AME’s Grand Jury consists of globally respected creatives and strategists known for delivering impactful, results-driven work. Their award-winning expertise in advertising, marketing, and brand building sets the benchmark for innovation and effectiveness. As champions of effectiveness, their global perspective and years of industry experience ensure that work entered into AME is judged thoughtfully and fairly.

2025 Grand Jury member, Filippo brings  25+ years of experience in brand strategy to the jury panel, he has  worked for major industries (food, drinks, automotive, fashion, energy, finance, entertainment, retail, sports, politics..) both on multinational communication agencies and brand consultancy side. Previously Filippo was planning Director for DDB and Publicis Italia, then founder of Q invent and currently CSO and Partner of Leagas Delaney Milan.

In the interview below Filippo shares his perspective on purpose-driven advertising, storytelling's role in effectiveness, future forward trends, the challenges brands brands face in maintaing effectiveness across global markets and much more!

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

Filippo Mutani: I believe that the most important quality of communication today lies in its ability to keep resonating with the evolving culture of its specific audiences.

AME Awards: Why are effectiveness competitions like the AME Awards essential for measuring impact and industry growth?

Filippo Mutani: By rewarding campaigns with a clear consistency between business objectives, strategy, creativity and execution, AME Awards remind us that our industry is all about being effective.

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?

Filippo Mutani: I see the evolution of purpose driven advertising in focusing on the real impact generated by the brand. People want their brands to walk the talks.

AME Awards: In your experience, what role does storytelling play in the effectiveness of a campaign? Are there elements of narrative or structure that make campaigns especially memorable or impactful?

Filippo Mutani: As consumer grow more educated and demanding, the culture and therefore the storytelling behind the brand becomes more relevant. The most effective narratives are always the human reasons -the “human why”- behind any brand or product.

AME Awards: What future-forward trends and innovations will we see brands adopt for 2025?

Filippo Mutani: In a present dominated by uncertainty and volatility, imagining a future, whether short or long term, is difficult. And consumers are increasingly relying on brands to help them create a possible and more positive idea of ​​the future.

AME Awards: What challenges do brands face in maintaining effectiveness across diverse global markets, and how do you approach creating strategies that resonate across different cultures?

Filippo Mutani: Global brands need to have one single global positioning. At the same time, they also need to show -more and more- local relevance. The key to success lies in crafting global strategies that can be continuously adapted and enriched with local insights and executions.