AME's Grand Jury Spotlight Interviews celebrate AME's esteemed Grand Jury, showcasing the exceptional minds shaping the future of advertising and marketing communications. Representing top-tier agencies from around the world, this diverse jury consists of some of the most strategic trailblazers in the industry. These visionary leaders are known for creating influential, results-driven campaigns for top global brands.Their dedication to driving impactful, innovative work sets the standard for excellence. 

2025 AME Grand Jury member John Mathew has 25 years of pioneering experience in healthcare and pharmaceutical advertising. He brings a wealth of strategic insight, creative expertise, and industry leadership to the jury panel. Currently serving as Executive Vice President and Head of Health & Wellness at McCann World Group India, he has consistently demonstrated a deep understanding of healthcare narratives across Asian and global pharmaceutical markets.

John’s extensive leadership in healthcare advertising is marked by his ability to oversee award-winning campaigns that seamlessly blend scientific accuracy with compelling storytelling. His innovative approach has driven transformative growth for pharmaceutical brands through data-driven, patient-centric, and ethically responsible communication strategies. As a pioneer in integrating digital and integrated marketing solutions, he is well-versed in evaluating campaigns that are both impactful and culturally sensitive across diverse markets.His prior experience at prominent agencies and pharmaceutical companies include R.K. Swamy BBDO, Novartis, Glenmark, Havas Life, and WPP Group, has provided him with a comprehensive understanding of global and regional healthcare communications. This background enables him to assess creative work through a balanced lens—considering scientific validity, strategic storytelling, digital innovation, and cultural relevance.

In the interview below John shares his perspective on the qualities of an award-winning campaign, the evolution of purpose driven advertising, how brands are reimagining influencer marketing, and much more.

AME Awards: From your perspective as a creative strategist, what standout qualities define award-winning, effective advertising today?

John Mathew: From my perspective as a creative strategist, award-winning, effective advertising today is characterized by several standout qualities that resonate deeply with audiences and drive meaningful impact. First and foremost, the ability to forge authentic and emotional connections with the target group (TG) is paramount. Effective advertising speaks to the audience's needs, aspirations, and values, transforming messages into memorable experiences that foster trust and loyalty.

In the context of healthcare communication, effectiveness hinges on creating these genuine connections while also emphasizing transparency, credibility, and empathy. It's essential to foster trust by delivering clear, accurate, and scientifically balanced information that respects the audience's intelligence and concerns. This not only enhances engagement but also encourages informed decision-making.

Furthermore, measurable results are a critical component of effective advertising today. Campaigns must be designed with clear objectives and key performance indicators (KPIs) that demonstrate tangible outcomes, whether in brand awareness, patient adherence, or behavioral change.

In pharmaceutical communications specifically, maintaining high ethical standards and scientific integrity is non-negotiable. Campaigns should operate within the realm of ethical guidelines, ensuring that information is balanced, fair, and evidence-based. This commitment to ethical and scientifically fair communication not only upholds the integrity of the brand but also builds long-term trust with healthcare professionals and patients alike.

In summary, the hallmark of award-winning advertising today lies in its ability to connect authentically with audiences, foster trust through ethical and balanced communication, and deliver measurable, impactful results—especially within the sensitive sphere of healthcare and pharmaceutical marketing.

AME Awards: Why are effectiveness competitions like the AME Awards essential for measuring impact and industry growth?

John Mathew: As an advertising practitioner, I believe that effectiveness competitions like the AME Awards are essential for measuring impact and industry growth because they serve as a benchmark for excellence in communication. These awards help recognize and celebrate campaigns that truly make a difference, which in turn encourages the industry to elevate its standards.

Moreover, it is the collective responsibility of the industry to push up the standards of effective communication, especially towards a more patient-centric approach that benefits the community as a whole. By highlighting the best practices and showcasing innovative thinking, awards like the AME Awards motivate and inspire marketing and advertising professionals to think creatively and ethically.

Furthermore, such awards create a collective momentum that fuels continuous improvement and higher standards within the industry. They serve as a platform for learning, sharing, and setting new benchmarks. Ultimately, AME plays a significant role in inspiring new marketers to innovate and lead by example, fostering a culture of excellence that benefits both the industry and society at large.

