AME's 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. Their high standard of excellence ensures that AME’s 26-year legacy is upheld and respected globally both by winners and industry reports measuring creative distinction.The AME Awards honors not only creative campaigns but campaigns that hit the bullseye for brands, triumphing in both creativity and effectiveness. AME’s Grand Jury are the genius minds behind many of AME’s award-winning entries.
2020 AME Grand Jury member Connie Lo is President of McCann Health Greater China and has been dedicated to the healthcare communications for over 20 years. She started her career in medical publishing, JAMA and MIMS in Asia and China. In 1997 when China converted the healthcare reform in advertising law, she joined McCann to setup its healthcare division in Hong Kong. One of the key accomplishments include leading the delegation from the Ministry of Health to visit Australia sharing regulations in the pharmacy settings.
AME Awards: Why are effectiveness competitions like the AME Awards important?
Connie Lo: With the arising demand on the use of digital media and big data, brand campaigns are much sophisticated. Not only integration among multi-channel, engagement and personalised experience are also required to drive results. Effectiveness is the key to provide objective evaluation and maintain the brand essence to answer nowadays needs. Awards shows foster effectiveness like AME awards are critical to make sure agencies strive thinking in this perspective.
AME Awards: As a strategic creative, what do ads that have taken the brief and turned it into campaign that transforms opinions, evokes action and raises the bar for the brand have in common?
Connie Lo: It starts from the brief. In our agency, we always challenge ourselves for 3 critical questions:
How to make the brief disruptive as a result to allow creative making the differences. Is the idea life changing? Does it drive results? Only that we are able to strive for better idea every time.
AME Awards: What makes you share you time and energy to participate on the AME Grand Jury and what do you hope to learn?
Connie Lo: I am a senior business executive and it is always my interests to observe the success of brand campaigns in order to inspire my thinking and future planning. Being on the AME Grand Jury provides the opportunity to the insight of the campaign idea behind, how new channels, idea transformation and technology are applied. In addition, sharing among other top creative/ strategy and business leaders around the globe definitely enrich our experience to elevate from where we are to the next level. I am very honoured to be part of it.