Welcome to AME's exclusive interview series, where we spotlight the distinguished 2024 AME Awards Grand Jury. These award-winning seasoned strategists, integral to the AME Awards judging panel, bring a wealth of experience and sharp perspectives to the table. They are known for being Strategic, Innovative, Analytical, Critical Thinkers, and Creative Storytellers who are dedicated to ensuring brand awarness and equity. Join us as we explore the interplay between creativity, strategy, and effectiveness – the core elements defining the excellence celebrated by the AME Awards.

2024 AME Grand Jury and Advisory Board member Janis Middleton brings years of experience in the content and media space to the AME jury panel.  Her background has made her extremely knowledgeable in developing and implementing people-focused strategies. She has worked with many top tier clients throughout her career creating results-driven work for The Home Depot, Buffalo Wild Wings, SunTrust (now Truist), Hanes, and many others leading them all to success.

As an Atlanta native and a graduate of Clark Atlanta University, Janis has always had a passion for building and cultivating environments that provide equal opportunities for all people to thrive. She understood marginalized audiences were consistently underrepresented with less access to tools for success. It was with this experience that she built the portfolio’s Inclusion practice.

In the interview below Janis shares her thoughts and insights on brands and their mission of corporate social responsibilty, how media marketing has changed the way brands skillfully engage consumers in their own lane, how brands are adapting to trends in e-commerce and direct-to-consumer marketing, and more.

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

Janis Middleton: By definition effective means, “successful in producing a desired or intended result.” This is why competitions like this are important. Brands, advertisers, and marketers can see what it means to be effective and achieve a desired result, but they get to see how it’s done in various ways, which is not always a linear approach.

AME Awards: With an increasing emphasis on corporate social responsibility, how do brands effectively communicate their values and societal contributions in their marketing strategies?

Janis Middleton: Brands have the responsibility to effectively communicate who they are to consumers, as this is now an expectation of generations to come. Long gone are the days where CSR and marketing are siloed. But this communication has to be thoughtful, strategic, and impactful. It’s time for these values to go beyond a page on the website, but into the hearts and minds of the consumers.

AME Awards:  How has media marketing changed the way brands engage with consumers? Are there standout brands who are excelling at skillfully reaching consumers in their own personal lane of interest?

Janis Middleton: You can now effectively send a message, a product, or anything to the consumer right where they are, any time of the day. Brands now have the opportunity to be walking, mobile, and always-on billboards that reach consumers everywhere they are. I think a lot of D2C brands have done this in the best way. We are at a time where brick and mortar is no longer the standard.

AME Awards: How have brands adapted their advertising strategies to capitalize on the growing trend of e-commerce and direct-to-consumer models?

Janis Middleton: You can now effectively send a message, a product, or anything to the consumer right where they are, any time of the day. Brands now have the opportunity to be walking, mobile, and always-on billboards that reach consumers everywhere they are. I think a lot of D2C brands have done this in the best way. We are at a time where brick and mortar is no longer the standard. Online product reviews and influencers have replaced the need to touch and feel a product in store before buying it. Customer service is also an always-on expectation today as well. 800 numbers are now DMs.