AME Awards: How do you see purpose-driven advertising evolving in terms of effectiveness? What are some strategies brands are using to resonate with consumers?

John Mathew: Purpose-driven advertising is evolving in effectiveness by adapting to the increasingly socially conscious consumer.  Traditional advertising approaches, focused solely on product features and benefits, are becoming less impactful.  Today's consumers are more discerning, actively seeking brands that align with their values and demonstrate a genuine commitment to positive social impact.  Effectiveness now relies on authenticity, transparency, and a demonstrable connection between the brand's purpose and its actions.

Several strategies are emerging to resonate with these evolved consumers:

Authenticity and Transparency: Consumers are highly skeptical of superficial claims. Brands are emphasizing authenticity by showing how their purpose is integrated into their core business practices, rather than simply tacking on a social cause as an afterthought.  Transparency about sourcing, production, and environmental impact is crucial.  Consumers want to see the “why’ behind a brand's actions, not just the ‘what’.

Demonstrating Impact:  Instead of just stating their commitment to a cause, brands are showcasing the tangible impact of their initiatives.  Quantifiable results, case studies, and partnerships with reputable organizations build credibility and demonstrate the value of their purpose-driven efforts.

Storytelling and Emotional Connection: Consumers connect with stories that resonate on an emotional level.  Purpose-driven campaigns can be highly effective when they tell compelling narratives that highlight the human element behind the brand's mission and demonstrate how the brand is making a real difference in people's lives.  This approach fosters a sense of community and shared values.

Engaging Consumers Actively: Brands are moving beyond passive communication.  They are actively engaging consumers in their purpose-driven initiatives through interactive campaigns, community building activities, and opportunities for participation.  This creates a sense of ownership and fosters a stronger brand-consumer relationship.

Addressing Complex Social Issues: Consumers are increasingly aware of and concerned about global issues like climate change, social justice, and poverty. Brands that address these complex issues authentically and responsibly can build strong relationships with consumers who share those concerns.

The evolving consumer landscape:

The rise of social consciousness significantly impacts purchase decisions.  Consumers are increasingly influenced by research, reviews, and word-of-mouth, scrutinizing brands' actions and aligning purchases with their values.  This means that purpose-driven communication can connect more effectively with these educated and engaged consumers, as it directly addresses their growing desire to make socially responsible choices.

AME Awards: How are brands reimagining influencer marketing to be more impactful? Any examples of partnerships or approaches that have been proven most effective?

John Mathew: Brands are reimagining influencer marketing to be more impactful by shifting from a primarily sales-driven approach to one that builds genuine brand equity and authenticity. While influencer marketing is extensively used today with effective results, it is often employed as a quick sales tool or affiliate marketing channel that delivers immediate, measurable results. However, this short-term focus can sometimes be at the expense of long-term brand building, as it may not significantly enhance the brand’s equity or emotional connection with consumers.

To create more meaningful and lasting impact, brands are now adopting strategies where influencers are used selectively and thoughtfully to tell authentic stories that resonate with their audiences. This approach helps in fostering trust and credibility, which are crucial for long-term brand loyalty. For example, some brands partner with influencers who genuinely align with their values and products, allowing the influencer to create content that feels natural and credible, rather than purely promotional. This can significantly enhance the brand’s perception and deepen consumer engagement over time.

An effective approach includes leveraging influencers as brand ambassadors rather than just transactional partners. This can involve long-term collaborations where influencers become authentic advocates, helping to shape and reinforce the brand's identity in a more meaningful way. Such strategies tend to generate higher engagement and trust, ultimately contributing to sustained brand equity.

Additionally, it’s important to recognize that affiliate marketing, while useful for immediate results, is often seen by influencers as a way to monetize their content, sometimes with less focus on the broader consumer experience. By balancing affiliate efforts with strategic brand-building collaborations, brands can ensure that influencer partnerships contribute both to short-term sales and long-term brand health.

In summary, reimagining influencer marketing involves focusing on authenticity, selective partnerships, and long-term brand storytelling to create a more impactful and sustainable connection with consumers.