AME's Grand Jury of Strategy Directors, Managing Directors, CMO's, CEO's CCO's, Chairman, social media experts and other prominent executives are some of the world’s most creative and strategic minds in advertising and marketing communications. They bring a robust tool box of skills and industry expertise to the AME jury panel, with years of experience working on award-winning campaigns that deliver effective results, they truly set the benchmark for innovation.
2021 AME Awards Grand Jury member Giuseppe Constantine is Founder and Chief Creative Officer for Loft51 Studio in Ecuador. He brings years of leadership and industry experience to the jury panel. Giuseppe is an advertising lover, creative by nature and together with his advertising studio he has won awards at international creative and advertising festivals such as WINA Independent Advertising Awards and publications in the advertising magazine Lürzer's Archive.
In the interview below Giuseppe shares his perspective on how advertising has evolved during COVID, what mediums have taken the lead, how the brands voice has changed in the past year, what he's looking for in winning work, and much more.
AME Awards: As a strategic creative, what stand-out attributes do you recognize in award-winning creative effective advertising?
Giuseppe Constantine: Advertising should be empathetic and should make your audience feel part of your community, creating long-term ties and communicating a clear message of your values.
Effectiveness in advertising is a fundamental part, beyond being creative it must be effective. A brand should be chosen for its positive contributions to society, for its actions that go beyond the economic.
AME Awards: Why are effectiveness competitions like the AME Awards important?
Giuseppe Constantine: Because they highlight creativity internationally and show how effectiveness can be seen not only in numbers but in the most beautiful version. For a brand or client it is important to see that their message broke boundaries and had a real impact on people around the world. There are even occasions that effectiveness awards help brands to make the decision to internationalize, this means that they are fundamental for decision-making within companies and in their actions.
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.
Giuseppe Constantine: Brands today must prioritize ethics, empathy and humanization, redefine their values focused on people. We talk about positioning and this is currently achieved if we connect our message from a more human perspective.
The current pandemic changed the way of buying, consuming, feeling, identifying, and we must understand this by listening to our community.
AME Awards: What new creative trends have come into play this to deliver creative and effective results?
Giuseppe Constantine: From Loft51 Studio we always adapt to new creative trends and this 2021 we focus on solidarity and empathic communication, on new ways of assessing consumer opinions, on creating alternatives when communicating a message, creating responses to insecurities, misinformation, uncertainty on the part of people when identifying with a brand.
Emotions continue to prevail in the market, but it is not enough, a person must be able to admire a brand for its actions before society and the problems that are currently experienced by the uncertainty that the pandemic has caused this year.
AME Awards: What mediums have taken the lead in 2021 and what has taken a backseat?
Giuseppe Constantine: Now we really live a digitization of everything! For the first time we understand the importance of finding a digital path for companies, from e-commerce to social networks and everything that simplifies the daily life of our consumers and our work team.
The media have changed, the way of advertising too, TV, cinemas, radio have less reception but they are still important. There is a transformation in the way we consume content and also how we do it, since before we could spend thousands of dollars on a TV spot and now we can connect with a good TikTok.
This shows us how important it is to know how to use each platform and in which brands should be or prioritize.
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?
Giuseppe Constantine: It is an incredible experience and a great challenge at the same time, having an enormous responsibility as an AME Grand Jury fills me with emotion to be able to see the work of incredible people around the world and feel the adrenaline in Loft51 Studio by participating this time as a jury. I will learn from great talented people and the way they execute their ideas.