AME's powerhouse Grand Jury are known for their global reputation as award-winning creative innovators. They are consistently honored for their ability as creative and strategic leaders to deliver distinctive and effective results for global brands on behalf of their agency.Their high standard of excellence ensures that AME’s 28-year legacy is upheld and respected globally both by winners and industry reports measuring creative distinction.
2022 Grand Jury member Aaron Sidorov is Group Creative Director for Deloitte Digital. He brings years of award-winning industry expertise to the jury panel. Aaron's work has been featured in Forbes, Communication Arts, Lürzer’s Archive, Apartment Therapy, and The Underground Railroad History Museum. From 2020 to 2021, Aaron’s campaigns were awarded 11 Cannes Lions, 22 LIAs, 60 international film awards, 21 Clio Health awards, 4 Clios, 4 One Show Pencils, 4 ADC Cubes including the first-ever ADC Fusion Cube, 2 Gold ANDYs, and 1 TDC award.
As Group Creative Director and Head of Life Sciences and Healthcare Creative, he and his team are focused on solving new problems in new ways by combining creativity and consulting.
Previously Aaron spent 11 years at The Bloc. In 2021, he helped lead The Bloc to be named the #2 Cannes Lions Independent Agency of the Festival, #2 Cannes Lions Healthcare Agency of The Year, the MM&M Large Agency of The Year, and earn recognition for the first time by Fortune as one of the best workplaces in New York. In 2019, Aaron was a Cannes Lions speaker alongside his client. Their stage session, “CBD & The Marijuana Revolution: From Stigma to Serious Medicine” showed how transparency (and virtual reality) in healthcare can break down walls and misconceptions.
In the interview below Aaron shares his perspective on Effectiveness competitions, the attributes that stand out in award-winning work, and how brand messaging has evolved.
AME Awards: Why are effectiveness competitions like the AME Awards important?
Aaron Sidorov: An idea is only as good as the impact it makes in the world. Festivals like the AME Awards are dedicated to recognizing expertly crafted work that delivers meaningful results and transforms business through creativity.
AME Awards: What stand-out attributes do you recognize in award-winning creative effective advertising?
Aaron Sidorov: I am looking for work that solves new problems with new creative solutions. Is the idea simple? Is the work stunning? And is the impact meaningful and lasting?
AME Awards: How has brand messaging evolved and succeeded these past few years?
Aaron Sidorov: Successful brands have started to go beyond messaging to action. Beyond authenticity to bravery. Now, we see companies adopting equity as part of their business model. Don’t just talk about brand purpose. Turn that purpose into action that creates change.