Explore AME's exclusive interview series, where we spotlight the creative and strategic brilliance of the AME Awards Grand Jury. These award-winning strategic leaders, equipped with extensive experience and insightful perspectives, bring a wealth of expertise to the judges' table. Their thoughtful evaluation will play a crucial role in determining this year's most creative and effective works submitted to the 2024 AME Awards.

2024 AME Grand Jury member Ez Abero brings17 years of planning experience across multinational and independent agencies to the jury panel. He is currently the Head of Planning at Blackpencil Manila  —  part of the Leo Burnett Group and Publicis Groupe Philippines — handling some of the biggest and most iconic brands from clients such as consumer food and beverage product giant Universal Robina Corporation (URC) and the country’s leading airline, Cebu Pacific.

Before Blackpencil Manila, Ez was Chief Strategy Officer and Acting Managing Director at Dentsu One Manila. Some of Ez’s biggest wins at Dentsu were the Nestle Bear Brand Fortified and Bear Brand Adult Plus milk brand portfolio and top life insurance provider Sun Life PH.

In the interview below Ez shares his perspective on how brands are adapting their strategy for e-commerce and direct-to-consumer models, what stand-out attributes recongized in award-winning creative, how brands are communicting their values in marketing and more. 

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

Ez Abero: Effectiveness competitions like the AME Awards are important because they remind ad folks and marketers of the fact that Creativity is a “Business”—
harnessing the power of creativity must lead to measurable (both tangible and intangible) results.

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

Ez Abero: Clarity—the specificity of the problem that needs to be addressed; “Humanity”—the insight/s and ideas’ ability to strike a chord in people's hearts; Bravery—the audacity to push for groundbreaking work that ultimately solves the business problem.

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

Ez Abero: By shifting the lens of the narrative from “corporate” to “people” (they serve); CSR efforts are usually employed to make companies and/or brands look good and make them feel good about themselves, but to communicate their values and societal contributions effectively, they must connect with their constituents meaningfully.  

AME Awards:  How have brands adapted their advertising strategies to capitalize on the growing trend of e-commerce and direct-to-consumer models? 

Ez Abero: A lot of brands capitalize on the growing trend of e-commerce and DTC models (solely) to drive conversion or simply put, sales, but what they don’t realize is that they could leverage these platforms for product education, brand consideration, and customer engagement, too.