AME's Grand Jury members have a world-wide reputation for innovation, creative excellence, strategic prowess, and the ability to deliver distinctive and effective results for global brands. 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.The AME Awards honors not only creative campaigns but campaigns that hit the bullseye for brands, triumphing in both creativity and effectiveness. AME’s Grand Jury are the genius minds behind many of AME’s award-winning entries.
2020 AME Grand Jury member Mariano Duhalde is Partner & Chief Creative at AnyGivenDay he brings over 20 years of experience to the jury panel, He has worked at agencies such as CraveroLanis Euro RSCG, Ogilvy & Mather, Euro RSCG Buenos Aires, Havas WorldwideSpain (Madrid and Barcelona) and fairweather/SSBA.
Along the years, he had created local, regional and global campaigns for many brands covering almost all product categories and has won numerous awards and distinctions in
every major advertising festival such as Cannes Lions, Clio Awards, New York Festivals, LIAA Awards, One Show, D&AD, El Ojo de Iberoamérica, FIAP, El Sol, Effie Awards,
AME Awards: As a strategic creative, what do ads that have taken the brief and turned it into campaign that transforms opinions, evokes action and raises the bar for the brand have in common?
Mariano Duhalde: The brands behind the ads are more relevant than the ad itself. The brands that are encouraged to provoke emotions in the audience make their campaigns more successful by not leaving anyone indifferent to their messages. These brands are capable of connecting with people’s needs by being relevant in their campaign messages.
AME Awards: Why are effectiveness competitions like the AME Awards important?
Mariano Duhalde: We work in an industry of effectiveness where our ideas must generate impact, promote and contribute to the growth of brands in all levels. Awards like AME are extremely important for our industry because it validates the success and effectiveness of the campaigns. This is something hard to measure nowadays due to the various types of media and digital platforms that are available. Awards that recognizes creativity and efficiency ends up giving value to the advertising industry.
AME Awards: What makes you share you time and energy to participate on the AME Grand Jury and what do you hope to learn?
Mariano Duhalde: To me, being part of the jury is an immense opportunity to keep learning. I have been invited in the past to participate in many juries and every time it has been an enriching experience. Being able to see projects from all over the world, share my opinion and above all see different points of view is always inspiring and exciting. I appreciate the invitation, it's a true honor.
AME Awards: What cultural and or social changes do you think will influence this year’s work?
Mariano Duhalde: The new generation's way of facing reality is marking the pace for brands. They want to know if the companies they support can perceive the world in the same way as them, changing their strategies focus from Storytelling to Storydoing. Today's agenda is marked by fundamental issues for these generations such as gender equality, inclusion, climate change and our responsibility to the planet; And we will surely see good ideas and new strategic approaches to how different brands address these issues.
AME Awards: Any advice for entrants? Will you share your tips for entry success?
Mariano Duhalde: One piece of advice that I would give to the participants is perhaps one of the most difficult things we face throughout our career, and it is to be critical of the work we present. Beyond the "love" that we feel for our projects, our work must be truly relevant to the brand and communicate the brief in a way that is simple and straight forward. Jurors evaluate hundreds of cases and have limited time, so the work that is presented attractively and entertainingly is always welcome.
AME Awards: What do you do keep your creative and strategic juices flowing?
Mariano Duhalde: By being curious, that's the way it works for me. I ask, I question, and I investigate. I try to keep up not only with what is inherent in our industry but in general. It is very difficult to connect with people while you are enclosed in your world. You have to open up and allow yourself to evolve.