AME's Grand Jury members are globally respected, award-winning executives bring innovation, industry expertise, and a 360-degree global perspective to the judging panel. Their industry experience and strategic expertise provide them with an understanding of the partnership between creativity and effectiveness.Their global reputations as both industry leaders and award-winning marketers guarantee that all entries submitted into the AME Awards are evaluated thoughtfully and deliberately.
2025 AME Grand Juror, Pricilla Sarabia Harper is a passionate strategist with over a decade of experience driving transformative solutions across industries such as tech, FMCG, and entertainment. Based in Mexico City, she currently leads a team at Monks, crafting award-winning strategies that align business goals with cultural insights for global brands like Google and Netflix. Through her personal project, Overview of Motherhood in the Advertising Industry in Latin America she strives to be an agent of change by advocating for better maternity policies in the region. Priscilla combines curiosity, creativity, and expertise to design impactful, data-driven strategies that inspire meaningful connections and measurable growth.
In the interview beow Pricilla does a deep dive into the three qualites that define award-winning effective work, her insights on maintaining effectiveness across diverse global markets, AI and data analytics, and much more.
AME Awards: From your perspective as a creative strategist, what standout qualities define award-winning, effective advertising today?
Priscilla Sarabia Harper: Award-winning, effective advertising today is defined by three key qualities: cultural resonance, creative bravery, and measurable impact.
1. Cultural Resonance: The best campaigns don’t just speak to their audience—they become part of the cultural conversation. They tap into real, timely insights and human truths, creating work that feelsrelevant, authentic, and emotionally compelling.
2. Creative Bravery: In a cluttered media landscape, being bold is a prerequisite. Award-winning campaigns take risks, challenge norms, and embrace unexpected formats or storytelling techniques to captivate and delight.
3. Measurable Impact: Creativity for creativity’s sake isn’t enough. Effective advertising demonstrates clear, quantifiable results—whether it’s driving business growth, sparking social change, or redefining brand perception. The work must prove its value.
Ultimately, it’s the fusion of strategy, innovation, and cultural empathy that elevates campaigns from good to iconic.
AME Awards: Why are effectiveness competitions like the AME Awards essential for measuring impact and industry growth?
Priscilla Sarabia Harper: Effectiveness competitions like the AME Awards are vital because they emphasize advertising’s true purpose: delivering measurable impact. By setting a high standard for linking creativity to business results, these awards drive accountability and demonstrate the value of strategic, results-driven work. They inspire innovation by celebrating campaigns that blend bold ideas with flawless execution, pushing the industry to adopt new approaches that fuel growth. Most importantly, they highlight the critical role advertising plays in driving economic and cultural impact, ensuring the industry remains trusted and indispensable to brands and society.
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?
Priscilla Sarabia Harper: Storytelling is the foundation of human connection—it’s how we’ve shared knowledge, inspired action, and built relationships for millennia. In advertising, it’s no different. Effective campaigns don’t just communicate; they tell stories that tap into our deeply human need to connect. These stories empower change, whether it’s driving social responsibility, shaping cultural conversations, or inspiring purchases. The most impactful campaigns follow a narrative arc that mirrors our own experiences, using authenticity, tension, and resolution to create emotional resonance. This human trait of storytelling transforms brands into relatable entities, turning a simple message into a catalyst for action. In a world where attention is fleeting, stories are what endure—they’re how we make sense of the world and why the best campaigns don’t just sell but forge meaningful connections.
AME Awards: How have advancements in data analytics and AI influenced the development and success of advertising strategies?
Priscilla Sarabia Harper: Advancements in data analytics and AI have revolutionized advertising strategies by enabling deeper audience insights, precise targeting, and real-time optimization. Data analytics provides a granular understanding of consumer behavior, preferences, and trends, allowing brands to craft hyper-relevant messaging. AI accelerates this process by predicting outcomes, personalizing content at scale, and automating media placements for maximum efficiency. Together, they empower marketers to make data-driven decisions, adapt campaigns in real time, and measure success with unparalleled accuracy.This synergy between human creativity and machine intelligence has redefined what’s possible in crafting impactful, results-driven advertising.
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?
Priscilla Sarabia Harper: Brands face significant challenges in maintaining effectiveness across diverse global markets, including cultural nuances, varying consumer behaviors, and differing levels of media and digital adoption. A one-size-fits-all approach risks alienating audiences, while overly fragmented strategies can dilute the brand’s core identity.To overcome these challenges, I focus on finding universal human truths that transcend borders while tailoring executions to reflect local contexts. This involves extensive research into cultural norms, values, and trends, alongside close collaboration with regional teams to ensure authenticity. Balancing global consistency with local relevance is key, achieved by maintaining a clear brand purpose while empowering markets to adapt creative solutions that resonate with their audiences. Data and social listening also play a critical role in identifying emerging opportunities and refining strategies to connect meaningfully across diverse cultures.