AME's Grand Jury members are trailblazing leaders who are known for their ability to craft creative and strategic campaigns that drive real results for brands..These globally respected, award-winning executives bring innovation, industry expertise, and a 360-degree global perspective to the judging panel. Their industry experience and strategic expertise enables them to understand the powerful connection between creativity and effectiveness.
2025 AME Grand Jury member, Lucas Scotti is the Head of Strategic Planning at Herezie, overseeing advertising strategy across all campaigns and clients. With a career spanning agencies like Grey Paris, Herezie, and Ogilvy Paris, he has partnered with major brands like Prime Video, Allianz France, and Tinder. His work has earned numerous industry awards, including recognition at Cannes Lions, D&AD, and Effie for impactful campaigns across diverse sectors.
Holding a Master’s in Political Philosophy and Ethics from Paris-Sorbonne and a Master’s from CELSA, Lucas builds strategy rooted in human and brand truths to elevate and inspire creativity. He is an active member of the Strategic Planning Collective (CPS) and is dedicated to inclusivity initiatives, contributing to Ogilvy’s BTS program for students from Parisian suburbs.
In the interview below, Lucas Scotti shares his perspective on purpose-driven advertising, the role of storytelling, the impact of influencers and much much more.
AME Awards: From your perspective as a creative strategist, what standout qualities define award-winning, effective advertising today
Lucas Scotti: What has changed is not the criteria for effectiveness, but the tools we use to measure it. Today, we have more sophisticated ways to assess the impact of creativity while recognizing that not everything can be quantified. This shift has bridged the gap between creativity and effectiveness. While elements like emotional appeal, data integration, and cultural relevance remain key, it is ultimately creativity that drives effectiveness and deserves to be celebrated.
AME Awards: Why are effectiveness competitions like the AME Awards essential for measuring impact and industry growth?
Lucas Scotti: Competitions like the AME Awards are crucial not only for measuring impact but also for fostering growth within our industry. They inspire strategists by showcasing new ways to tackle business and marketing challenges. They demonstrate to creatives that it is possible—and often most rewarding—to be both creative and effective, with the most innovative ideas often emerging when addressing core business problems. Finally, they highlight to advertisers the transformative power of creativity, encouraging them to place greater trust in bold, creative solutions.
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?
Lucas Scotti: Purpose-driven advertising is shifting toward more tangible actions rather than superficial messages. Consumers increasingly demand transparency and concrete initiatives from brands, which raises important questions about the legitimacy of their actions. To truly resonate and drive effectiveness, brands must reconnect the “what” and the “why”, ensuring their purpose aligns authentically with their actions and delivers real impact on people’s lives. By focusing on meaningful contributions rather than symbolic gestures, purpose-driven campaigns are becoming more effective and trusted by audiences.
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?
Lucas Scotti: Storytelling is and will always remain fundamental to the effectiveness of a campaign. It allows brands to connect with consumers in a way that is both deeply personal and universally relatable.
AME Awards: What future-forward trends and innovations will we see brands adopt for 2025?
Lucas Scotti: AI is not just a trend—it’s a foundational shift that we’re only beginning to explore in depth. While many brands and agencies have so far used AI primarily to showcase their innovation, the real challenge lies ahead: how to leverage AI to address genuine business problems with purpose and precision. This will require balancing innovation with responsibility, addressing concerns around authenticity, copyright, and ethical implications. The future of AI in advertising will depend on its ability to solve real-world challenges while staying aligned with brand values and consumer expectations.
AME Awards: How are brands reimagining influencer marketing to be more impactful? Any examples of partnerships or approaches that have been proven most effective?
Lucas Scotti: Influencers are far more than media platforms delivering reach and engagement—they are cultural actors and creators of cultural content. As such, their values must align authentically with those of the brands they collaborate with. Successful influencer strategies are deeply rooted in the codes of social media and the communities they aim to engage. A great example is CeraVe’s Super Bowl campaign featuring Michael Cera, which embraced a self-aware, humorous tone tailored to social media dynamics. This approach highlights how influencer collaborations can resonate by blending cultural relevance with authentic storytelling.