AME's Grand Jury includes some of the world’s foremost creative and strategic minds in advertising, marketing communications, and brand building, representing agencies across the globe. Globally recognized for their award-winning campaigns and dedication to pioneering effective work, their ability to consistently deliver distinctive and effective results for global brands ensures that the entries they evaluate receive meticulous attention with an international perspective, aligned with industry standards and trends.Their years of industry experience provides them with an understanding of the partnership between creativity and effectiveness and ensures that the most creative and effective work will be recognized and awarded.

2024 AME Grand Jury member Sindra Liebe is a strategist at Åkestam Holst NoA, one of Sweden’s most successful and awarded agencies.She brings years of experience as well as a keen strategic perspective honed over the year work on results-driven campaigns for iconic as well as unknown brands in a variety of categories.Before entering the advertising industry, she has worked with everything from organizational development to tech startups, with politics and as a sommelier. Evidently, she is endlessly curious and has more hobbies than time at hand. She is also a member of the APG Sweden board, passionate about inclusivity in the industry and of increasing the understanding and demand for the planning craft.

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

Sindra LIebe: Creativity without effectiveness is art. And while art is amazing, it’s not what we are paid to do. Effectiveness competitions sheds light on this particular matter and inspires the industry to work harder in this regard.

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

Sindra LIebe:Taking a stand for or against something just for the sake of it is and extremely risky path to walk. It is of great importance that the question, act or topic is tied back to the brand history and/or the product. With younger generations being more sensitive to unauthenticity, this is increasingly important. If that sweet spot is nowhere to be found, it might be beneficial to do it without actually making it too big of a deal externally.

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

Sindra LIebe: When it comes to this trend, China is where my eyes go. According to W&W Trading and Consulting, live shopping is now estimated to be worth $60 billion annually. Despite eager attempts from European equivalents, it does not seem to have latched on in such a big scale. Is the target audience really ready yet?

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?

Sindra LIebe: Achieving reach has never been harder or more expensive. Even more so qualitative reach that has an impact on the target audience. Hence, I would consider Special NZ approach for Partners Life being absolutely brilliant. I believe that we will see a lot more advertising within entertainment in the future, ensuring quality reach.