The AME Awards Grand Jury represents some of the world’s most creative and strategic minds in advertising and marketing communications. The Grand Jury is the powerhouse behind the prestigious AME Awards, their high standard of excellence ensures that AME’s 26-year legacy is upheld and respected globally both by winners and industry reports measuring creative distinction.

2020 Grand Jury member Henry Shen is Chief Strategy Officer Greater China for McCann Health. Born for the post-digital age, Henry is a planner with holistic planning capabilities, ranging from business strategy, brand communication to digital and integration. That's why he strives to address client's business and brand challenge with an integrated approach, providing innovative solutions for today’s brand and consumers.

He overseas brand, engagement and digital strategy over Greater China, with a great team of diversified and talented planners. Henry brings over 13 years of experience in the advertising industry to the jury panel, he has proven expertise in Beauty, Luxury, Health Care, FMCG, and Electronic Goods.

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

Henry Shen: Under the pressure of growth, Today’s marketers care about effectiveness more than ever. Thus, CMOs are redefined as CGOs. That’s why creativity can’t be siloed from results. Instead, it should become the magnifier for growth. Competitions like AME Awards is a great platform to encourage creative-led marketing solutions.

AME Awards: What makes you share you time and energy to participate on the AME Grand Jury and what do you hope to learn?

Henry Shen: It’s a great honor and rewarding learning process for me. I hope I can find new possibilities to leverage creativity to solve brand challenges and drive growth.

AME Awards: What campaign or campaigns are you most proud of and how did it move the needle for the brand?

Henry Shen: The Breath of Life for GSK campaign is intended to raise disease awareness of underdiagnosed COPD condition in China. Inspired by the traditional Chinese artform of blow-painting, we collaborated with a well-known artist and a leading Pulmonologist. to create Breath of Life, a revolutionary new app for self-testing of COPD. Every once in a while, Science can speak the human language!

The ThisAbles Campaign/project from IKEA, created by our brother company McCann Tel Aviv, which drew up a list of dozens of products that can already accommodate people with a range of disabilities, like tables that work for wheelchairs. This is a solid example of how brand can play, instead of just talk about, a meaningful role in people’s life.

AME Awards: What cultural and/or social changes do you think will influence this year’s work?

Henry Shen: The world is suffering from great divides, from economic, political, gender, to value and beliefs. I believe ideas that help bridge divides and unite people will have major impact on the progress of humanity in this challenging time.

AME Awards: What do you do keep your creative and strategic juices flowing?

Henry Shen: A beginner’s mind. It’s easy for people to take things for granted and ignore the new happenings in the world, if not become judgmental. Life can offer inspirations and insights in any form, at any time. 

AME Awards: Who is your inspiration and how has this philosophy made you who you are today?

Henry Shen: Buddha is one of my fountains of inspirations. To me he is not a religious figure but more importantly a teacher who is loving, kind and wise. Just as Buddha preaches differently to everyone because he sees every person as different and respect each individual. Brands need to learn to address these differences between people with wisdom and serve them with loving kindness.