AME's Grand Jury is respected globally for their strategic prowess and their industry expertise. As award-winners themselves they judge entries with the utmost of care. AME's Grand Jury of Strategy Directors, Managing Directors, CMO's, CEO's CCO's, Chairman, social media experts and other prominent executives are some of the world’s most creative and strategic minds in advertising and marketing communications.
2021 AME Grand Jury member Kyra von Mutius is Chief Strategy Officer at Heimat, Berlin and part of TBWA\s global strategy core. She believes in disruptive strategy fueling bold creativity. As a strategist she has helped companies such as smart, Coca-Cola, and FDP define, design and develop their brand platforms in disruptive ways to gain competitive advantages and commercial growth. She has a passion for ideas that seem to be too brave to work – and for making them a reality.
AME Awards: As a strategic creative, what stand-out attributes do you recognize in award-winning creative effective advertising?
Kyra von Mutius: Boldness and simplicity: Big ideas brought to life in a usually straight-forward way. With an insight so real, so piercing, you cannot look away. Easy? No. Simple? Yes. You can tell when people with different skill sets have been thinking and working closely together to create something outstanding.
AME Awards: How has the brand’s voice changed since the pandemic confinement measures? Speak to the evolution of brand positioning, values, and tone of voice during COVID.
Kyra von Mutius: Many brands have become much more serious in their tone of voice during the pandemic, which might make sense at first. But the result has been a choir of heavy-hearted brand campaigns throughout 2020. Of course, you cannot ignore the times we’re living in and the enormous impact the pandemic has on everyone and everything. But when the whole world feels like it’s upside down, it’s more important than ever to have a strong core. A good brand positioning is bullet- and pandemic-proof. It’s universal enough to be relevant in 2015 as well as in 2020.
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?
Kyra von Mutius: There are few things I find more exciting than understanding how great ideas were born and brought to life. Understanding the challenge, the insight, the path and finally seeing the results of an idea and campaign can be awe-inspiring. I look forward to learning about the various backgrounds and challenges of amazingly effective and creative ideas.
AME Awards: What advice or guidelines would you give to potential entrants on earning an AME Award?
Kyra von Mutius: Get to the point and don’t fuss around. A great, effective idea doesn’t need much icing on the cake. Believe in the work you have done and let it speak for itself. Don’t inflate things unnecessarily.