The AME Grand Jury members have a reputation for being creative and strategic leaders who are innovators in the industry. They represent global agencies and prominent brands who deliver ground-breaking creative and effective campaigns.Their ability to recognize distinctive creative work that solves a problem, inspires action, and delivers results truly sets the bar for this year's AME Awards competition.

2025 AME Grand Jury member Jessica Buch is Head of Strategy at GREY Germany  leading client consulting and strategic unit development. Previously, she was Strategy Director at Jung von Matt, developing award-winning campaigns and brand strategies for clients like Beiersdorf, Douglas, or Zalando. In 2024, she served on both the German Effie and global Best of the Best juries. Jessica lectures consumer psychology at Fresenius University of Applied Sciences.  

In the interview below Jessica shares her perspective on purpose-driven campaigns, the impact of AI and what defines effective advertising today.

AME Awards: From your perspective as a creative strategist, what standout qualities define award-winning, effective advertising today?

Jessica Buch: It’s a combination of measurable business results, emotional resonance, and seamless integration across touchpoints.

AME Awards: How do you see purpose-driven advertising evolving in terms of effectiveness? What are some strategies brands are using to resonate with consumers?

Jessica Buch: Consumers, especially younger generations, demand authenticity. Purpose-driven campaigns need to demonstrate genuine commitment, not just pay lip service. Transparency and demonstrable impact are key to building trust and avoiding purpose-washing. “Do good and talk about it” remains true, as long as you do before you talk.

AME Awards: How have advancements in data analytics and AI influenced the development and success of advertising strategies?

Jessica Buch: AI has impacted every step of our process. We can use it as a trainee for competitive analyses, let it help us sift through huge amounts of data or create data-based target groups in AI and qualify our insights with them. An AI-powered approach, combined with human intelligence, enables more innovative, effective and data-driven strategies.