AME's Grand Jury members are results-driven creative strategists and their campaigns for clients have built stronger brands and garnered awards. Their global perspective and years of industry experience ensure that work entered into AME is judged thoughtfully and fairly.
With over 20 years of experience, Grand Jury member Priscilla Ceruti is the new Head of Strategy and Data at Energy BBDO Sao Paulo. She has worked with renowned clients and agencies such as dentsumcgarrybowen, where she was also responsible for MamaLab consultancy, Leo Burnett and Ogilvy. Here work for major advertisers, such as Bradesco, Heineken, Subway, Coca-Cola, Pernod Ricard, AMBEV, Burger King, Mondelez, Jeep, Toyota, Unilever, P&G, Intel, Tiffany & Co, among others, has resulted in several awards and participation on the jury of major festivals.
AME Awards: How has effectiveness in advertising evolved in the past few years?
Priscilla Ceruti: Effectiveness has reached the same status as creativity in our industry. There is no value in creativity without effectiveness and this has changed the way we relate to our clients and how we face briefs within the agencies. This thinking has raised the bar for both clients and their briefs as for agencies
AME Awards: Is influencer marketing evolving? What avenues are most successful?
Priscilla Ceruti: Influencer marketing is something that we’re learning by doing. As an industry we’re used to do celebrity strategies for ages and I this caused some misconception in how to be successful with the influencer marketing. Nowadays I believe there is no formula yet but there are three main concepts that we should consider to make the best out of influencer marketing strategies: a) being brutally honest – with our brands and products or services and expect the same from influencers; b) being flexible – prepare to adapt, change and create along the way; c) being human – understand that the beauty of influencers is their power to forge a straight connection with their audience by showing empathy, evoking vulnerability and embracing imperfection and our brands should be prepared to do the same.
AME Awards: What mediums will be most successful in engaging consumers this year?
Priscilla Ceruti: If we’re looking for engagement, we should consider not the medium itself but its power to drive sharing. Being sharable is the “word of mouth” so desired by brands in the past but more than in the past its key not only to be creative and relevant but also choose mediums able to help the message circulate amongst the audience.
AME Awards: What is the future of virtual events as we emerge from COVID variants?
Priscilla Ceruti: Virtual events won’t end but certainly they will change and will have a clear role for people and brands. Not every event will have a place on the virtual venue, but many will still be relevant when they are able to shorten distances and promoting local angles on global subjects. Nevertheless, it will be key to find ways to enrich the virtual experience and add value though all the resources that are arising such as NFTs, metaverse, crypto, etc.