AME recruits advertising and marketing thought-leaders from around the globe to select results-driven effective campaigns that move the needle on behalf of the brand. The 2021 Grand Jury of globally respected, award-winning executives bring innovation, industry expertise, and a 360-degree global perspective to the judging panel.
Pully Chau has 30+ years of advertising, branding and management experience in Asia and 20 years in China. She is a highly innovative game-changer and launched “Amazing Factory” one-stop creative hot house in Cheil Group to integrate all capabilities under one roof. She leads a Group of 1,200 people in 7 cities in Greater China with holistic capabilities in Digital, Media, Retail, PR, Brand experience, eCommerce, Data-Marketing, Auto-Marketing, etc.
In the interview below Pully shares insights on how the brands messaging changed during COVID, new trends emerging, and why she's agreed to serve on 2021 AME Grand Jury.
AME Awards: How has the brand’s voice changed since the pandemic confinement measures? Speak to the evolution of brand positioning, values, and tone of voice during COVID.
Pully Chau: After such a pandemic happened, humanity, compassion and wisdom arise. People who suffered needed to be cared for. People who live in good conditions will treasure family values more than ever, and would love to upgrade their living environment and value true friendship. Advertising has become more emotional and uplifting.
AME Awards: What new creative trends have come into play this to deliver creative and effective results?
Pully Chau: In China, KOLs and live broadcasting in e-Commerce format are helping brands to easily surpass sales record within limited time span. Apart from selling brands/products, provincial government also leveraged Brand e-Commerce to eliminate poverty and create employment in rural areas.
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?
Pully Chau: I have judged creative effectiveness globally and in different regions. For me, it is important to be inspired by best practices. I believe by participating on the Grand Jury, I can share my expertise and get inspired simultaneously.