The AME Awards honors campaigns that hit the bullseye for brands, triumphing in both creativity and effectiveness. AME's powerhouse Grand Jury are repected industry pro's known for their contribution to the industry. As award-winners themselves and experts in effectiveness their ability to recognize ground-breaking results-driven work truly sets the bar for this year's competition.
2021 Grand Jury member Marcelo Reis is recognized by Advertising Age as one of the most awarded creative professionals in the world, Reis started at Leo Burnett in 2011 as business partner and CCO, ahead of the agency's creative team. In 2014, he became Leo Burnett's Co-CEO and CCO - the same year when Leo Burnett became the most awarded Brazilian company in Cannes, with 22 Lions. Recently, he was appointed as Co-CEO and CCO of Arc in Brazil (one of the largest shopper marketing companies in the world and part of Publicis Groupe). He is also one of the advising members of Conar, an entity about Brazilian Advertising Self-Regulation Code. Currently, Reis is one of the leaders of #VoltaPinheiros (www.voltapinheiros.com.br), a movement aimed at raising awareness to the need to clean the Pinheiros River, one of the largest in Latin America and still heavily polluted.
In the interview below Marcelo shares his thoughts about what attributes he recognizes in award-winning creative and effective advertising, what advertising is evolving to this year, guidelines for potential entrants and much more.
AME Awards: As a strategic creative, what stand-out attributes do you recognize in award-winning creative effective advertising?
Marcleo Reis: What makes the difference in any winning work is how pertinent the communication is to its purpose, to the consumers, and to the true social responsibility every brand has. A winning idea doesn't happen by chance, or in a manner that is disconnected from the advertiser's strategic routine. It results from a consistent, long-term effort.
AME Awards: Why are effectiveness competitions like the AME Awards important?
Marcleo Reis: Because there is no effectiveness without creativity, and no creativity without effectiveness.
AME Awards: What will advertising look like next year? What brands have evolved and succeeded during this year and why?
Marcleo Reis: Advertising is returning to its origins and reclaiming the core value of its existence: building reputations and generating business. Add to that the stronger connection the world has developed with environmental, human, and health causes, and voilá, you have a recipe for success. The most successful brands have been those that worked in a manner that was planned, aligned with their values, with environmental and social responsibility, and with a focus on people's real needs.
AME Awards: Why did you agree to participate on this year’s AME Grand Jury and What do you hope to learn by viewing entries into this competition?
Marcleo Reis: After such a tough year, being a jury member at one of the largest creativity festivals in the world reflects our hope that creativity will never disappear from our lives. Creativity is the essence of our profession – it leverages businesses, protects brands, enables media channels, promotes freedom of expression – and therefore deserves to be celebrated and rewarded.
AME Awards: What advice or guidelines would you give to potential entrants on earning an AME Award?
Marcleo Reis: Always be creative, consistent, and socially engaged. This way, the professionals grow, advertisers grow, the industry grows, society grows, and AME Awards grows with it.