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2020 AME Grand Jury POV Interview: Marialejandra Urbina:

2020 AME Grand Jury member Marialejandra is Executive Director of Planning for Dieste, US. She oversees Dieste planning group in Dallas, New York and Los Angeles. With more than 25 years of experience in strategic planning, Marialejandra has been involved in the development of marketing communication for companies in various industries including 3M, Chiclets Adams, Ford Motor Company, Mattel, Nestle, SAB Miller/AB InBev, The Coca-Cola Company and Warner Lambert.

New York | October 20, 2019

AME’s Grand Jury is the powerhouse behind the prestigious AME Awards, their high standard of excellence ensures that AME’s 26-year legacy is upheld and respected globally both by winners and industry reports measuring creative distinction.

2020 AME Grand Jury member Marialejandra is Executive Director of Planning for Dieste, US. She oversees Dieste planning group in Dallas, New York and Los Angeles.

With more than 25 years of experience in strategic planning, Marialejandra has been involved in the development of marketing communication for companies in various industries including 3M, Chiclets Adams, Ford Motor Company, Mattel, Nestle, SAB Miller/AB InBev, The Coca-Cola Company and Warner Lambert.

Recently, Marialejandra was included in the Advertising Age Women to Watch list for Colombia, and her insights and contribution to the Demobilization Humanitarian Program of the Colombia Ministry of Defense campaign led to recognition not only for its creativity, but also as the first and only Grand Prix in the region from IPA (2011).

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

Marialejandra Urbina: I am really proud of being an advertiser, and our job gets to shine outside agencies' walls when a prestigious organization as AME showcase that our work is effective, it makes it famously meaningful.

AME Awards: What campaign or campaigns are you most proud of, and how did it move the needle for the brand?

Marialejandra Urbina: Goya Foods is where my focus is on effectiveness, Goya is a Latin brand that is on a journey of relevance success in the US. It has all the elements: a long-term strategy around cultural relevancy, an understanding of insights for Americans and US Hispanics, great creativity. In five years, Goya has grown its business on a scale that only could be real with marketing and communication work.

AME Awards: Any advice for entrants? Will you share your tips for entry success?

Marialejandra Urbina: There's no formula for effectiveness, that said. When you are working an entry, think about : (1) The brains: is it a business challenge with extraordinary results? (2) The heart: is it a relatable insight? Will the jury feel it? Do you have a brilliant idea? The gut: bringing your idea to life, is it well crafted, does it take of details, can you make the jury think "I don't know why, but I believe in this case"; that' their guts talking.

My advice built your case with brains, heart, and guts.