Welcome to AME's exclusive interview series where we shine a spotlight on the celebrated AME Awards Grand Jury. The 2024 Grand Jury members are renowned for their unwavering commitment to crafting creative and strategic campaigns that significantly impact brands.These strategic leaders and award-winning executives infuse the judging panel with innovation, strategic expertise, and a comprehensive global perspective.Their years of industry experience provides them with an understanding of the partnership between creativity and effectiveness and ensures that the most creative and effective work will be recognized and awarded.

2024 Grand Jury member,Mariam Samy is an accomplished Strategist with years of expertise spanning diverse industries, from automotive, F&B, and hospitality to FMCG, e-commerce, banking, and tourism. As Senior Manager - Strategy & Insights for Saatchi & Saatchi UAE she's passionate about integrating digital trends and cutting-edge research methodologies, Mariam possesses a proven track record of driving success through innovative strategies. Growing up in the region and armed with a master’s degree in design Innovation Management from Loughborough University, she brings a profound understanding of the region to her work. Her dynamic approach and adeptness in design thinking frameworks, data mining, and consumer journey analysis make her a catalyst for impactful transformations in marketing and advertising, delivering remarkable results for her clients.

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

Mariam Samy: Effectiveness competitions play a pivotal role in the marketing landscape by spotlighting campaigns that go beyond mere creativity. In an age dominated by data-driven decision-making, these competitions underscore the significance of measurable impact. By celebrating strategies that resonate with audiences and deliver tangible results, they ensure that the industry remains focused on driving real value for clients and causes. The AME Awards, in particular, serves as a compass, guiding the industry toward campaigns that not only capture attention but also drive meaningful outcomes.

AME Awards: As a creative strategist, what stand-out attributes do you recognize in award-winning creative effective advertising?

Mariam Samy: Award-winning effective advertising is distinguished by its ability to seamlessly blend creativity with a profound understanding of the target audience. These campaigns transcend aesthetics to evoke deep emotional connections. They tell compelling stories that resonate with authenticity, prompting actions that extend beyond the initial exposure—be it a purchase, social engagement, or a significant change in behavior. The best campaigns leave an indelible mark on the audience, creating a lasting bond between the brand and its consumers.

AME Awards: How has the use of data analytics and artificial intelligence impacted the effectiveness of advertising campaigns?

Mariam Samy: The integration of data analytics and artificial intelligence has ushered in a new era of advertising effectiveness. By enabling hyper-personalization and precise targeting, these technologies have transformed campaigns from broad strokes to finely tuned strategies. The insights derived from data analytics not only optimize ad spend but also empower brands to craft messages that resonate on an individual level. The marriage of data and AI enhances campaign efficiency, ensuring that each interaction is not just seen but truly felt by the intended audience.

AME Awards: How are emerging technologies such as augmented reality (AR), virtual reality (VR), and interactive content shaping the landscape of advertising effectiveness?

Mariam Samy: Emerging technologies like AR, VR, and interactive content are sculpting a new dimension of advertising effectiveness. They transcend traditional mediums, offering immersive experiences that captivate audiences on a profound level. Brands leveraging these technologies stand out by fostering engagement and creating memorable interactions that linger in the minds of consumers. In a landscape saturated with content, these innovations act as the beacon, guiding brands toward breakthroughs that leave an enduring impact.

AME Awards: In what ways are brands incorporating augmented reality and virtual try-on experiences in their advertising to enhance the online shopping journey? Can you share examples of successful campaigns that used AR or virtual try-ons to drive consumer engagement and conversion?

Mariam Samy: Brands are reshaping the online shopping journey through the integration of augmented reality (AR) and virtual try-on experiences, offering consumers a virtual product exploration. Examples abound, such as IKEA's AR furniture placement app and Sephora's Virtual Artist, where customers can virtually try on makeup. These experiences not only enhance engagement but also build confidence, providing consumers with a tangible preview before making a purchase decision.