The 2025 AMe Grand Jury includes visionary leaders renowned for creating influential, results-oriented campaigns for leading brands worldwide.This diverse jury coming from top-tier agencies around the globe represent some of the most recognized creative and strategic trailblazers in the industry. Their dedication to driving impactful, innovative work not only sets the standard for excellence but also inspires future generations of marketers and advertisers.
Cris Pereira Heal has been with Fbiz since 2023 and brings over 25 years of experience in Account Management and Communications Business. Her career includes leading roles at prominent agencies such as DM9DDB, ALMAP/BBDO, FCB Brasil, Wieden+Kennedy, and major global groups like WPP and IPG. Throughout her career, she has worked with major brands including Ambev, Nestlé, Kimberly Clark, and Stellantis. Her contributions to the industry have been recognized with awards such as Caboré 2018 and Garra do Galo APP 2021. At Fbiz, Cris stands out for her leadership with a strong focus on Sustainability practices.
In the interview below, Cris Pereira Heal shares her perspective on advancements in AI and analytics, purpose-driven advertising, the standout qualites that define winning effective advertising and much more.
AME Awards: What standout qualities define award-winning, effective advertising today?
Cris Pereira Heal: Today's award-winning advertising stands out through its seamless integration of creativity and data-driven insights. Effective campaigns are those that captivate through innovative and memorable creative elements and demonstrate measurable success through data-backed strategies. This approach ensures that advertisements are not just creative but also highly targeted and relevant to the intended audience.
AME Awards: Why are effectiveness competitions like the AME Awards essential for measuring impact and industry growth?
Cris Pereira Heal: Effectiveness competitions like the AME Awards play a critical role in the advertising industry as they provide a platform to showcase and benchmark success. They push agencies and brands to strive for creativity and for tangible results. These awards highlight the importance of results-driven advertising and help set industry standards for success, encouraging continuous improvement and innovation.
AME Awards: How do you see purpose-driven advertising evolving in terms of effectiveness?
Cris Pereira Heal: Purpose-driven advertising is evolving to be more integral to a brand’s core values rather than an add-on to the marketing mix. This evolution is proving effective as consumers increasingly look for brands that share their values and demonstrate commitment to social and environmental issues. Effective strategies include transparent communication and genuine storytelling that aligns with the company's actions and values, creating deeper consumer connections and loyalty.
AME Awards: How have advancements in data analytics and AI influenced the development and success of advertising strategies?
ACris Pereira Heal: dvancements in data analytics and AI have revolutionized advertising strategies by enabling more precise targeting, personalized messaging, and real-time optimization. These technologies allow for a deeper understanding of consumer behavior and preferences, making it possible to deliver content that is highly relevant and engaging. Additionally, AI-powered tools can predict trends and automate tasks, increasing efficiency and effectiveness in campaign management.