AME's Grand Jury includes some of the world’s foremost creative and strategic minds in advertising, marketing communications, and brand building, representing agencies across the globe. Globally recognized for their award-winning campaigns and dedication to pioneering effective work, their ability to consistently deliver distinctive and effective results for global brands ensures that the entries they evaluate receive meticulous attention with an international perspective, aligned with industry standards and trends.

2024 AME Grand Jury Member Shelby Rauen brings 20 years of experience to the jury panel. She has worked in strategy across most sectors of health including pharmaceuticals, vaccines, devices, hospital systems, OTC and wellness. ​A career dominated by pharma, with an 8-year hiatus to test out the world of consumer focused on health, hospital systems and home brands. A stint that drove her desire to find the cultural relevance for all brands and communications. Shelby has vast global and launch experience and gravitates towards the complexity of product portfolios. No matter the assignment, she aims to solve meaningful problems for people that ultimately drive brand and business success.

In the interview below Shelby share her perspective on data analytics and AI, corporate social responsibility and why effectiveness competitons are important.

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

Shelby Rauen: As agencies, we are always striving to develop innovative, break through creative. But for the work to be most impactful, it must be truly effective in shifting beliefs and behaviors to drive business in a meaningful way. It’s imperative we start celebrating work for the impact it has for people and business.   

AME Awards: As a creative strategist, what stand-out attributes do you recognize in award-winning creative effective advertising?

Shelby Rauen: As a strategist in the health space, I’m always striving to inspire work that solves a meaningful problem for people AND drives positive business growth. To me, that is the ultimate proof of effectiveness.

AME Awards: How has the use of data analytics and artificial intelligence impacted the effectiveness of advertising campaigns?

Shelby Rauen: There is no doubt that AI is a powerful tool creating efficiency in many facets of our industry. There is great potential in having the aggregation of data instantly at our fingertips. In seconds, I can produce five global trends on any topic with supportive data. But it is also imperative to be conscious of the bias that may exist within the data. We have a responsibility to utilize AI to enable more humanity and consciousness in the work we bring to market.

AME Awards: With an increasing emphasis on corporate social responsibility, how do brands effectively communicate their values and societal contributions in their marketing strategies?

Shelby Rauen: The brands that do CSR and purpose driven marketing best, are focused less on what they say and more on what they do. They demonstrate their commitment and purpose with action and investment. They know that actions will always speak louder than words. But they also understand the importance of amplifying awareness through effective earned media and promotion.