AME's Grand Jury members are strategic, innovative, analytical, critical thinkers, and creative storytellers dedicated to ensuring brand awareness and equity, these qualities embody AME's esteemed jury. Serving as emissaries of effectiveness, The 2025 AME jury panel are recognized globally as industry leaders and award-winning marketers, they ensure that every entry submitted to the AME Awards is evaluated with the utmost care and consideration.

Chloe is a strategic leader with 15 years of experience across e-commerce, technology, FMCG, retail, and financial services, having managed brands in both agency and client-side roles across global, regional, and local markets. Her career spans influential agencies such as BBH and Wunderman, and client-side roles at Income and Lazada, Alibaba's e-commerce venture in Southeast Asia. Her diverse background has equipped her with a deep understanding of branding, martech, social commerce, and culture, allowing her to design integrated solutions that align creative vision with measurable business outcomes.

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

Choloe Fair: Effectiveness competitions have become even more essential today because the marketing landscape is changing faster than ever. With the growth of new platforms, formats, and data tools, the way we connect with consumers has become more complex and fragmented.  The challenge for marketers is no longer just coming up with creative ideas; it’s about finding the most effective ways to engage consumers across multiple touchpoints to deliver real business results.

Navigating the New Media Ecosystem: The explosion of digital channels—social, mobile, influencer, AR/VR, and more—has created a fragmented media landscape where it’s easy to get lost in the noise. Effectiveness competitions provide a way to cut through that noise. They force brands and agencies to think critically about how their campaigns are actually moving the needle across these platforms. It’s not just about creating buzz or going viral—it’s about understanding how to leverage each unique platform to achieve specific business objectives, whether that's driving conversions or building long-term brand loyalty.

Data-Driven Creativity: Today, we have access to more consumer data than ever before, which means there’s greater pressure to show how creativity leads to measurable outcomes. Effectiveness competitions encourage marketers to blend the art of creativity with the science of data. Campaigns that win these awards don’t just look great—they show a direct link between creative strategy and business impact. This focus on data-driven results is key in a landscape where clients expect both creativity and accountability, especially as they invest more in digital and performance-based marketing.

Evolution of Content Formats: With content formats constantly evolving—from short-form videos on TikTok to interactive experiences on gaming platforms—effectiveness competitions challenge agencies to demonstrate how their creative work adapts to these new formats while still delivering results. It's no longer just about pushing out a message—it’s about finding innovative ways to integrate your message into a consumer’s experience across multiple distinct  formats, keeping them audiences while moving them closer to the brand's goals.

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?

Choloe Fair: Culture-First Strategy: Purpose-driven advertising is moving away from being an isolated tactic / brief and is becoming an integral part of a brand’s cultural relevance and identity. At the heart of this evolution is a culture-first mindset, which we strongly believe is essential for making brands relevant today. It’s no longer enough to push a message, pay for attention or sponsor a cause. Brands need to understand and embed themselves into the cultural conversations that are shaping people’s lives. Brands that are authentically involved in cultural issues—not just as a reaction to trends, but as a part of their identity—are more likely to build long-lasting connections with consumers.

Authentic Actions Over Performative Tactics: The effectiveness of purpose-driven advertising is now defined by how genuine the brand’s commitment is to the cause it supports. Audiences are incredibly savvy, and they can tell when a brand is “doing good” just for marketing purposes. Purpose-driven campaigns are most effective when they go beyond superficial gestures and show a long-term commitment. For example, brands like Patagonia and Ben & Jerry’s are deeply embedded in environmental and social causes, and this commitment resonates with their audience because it's consistent, authentic, and part of their DNA, not just a one-off campaign.

More than ever, consumers expect brands to act, not just speak. Advertising that is rooted in purpose is most effective when it drives tangible action. Whether it’s through product innovation, financial support, or corporate initiatives, consumers are looking for brands that put their money where their mouth is. For example, brands that invest in sustainable supply chains or engage in local community initiatives see higher levels of consumer trust and loyalty, because their purpose is reflected in their business practices, not just their messaging.

Co-Creation with Consumers: Another shift we're seeing in purpose-driven advertising is the idea of co-creation. Brands that invite consumers into the conversation—whether through user-generated content, collaboration on causes, or sharing their own stories—are creating more organic and authentic connections. The key here is that the consumer isn't just a passive recipient of a message, but an active participant in the brand's journey. This is where the cultural relevance of a brand really takes shape because it’s rooted in community and shared values.

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?

Choloe Fair: A new world order is raising questions of what it means to be a global brand as the collective power of developing nations challenge dominant Western ideals. Especially in a culturally diverse region like rising Asia, global brands need to move beyond literal visual adaptation - tagline, talent, location, to radically embrace spiritual brand consistency. This can be powered by a next-gen brand building model unified by a clearly articulated central brand mission in culture, activated within a consistent cultural ecosystem to guide execution, while creating freedom within the framework for deep local resonance across the most powerful and relevant local communities.

A new approach designed to find the sweet spot between cohesive global impact, and specialized local relevance. We took this approach to launch Walkers for Johnnie Walker around the world - united by a central mission in culture to drive social regeneration in a post-Covid world, guided by a central formula built around acts & change agents in culture, executed in a variety of culturally rich and resonant ways across the world from reigniting the drag scene in Mexico, to reactivating after-hours culture in India, and extending the brand into reuniting the dance community in Korea.

AME Awards: How are brands leveraging short-form video and user-generated content to connect with younger audiences? Are there any standout examples of success?

Choloe Fair: The global UGC market is projected to grow at a compound annual growth rate of 29.4% from 2023 to 2030. Short-form video and user-generated content are more than just marketing tools—they have become the primary way brands engage with younger, digitally-native audiences.The most successful brands in 2024 are those that understand the importance of authenticity, community, and interactivity. Whether it's through creating viral challenges, amplifying real consumer stories, or allowing for personalized, cause-driven engagement, short-form video and UGC help brands build lasting relationships with consumers.

What makes this approach so powerful is that it democratizes content creation. Young people no longer just want to watch ads—they want to be part of the conversation, contributing their own stories, challenges, and moments. By harnessing the energy of these platforms and empowering their audiences to become content creators, brands are able to connect with younger generations on a deeper, more personal level.

A prime example of this shift is how user-generated content (UGC) is driving the second wave of K-beauty. Traditionally, K-beauty brands relied on K-drama stars and K-pop idols with porcelain-like, flawless skin as their ambassadors. However, as consumer values change, with authenticity now being a top priority, K-beauty brands are evolving by working with a more diverse group of global creators. A survey by Rakuten Insight in South Korea revealed that 38.6% of respondents turn to UGC primarily to discover trending products. This reflects the broader global trend towards authenticity and the growing demand for trusted reviews from everyday people, rather than influencers with massive followings.