AME's Grand Jury members are respected, award-winning executives who 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 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 Jury member Newton Rebello is a seasoned marketing and communications leader with over 25 years of experience driving brand excellence, digital transformation, and high-impact business growth. A strategic architect of integrated marketing, he has played a pivotal role in shaping corporate narratives and executing award-winning campaigns across technology, AI, banking, and advertising.

Across various leadershop roles in his career, Newton has led transformative marketing strategies, spearheaded record-breaking IPO communications, and positioned brands for sustained market leadership. His expertise in stakeholder engagement, media planning, and brand storytelling has consistently delivered measurable business impact.

Newton holds an MBA from the University of Wollongong and has completed executive programs at Columbia Business School and The Wharton School. A recognized thought leader, he has served as a jury member on several regional and international awards, reinforcing his standing as an influential voice in the industry.

n the interview below, Newton shares his strategic marketing and leadership insights, diving into the role of storytelling, audio branding, future-forward trends, the qualities of award-winning campaigns, advancements in data analytics, brand responsibility, maintaining effectiveness across global markets, and more.

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

Newton Rebello:Award-winning advertising today is defined by cultural and geographical relevance, emotional authenticity, and data-driven insights that spark creativity. Campaigns that initiate a conversation, deliver measurable business results, and seamlessly integrate across platforms tend to stand out. Effectiveness now means resonating deeply and performing strongly.

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

Newton Rebello: Effectiveness awards champion accountability. They are not just about an idea or a piece of creative or the scale of execution. They move beyond surface-level creativity to reward work that drives results. This raises the bar for the entire industry and fosters a culture of strategic thinking, innovation, and real-world business impact.

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?

Newton Rebello: Behind every effective campaign, you will find purpose. But this purpose needs to be genuine, else the customer will surely read through it.

Today, you see purpose-driven advertising evolving from messaging to measurable action. Today’s consumers demand transparency and follow-through. Brands that embed purpose into their operations — and show tangible outcomes — are more likely to earn trust and loyalty which in the long-term is good business.

AME Awards: With audio branding gaining traction, how are brands leveraging sound to build identity and connect emotionally with audiences? Are there standout examples of campaigns that used audio effectively to reinforce brand recall and impact?

Newtorn Rebello: Sonic branding has been around for quite some time but very few brands leverage it or see it as a powerful branding channel. Sights, sounds, smell, touch and taste – the humans senses as a channel when optimized properly and ethically, can really help build strong brand associations.

For me, one of the best examples of sonic branding is (still) Emirates Airline. Their music got so popular that some have remixed it, some had it as their ring tone, and many had it on their music playlist. The best part is that this was all organic. Now imagine if Emirates Airline had set achieving virality as its objective. I doubt they would have enjoyed the success they’ve had so far and not to mention the financial resources they would have had to bring on. I believe their purpose was clear and genuine – that is to create something music that people can enjoy and aspire to fly the friendly skies on Emirates.

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?

Newton Rebello: Storytelling is the heart of effective advertising. Strong campaigns follow a narrative arc — relatable characters, problem statement / conflict, and resolution — that creates emotional stickiness. When structured well and built on insight, stories (read as advertising) become shareable, memorable, and culturally contagious.

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

Newton Rebello: Expect more hyper-personalized content driven by AI, immersive experiences via spatial computing and extended reality (XR), and seamless commerce integrations within social and streaming platforms. Sustainability tech will also play a role in campaigns focused on transparency and circularity. A reminder though. Trends will come and go. But genuine purpose and storytelling is forever.

AME Awards: How have advancements in data analytics and AI influenced the development and success of advertising strategies?

Newton Rebello: Data and AI have moved advertising from intuition to intelligence. They inform creative, optimize media in real time, and even generate content. But the real win is when AI enhances, not replaces, human insight — helping brands scale relevance and precision.

I still believe in immersing oneself in the brand. That understanding is important in order to understand context of the data that you are viewing.

AME Awards: How are emerging technologies like AR, VR, and interactive content transforming advertising effectiveness? Could you share examples, especially in areas like online shopping or virtual try-ons, where these tools have driven meaningful consumer engagement?

Newton Rebello: Technologies like AR and VR create experiential layers that drive deeper brand engagement. In beauty and fashion, AR try-ons increase conversion. Virtual showrooms in VR allow premium storytelling. Interactivity empowers the user, making the brand journey memorable and personalized.

AME Awards: With a growing focus on corporate social responsibility, how are brands authentically communicating their values and impact?

Newton Rebello: Transparency is the new trust. The most effective brands share real data, amplify voices from within their communities, and invite audiences to hold them accountable. CSR has always been around as a part of the corporate story. But with consumers now more vigilant than ever, you see a reduction in tokenism.

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?

Newton Rebello: For brands that operate globally, local cultural nuance is the biggest challenge. What resonates in one market may misfire in another. Successful global campaigns often start with a universal insight, then localize execution with in-market teams who understand context and tone.

This is true not just for communication but also branding. Certain words or colors might have different meetings in different regions.