AME's Grand Jury member's ability to create impactful results-driven work for prominent brands makes them respected globally for their award-winning campaigns The jury panel includes some of the world’s most creative and strategic minds in advertising, marketing communications, and brand building from around the globe.Their stellar reputations and commitment to both creative and effective work set the benchmark for innovation.
2022 AME Grand Jury member Iris Coldibelli is Group Strategy Director for Ogilvy New York. Along her 15+ years journey, Iris has mastered this belief while seeking new ways to connect products with consumers, creating meaningful brands and experiences in a new connected world. Having worked as a Creative, UX Designer, and Brand Strategy, Iris has developed a distinctive skill set grounded on strategic brand building and expanded into product design, CRM, content strategy, and service design. Iris had worked across South America, Europe, and Asia, helping iconic brands like Nike, Nestlé, MasterCard, Pfizer, Intel, Microsoft, Kraft, and Chevrolet as a strategy lead at McCann, Martin Agency, and AKQA.
In the interview below Iris shares her perspective on the attributes of award-winning work, brand positioning and the evolution of brand positioning and values and much more.
AME Awards: What stand-out attributes do you recognize in award-winning creative,effective advertising?
Iris Coldibelli: Effective communication has the power to move people, shape consumer behavior, to spark people's emotions. Without understanding people, you can't be effective. Everything starts with a powerful consumer insight.
AME Awards: Why are effective competitions like the AME Awards important?
Iris Coldibelli:Celebrate Effectiveness recognizes the value our industry can bring to businesses and brands. It is to show how insights and creativity can drive business success. And showcase those initiatives is essential to elevate the quality of work of our entire industry.
AME Awards: Speak to the evolution of brand positioning, values, and tone of voice during the past few years.
Iris Coldibelli: Consumers are looking for humanity, transparency, and honesty everywhere. They want to see a better world,, and think brands have a huge responsibility to help push for that. While trust in government is low, the desire for responsible and purposeful business and brans just grows. Is a new era of business where purpose and profit has to walk side by side and all of this impact how we build, position and talk about modern brands.
AME Awards: How has brand messaging evolved and succeeded these past few years?
Iris Coldibelli:The era of communicating product differentiation is over. Marketing Strategies has to move to tell consumer not "what thet do" but "the why they do". With the advantage of technology product feature can be easily and quickly copied but the reason behind a product is created is unique and irreplaceable. It has to do with a higher order mission and a long term commitment not a short term innovation.