Welcome to AME's exclusive interview series, where we spotlight the distinguished AME Awards Grand Jury. Through the perspective of some of the industry's foremost strategy leaders, we gain insights into the dynamic landscape of advertising and marketing. These seasoned strategists bring a wealth of experience and sharp perspectives to the table. Their years of industry experience provides them with an understanding of the partnership between creativity and effectiveness and ensures that the most creative and effective work will be recognized and awarded.

2024 AME Grand Jury member Anna Sadykova is Associate Business Director - Strategy & Insights for Leo Burnett Dubai, She brings 7 years of strategy experience to the AME Grand Jury panel, her strategic work spans a robust number of top tier agenices including FP7 McCann Dubai, Havas Middle East, and now Leo Burnett Dubai. Anna he has worked with a diverse portfolio of brands across various industries, including food and non-food FMCG, QSR, retail, financial services, telco, and automotive. A creative by education, but a strategist at heart ,embarked on her advertising journey as a creative before transitioning to strategy. This unique background makes her a rare hybrid planner capable of seamlessly blending both disciplines, rendering her an inspiring creative strategist. Anna was recognized as one of the top 10 planners in MENA by B&W Report, Anna has been featured in Campaign Middle East’s Faces to Watch, Communicate Online’s ’30 Under 30’, and LBBOnline's ‘Uprising’ section. She also served on the jury panel for the MENA Effie Awards in 2024.

AME Awards: Why are effectiveness competitions like the AME Awards important?

Anna Sadykova: When it comes to advertising, it's important to appreciate the creative aspect of the work, but it should never be judged in isolation. At the end of the day, we are in the business of making advertising work for our clients, building brand love and loyalty, and growing business. If the work was spectacular and creative but didn’t deliver on the brand and business KPIs, what’s the point of it? That's why effectiveness awards like the AME Awards are so important – they evaluate the work based on both its effectiveness and its creativity.

AME Awards: As a creative strategist, what stand-out attributes do you recognize in award-winning creative effective advertising?

Anna Sadykova:  Impact, relevance, and innovation are the most important attributes for me. The impact of the work directly correlates with the relevance and innovativeness of the strategy and the idea to the brand, consumers, and culture.

AME Awards: What future forward trends and innovations are brands embracing for 2024?

Anna Sadykova : Sustainability has been a prominent topic of discussion among brands and consumers for the past few years, and it's clear that it's not just a passing trend. People increasingly expect brands to take meaningful action on this pressing issue, and this expectation is likely to continue growing in the coming years. Additionally, immersive experiences are emerging as a significant trend that more brands will adopt in 2024. Whether it's through virtual reality, augmented reality, or other innovative technologies, brands are recognizing the power of immersive experiences to connect with consumers on a deeper level.

AME Awards: How has the use of data analytics and artificial intelligence impacted the effectiveness of advertising campaigns?

Anna Sadykova : Data analytics and AI have revolutionized the way advertising campaigns are executed, enabling precise targeting, personalized messaging, and real-time optimization. This combination of data analytics and AI not only increases the efficiency and effectiveness of advertising campaigns but also enhances the overall customer experience by delivering more relevant and engaging content.

AME Awards: How are emerging technologies such as augmented reality (AR), virtual reality (VR), and interactive content shaping the landscape of advertising effectiveness?

Anna Sadykova : Through immersive technologies such as AR, VR and interactive content marketers are able to bridge the gap between brands and consumers in a more engaging and personalized way.