AME's Grand Jury members understand what it takes to deliver creative and strategic campaigns that move the needle for brands.These globally respected, award-winning executives  bring innovation, industry expertise, and a 360-degree global perspective to the judging panel.

2022 Grand Jury member Petra McCardle is CEO of Wetpaint South Africa, she is the founding member and brings 27 years of experience to the jury panel. She sets the tone and the vision for the business and is constantly at the heart of all projects being undertaken by Wetpaint. Petra's experience and industry insight allows her to ensure clients objectives and targets are met, timeously and within budget.

In the interview below Petra shares her perspective on how brands have transformed to adapt to consumer's lifestyles, new innovations utilized by brands, her favorite creative & effective campaign and more.

AME Awards: What stand-out attributes do you recognize in award-winning creative effective advertising?

Petra McCardle: I recognize an emotive connection that draws the audience to the messaging. Creative that drives them to sit up and take notice within the cluttered environments they sit in.

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

Petra McCardle: It proves that you can still be creative and drive ROI for brands simultaneously. That advertising with well thought out strategic frameworks, create a structure for creativity to still shine through and yield results to the bottom line.

AME Awards: Speak to the evolution of brand positioning, values, and tone of voice during the past few years.

Petra McCardle: The consumer has evolved and therefore so must the brands that serve them. Brands that live and breath what they state they stand for and drive purpose within their organizations as well as without, ensure a loyal consumer that wishes to emulate their vision and be a part of their journey by consuming or buying their product/service.

AME Awards: How has brand messaging evolved and succeeded these past few years?

Petra McCardle: Messaging has become more authentic and people centric. Postulating is a thing of the past, and driving the “we” instead of the “I” .

AME Awards: What innovations are changing the way agencies engage consumers on behalf of brands?

Petra McCardle: Our industry faces exponential growth in technology and platforms. This allows us to understand the consumers behavior and patterns far quicker than ever before. We target and speak to them in a way that is far more personal than the broader messaging of the past.

AME Awards: How have brands successfully transformed to adapt to consumers’ lifestyles and spending habits the past few years?

Petra McCardle: We see that brands have incorporated digital transformation to ensure they are present online. A rise in Ecomm platforms and adspend has grown exponentially due to Covid.

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?

Petra McCardle: It is exciting to see the growth of our industry across the globe, as we to continue to push advertising with purpose. What we do brings nations, cultures and countries together. We build the hope to dream and the desire to grow. We hold great power in what we do, and I take pride in being part of an industry that can truly drive change.

AME Awards: What is your favorite most successful ad and why? What campaign resulted in a global brand making an impressive pivot?

Petra McCardle: Old Spice | The Man Your Man Could Smell Like. This global campaign made a significant brand refresh and targeted both males and females – something not done before in the category. It was exciting and innovative, and sparked a new wave of thinking