AME’s 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 AME Grand Jury member Gabriel Huici has been working in the advertising industry for almost 20 years. He began his career as an art director at Grey Argentina agency in which won numerous national and international awards including two Cannes Lions in 2000. In the past 20 years he has served at numerous high-profile agencies including Latinworks, BBDO Chile, Del Campo Nazca Saatchi & Saatchi, AldeaSantiago, Ponce and El Cielo.
In March 2015 he was appointed General Creative Director at the independent agency DON, earning the 5-time best independent agency in Jerry Goldenberg Argentina and recognized by AdAge as Small Agency of the Year. In a little over a year at the helm of DON's creativity Gabriel has won numerous national and international awards in El Sol de Iberoamerica, FIAP, El Ojo, Wave, Effie, Diente, Clarin.
Gabriel has worked for many prominent brands throughout his career such as Nike, Axe, Rexona, Nestle, PepsiCo, Personal, 7up, Lays, Umbro, Sony, Procter & Gamble, Orange Card, Rio Molinos de la Plata, Cablevision, Fibertel, Nextel, Easy, ICBC, Heineken, Amstel, Sol, Air New Zealand, Buenos Aires City.
AME Awards: Tell us about your process of creating and delivering effective results.
Gabriel Huici: Today the key is listening and knowing where the audiences is and connecting with them in the most effective way.
AME Awards: As a strategic creative, what do ads that have taken the brief and turned it into a campaign that transforms opinions, evokes action and raises the bar for the brand have in common?
Gabriel Huici: The brands whose goals are go forward a clear purpose, they share and connect with the people’s problems and needs. They are horizontals, give us solutions and improve our lives.
AME Awards: Why are effectiveness competitions like the AME Awards important?
Gabriel Huici: This is an effectiveness industry, the creativity to share, to connect. Its relevant and important and awards like AME provide an opportunity to join together, check out what we are doing and share objectives for the future.
AME Awards: What makes you share you time and energy to participate on the AME Grand Jury?
Gabriel Huici: For me it’s a big opportunity to see the global work, share my opinion with the rest of the jury and raise the bar for the future of my career and the region. I’m a very excited to participate.
AME Awards: What cultural and/or social changes do you think will influence this year’s work?
Gabriel Huici: Today’s the agenda is gender equality, women empowerment, the manifestations of global warming, and our responsibility to the planet, these times are very important for the young and they are the future.