AME's Grand Jury members will select this year's most creative and effective work.The executives sharing their industry expertise on this powerhouse jury are known for their global reputations as both industry leaders and award-winning marketers Their commitment to ground-breaking effective work and understanding of the partnerhip between creative and effective work have delivered impressive results for prestigious global brands. They are some of the genius minds associated with many of AME’s award-winning entries.
2021 Grand Jury member Hernan Cerdeiro brings years of award-winning experience to the AME Grand Jury. He is Founder and Chief Creative Officer at AnyGivenDay a digital full-service collaboration and ideation company he created in 2016 with its headquarters in Miami and offices in Mexico, Argentina, and Spain. Hernan has worked with some of the world's most prominent brands throughout his years in the industry and he has received trophies and accolades from the impressive global award show competitons.
In the interview belwo Hernan shares his perspective on new innovations agencies are using to launch products and engage on behalf of the brand, changes in media consumption, what mediums are taking the lead and much more.
AME Awards: As a strategic creative, what stand-out attributes do you recognize in award-winning creative effective advertising?
Hernan Cerdeiro: There are two attributes that make ideas stand out: simplicity and cleverness. These two can work together or not, but they are key when creatives are looking for fresh ideas and effectiveness. Simplicity is important when ideas need to be translated into execution, and cleverness is what makes that idea different and appealing.
AME Awards: Why are effectiveness competitions like the AME Awards important?
Hernan Cerdeiro: Because it is what makes creativity go from good to great.
AME Awards: How has the brand’s voice changed since the pandemic confinement measures? Speak to the evolution of brand positioning, values, and tone of voice during COVID.
Hernan Cerdeiro: There is no doubt that people’s habits changed with the pandemic, and brands had to change the way they communicate with them to adapt to what was going on, and how people were more receptive to brands’ messages. In most cases, I don’t think it was about changing brands’ positioning: it was about sharing values and beliefs, showing consumers other brand aspects they didn’t know about. Not selling products, but trying to help consumers and communities, talking more like humans and less like brands. Giving them solutions or information about the problem. And, of course, always keeping authenticity in their messages, otherwise these could be taken as negative and hurt the brand.
AME Awards: What brands have evolved and succeeded during this year and why?
Hernan Cerdeiro: Brands like Amazon and Zoom did incredibly well because they offered solutions to the problem. One because it kept people connected throughout the lockdown, and the other for obvious reasons: people could keep getting what they wanted while staying at home.
AME Awards: What innovations are changing the way agencies create on behalf of brands or launch new products? Does big data and AI play an even bigger role today?
Hernan Cerdeiro: In terms of innovation, data plays a big role in everything we do and create. Nowadays, agencies have tons of information to work with and rely on. It is key to understand that all the data they can manage today should lead and help to develop strategies and great creativity. However, there is always a good amount of “follow our instincts” when working with ideas; otherwise, the outcome could lack that “human” touch. In regard to AI, it's a new tool that will allow us to do great things sooner than we thought.
AME Awards: Media consumption has changed dramatically how has this affected the marketing mix?
Hernan Cerdeiro:It’s amazing how today an idea can be executed in different media, giving agencies more space to explore the mix of different touchpoints brands can have with followers. There is more room to get creative even with the marketing mix, and that’s an advantage when working with the media investment.
AME Awards: What mediums have taken the lead in 2021 and what has taken a backseat?
Hernan Cerdeiro: Twitch is one of those platforms that offer endless possibilities in terms of brand exploration, because it is backed by the immense gaming industry. There is a bright future in the gaming landscape in relation to brands; they are just starting to look into what this industry can do for them as a medium.
AME Awards: Why did you agree to participate on this year’s AME Grand Jury and What do you hope to learn by viewing entries into this competition?
Hernan Cerdeiro: Because when we talk about creativity applied to something, it is always a pleasure for me to be part of the conversation. And mostly because participating in the AME Jury gives me the opportunity to speak and exchange views with colleagues from different backgrounds and places, so there is room for learning.
AME Awards: What advice or guidelines would you give to potential entrants on earning an AME Award?
Hernan Cerdeiro: Study the categories, build your case with simplicity and a strategic mindset. Then explain what the idea is about in one sentence. Once you have that, you should be ok.