Welcome to AME's exclusive interview series, where we shine a spotlight on the 2024 AME Awards Grand Jury. These seasoned strategists are known for creating impactful results-driven work for prominent brands makes them respected globally for their award-winning campaigns. AME's award-winning jury panel includes some of the world’s most creative and strategic minds in advertising, marketing communications, and brand building from around the globe.Their stellar reputations and commitment to both creative and effective work set the benchmark for innovation.
2024 AME Grand Jury member Jan Harling is CEO at Virtus Asia Consulting He brings 15+ years in marketing across Asian hubs like Beijing, Shanghai, Hong Kong, Shenzhen, and Bangkok to the jury panel. Armed with an MBA from Manchester Business School, his career spans leadership roles at tech giants including Huawei, OPPO, and foodpanda APAC. He is a seasoned expert in communication and marketing and has had local, regional and global roles in both international 4A agencies and as well as on the clinet side.
In the interview below Jan share his insights on emerging technology, corporate social responsibility, future forward innovations brands are embracing and much more.
AME Awards: Why are effectiveness competitions like the AME Awards important?
Jan Harling: Effectiveness competitions like the AME Awards are crucial for the industry and the individuals involved a few key reasons. They offer a platform to showcase impactful campaigns, allowing organizations to benchmark against industry standards that help elevating these standards. Winning provides global visibility, attracting potential clients and talent. Additionally, it boosts team morale and client confidence, creating a culture of excellence. In essence, these competitions celebrate success, inspire industry growth, and drive continuous improvement while highlighting what is possible to achieve.
AME Awards: What future forward trends and innovations are brands embracing for 2024?
Jan Harling: I envision a dynamic shift in 2024 as AI-generated and optimized campaigns gain substantial traction, becoming a focal point for both brands and agencies. This surge, while propelling innovation, is poised to spark controversy as the industry grapples with the ethical dimensions of cutting-edge technology. Simultaneously, anticipate a renaissance in Out-of-Home (OOH) advertising and activations/events, reinstating the allure of tangible, real-world brand experiences. In the realm of outstanding campaigns, an enhanced integration between Paid, Owned, and Earned channels is on the horizon. The synergy of these elements promises to elevate campaigns to unprecedented heights, marking a new era of seamless and impactful brand storytelling.
AME Awards: How are emerging technologies such as augmented reality (AR), virtual reality (VR), and interactive content shaping the landscape of advertising effectiveness?
Jan Harling: Emerging technologies like augmented reality (AR), virtual reality (VR), and interactive content are indeed impacting advertising effectiveness by providing immersive experiences, enhancing engagement, and enabling personalized interactions. However, it's worth noting that I remain somewhat cautious about their mass adoption. While these technologies offer innovative tools for storytelling and differentiation, I'm less bullish on their widespread integration into mainstream advertising strategies. The potential for transformative impact exists, but I do not foresee a rapid and universal adoption across the industry.
AME Awards: With an increasing emphasis on corporate social responsibility, how do brands effectively communicate their values and societal contributions in their marketing strategies?
Jan Harling: In today's CSR-focused landscape, brands must authentically communicate their values and societal contributions in marketing. Transparency, storytelling, and consistency across channels are key. Also, the CEO has to be involved and be more than a mere face. Engaging stakeholders and forming meaningful partnerships reinforce commitment. However, brands must be cautious – shortcuts or greenwashing won't go unnoticed. In a world where consumers are savvy and well-connected, authenticity is non-negotiable, and any deviation from genuine CSR efforts risks public backlash. I do expect some brands trying to cut corners and they will get punished for it.