
AME Awards: Why are effectiveness competitions like the AME Awards important?
Santiago Olivera: We always knew - and then Peter Field proved it - that awarded ads were more efficient in terms of results than those that didn't win awards. But that happened at a stage where captive audiences existed. Since that ended, with the irruption of internet first and then social media, it is very difficult to judge the efficiency of an ad. Therefore, awards that recognize both creativity and efficiency in results are increasingly interesting to help us value advertising.
AME Awards: What makes you share you time and energy to participate on the AME Grand Jury and what do you hope to learn?
Santiago Olivera: I think this kind of awards help the industry as a whole. And I feel that an industry that has given me so much -both professionally and humanly - deserves to be given back a bit of all that it gave me.
AME Awards: In your opinion, which brands are doing the most effective millennial friendly creative?
Santiago Olivera: First it was Red Bull and then Burger King. Two brands that understood more quickly than the rest the new sign of the time.
AME Awards: What cultural and/or social changes do you think will influence this year’s work?
Santiago Olivera: Inclusion, equality and climate change.
AME Awards: What do you do keep your creative and strategic juices flowing?
Santiago Olivera: Stay curious. And get involved in different aspects of our profession and industry. And travel, of course!
AME Awards: Who is your inspiration and how has this philosophy made you who you are today?
Santiago Olivera: Sir John Hegarty. Always trying, with style, subtlety and humor, to take communication to a higher level. Respecting the intelligence of consumers.