AME's powerhouse Grand Jury are known for their global reputation as award-winning creative innovators.They are consistently honored for their ability to deliver distinctive and effective results for global brands and their high standard of excellence ensures that AME’s 27-year legacy is upheld and respected globally both by winners and industry reports measuring creative distinction.
AME Grand Jury member Joseph Dubruque is Associate Creative Director for McCann Paris, he brings years of creative award-winning talent to the 2021 jury panel.
Joseph started his career as one of the first creatives hired by Fred & Farid to launch Marcel Paris in 2005, then Fred & Farid Group in 2007. Within 4 years, his work on Orangina, Orange, Match.com, Coca-Cola, Diesel and Wrangler grabbed several international awards, including a first Bronze Lion in Film at Cannes, and first D&AD wood pencil. He then spent 5 years in agencies such as Havas City (previous name of Rosapark) and La Chose, working on creative and strategic brand repositioning for Monoprix Supermarkets, Thalys trains and Skoda cars.
In 2015, he joined Herezie, and teamed up with Axel Didon and Raphael Stein. Their work on Google Cloud (The Biography of Tomorrow), Handicap International (#BodyCantWait) & David Lynch Foundation (Sounds of Trauma) hit over 70 national and international awards in less than 3 years
In 2015, he joined Herezie, and teamed up with Axel Didon and Raphael Stein. Today, Joseph and his trio challenged themselves by joining McCann Paris to work on L'Oréal Paris and L'Oréal Group's international brands.
In the interview below Joseph shares the challenge of working during Covid, his creative analogy of how medis consumpiton has changed, why effectiveness competition are important and more.
AME Awards: Why are effectiveness competitions like the AME Awards important?
Joseph Dubruque: Efficiency has always been at the heart of our business. But I have the impression that today, efficiency is making a deeper comeback. I have the impression that efficiency is becoming a new credo for companies. Whether it's a question of corporate social responsibility or rationalization of advertising investment, the Covid crisis has led to a rethinking of communication centered on efficiency. It is natural that advertising should follow this evolution. This gives even more depth to festivals like the Ame Awards. I am looking forward to and hope that we will have the opportunity to judge work that goes in this direction. I hope that we can give a significant indication to the profession for the next few years via this award.
AME Awards: How has the brand’s voice changed since the pandemic confinement measures? Speak to the evolution of brand positioning, values, and tone of voice during COVID.
Joseph Dubruque: For those of us lucky enough to continue working as usual during this Covid period, it is true that we were faced with a universal and unprecedented client problem: what will be our first post-Covid speaking engagement? What world will we rebuild? We humans may have felt more deeply alive despite this anxious atmosphere. Well, so did the brands. As if they were humanizing themselves. As if they wanted to be like us. As if they could be a close friend we could count on. Sometimes to make us smile, sometimes to reassure us. Sometimes to give us confidence in a near future. And like us, they all wanted to change something about themselves. It is surely all this transformation that we will feel this year in the work. It will be a sensitive and exciting job to be a juror this year.
AME Awards: Why did you agree to participate on this year’s AME Grand Jury and What do you hope to learn by viewing entries into this competition?
Joseph Dubruque: It is for all these obvious reasons that I take great pleasure in joining the jury of the AME Awards again this year. I feel that the prize list will bring us a lot of surprises. Perhaps a real turning point.
AME Awards: Media consumption has changed dramatically how has this affected the marketing mix?
Joseph Dubruque: I often like to use metaphors. So, to explain my thoughts and try to be clear, I would like to compare this issue with the issue of food. For years we have enjoyed eating complete meals, sometimes balanced, sometimes even too copious. With starter, main course and dessert. But today, for food as for media strategy, “snacking” has made its entrance. Yes, snack contents are the new way to consume advertising. We consume it at any time and with anyone. No need to go against it, it's better to get used to this new consumption, and manage to make the best of it, even to transform it into a new nourishing meal that lasts in time. And for the brands, there is no point in shouting "A taaaable" while waiting for your young guests to come. They won't come. Bring them a good snack, or better yet, slip it into their bag without them noticing.