AME’s award-winning 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.
The AME Awards honors not just campaigns that are creative, 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 Grand Jury member Charlotte Porsager is Chief Operating Officer for Uncle Grey Denmark. She oversees and handles some of the agency’s largest clients and works on both local and international clients plus global projects where she leads creative teams across various Grey offices around the world.
AME Awards: Tell us about your process of creating and delivering effective results.
Charlotte Porsager: We believe in inviting in the right people, including our clients, to optimize the creative process and get as many perspectives on a solution as possible. We emphasize an agile process to allow for better ideas to emerge faster and we have a culture that whole-heartedly embraces radical collaboration. We do OPEN ideations sessions to narrow down creative territories that can be discussed and evolved with our clients before locking the idea. We always strive to optimize the production and get as many quality assets out of the allocated budget to make sure we can deliver an effective campaign.
AME Awards: Why are effectiveness competitions like the AME Awards important?
Charlotte Porsager: At Grey we’ve worked with the mantra “Famously Effective” since 1917 as we believe that creativity and effectiveness goes hand in hand. Our solutions should deliver on both parameters in order to drive success and/or solve a problem. For many years there was a primary focus on creativity as the only parameter that should be awarded and I think it’s really important to include the effectiveness part since this, together with creativity, is key to drive growth and create impact.
AME Awards: What makes you share you time and energy to participate on the AME Grand Jury and what do you hope to learn?
Charlotte Porsager: I am really grateful to have been asked to be part of the jury. It’s always inspiring to see cases from different parts of the world and allow yourselves to get immersed into the work. Every year I am amazed about the level of creativity and effectiveness and being a jury member makes me want to do even greater work that matters in the world.
AME Awards: What is your favorite most effective ad and why does it hit the bullseye for the brand?
Charlotte Porsager: I think that Wendy’s done an amazing job with their way of using Twitter by having a distinct tone of voice and the courage to do stunts like they did with Fortnite. Also Burger King has done some amazing work with i.e. Whopper Detour.
AME Awards: Any advice for entrants? Will you share your tips for entry success?
Charlotte Porsager: Remember that the judges evaluate hundreds of cases, so attention span is key. Present your work in an way that’s both appealing and entertaining and make sure to keep it simple and short.
AME Awards: What cultural and/or social changes do you think will influence this year’s work?
Charlotte Porsager: I’m curious to see whether some ideas entered will have made a real difference on the issue of climate change.