2024 AME Grand Jury Spotlight Interviews celebrate the exceptional minds shaping the landscape of advertising and marketing communications. Our esteemed panel for 2024 includes visionary leaders renowned for creating influential, results-oriented campaigns for leading brands worldwide.Coming from top-tier agencies around the globe this diverse jury represents some of the most recognized creative and strategic trailblazers in the industry. Their dedication to driving impactful, innovative work not only sets the standard for excellence but also inspires future generations of marketers and advertisers.
2024 AME Grand Jury member, Gilda Valle is one of the most respected and admired strategy directors in Ecuador, She brings 20 years of experience in the field of strategic planning to the jury panel. Currently, Gilda leads the strategy department at BBDO Ecuador, developing valuable strategies for the country's and the region's main advertisers. She has served as a judge in the most important advertising festivals such as Effie Latam, Effie Ecuador, El Ojo de Iberoamérica, New York Festivals, Young Lions Ecuador, Fiap, etc. She is one of the most awarded women in her country.
In the interview below Gilda shares her insights on emerging technologies, in her opinion the four trends impacting brand communications, what stand out attributes are in award-winning effective advertising, future forward innovations, and more.
AME Awards: Why are effectiveness competitions like the AME Awards important?
Gilda Valle: In our industry, receiving an effectiveness award is a significant achievement. It shows that we are committed to excellence and innovation. These awards are not just symbols of hard work but also benchmarks that raise the bar for the entire industry. Winning an effectiveness award confirms that creativity and impact are inseparable, setting a standard for world-class performance. Such achievements inspire us to continue pushing boundaries and creating work that not only drives business but also tackles real-world challenges.
AME Awards: As a creative strategist, what stand-out attributes do you recognize in award-winning creative effective advertising?
Gilda Valle: As an accomplished creative strategist, I assert that award-winning advertising campaigns must have human narratives that emotionally resonate with the audience, accompanied by fresh and bravest perspectives that challenge the norms.
AME Awards: What future forward trends and innovations are brands embracing for 2024?
Gilda Valle: For me, four trends will continue to impact the world of brand communication: the triumph of authenticity over the fake, the use of AI with a human touch, resonance as the new awareness, and brands as custodians of culture connecting through what truly matters to people: entertainment, good humor, music, art, and food. In an increasingly polarized world, people will seek brands that create more resonance and affinity, that don't invade but make them laugh, and that are genuinely useful in their daily lives. In my view, the purpose of brands is a thing of the past.
AME Awards: How are emerging technologies such as augmented reality (AR), virtual reality (VR), and interactive content shaping the landscape of advertising effectiveness?
Gilda Valle: AR, VR and interactive content transform personalized advertising experiences, by tailoring ads to individual user preferences and behaviors. This level of personalization enhances user engagement and significantly amplifies the likelihood of successful conversions. As a result, it encourages advertisers to create more daring campaigns and strive for more impact.