AME's Grand Jury members are known for creating impactful results-driven work for prominent brands. The 2025 AME jury panel includes some of the world’s most creative and strategic minds in advertising, marketing communications, and brand building from around the globe.Their commitment to both creative and effective work set the benchmark for innovation and ensure that AME's judging sessions are fair, thoughtful and ensure that only the most creative and effective work is awarded.
2025 AMEGrand Jury member, Ana Júlia is an inquisitive and dynamic strategist, born in the countryside of Brazil and raised in the UAE. She is fascinated by the intricacies of human behavior and the cultural forces that shape us
Ana Júlia enjoys problem-solving and brainstorming sessions and has developed chameleon-like skills for adapting to new environments and industries—ranging from F&B to airlines, entertainment brands, and banking. She is constantly seeking fresh challenges and opportunities to hone my skills and elevate my craft in strategy.
In the interview below Ana Júlia shares her thoughts on purpose-driven advertising, the influence of AI and data analytics, corporate social responsibiity and more.
AME Awards: Why are effectiveness competitions like the AME Awards essential for measuring impact and industry growth?
Ana Júlia de Oliverira: Effectiveness competitions serve as an excellent benchmark for the kind of work we should aim to create. Too often, we get caught up in the shiny outcomes—the glitz and glam of advertising—and lose sight of the fact that, at its core, our work should focus on driving meaningful results for our brands. I still consider myself in the “toddler” stage of my career, and it’s awards like these that I admire and find truly inspiring. They remind me to prioritize creative effectiveness over just "cool" creativity.
AME Awards: In your experience, what role does storytelling play in the effectiveness of a campaign? Are there elements of narrative or structure that make campaigns especially memorable or impactful?
Ana Júlia de Oliverira: Storytelling plays a vital role in everything we do—from pitching ideas to our brands to connecting with the audiences who see our work in the real world. It taps into our fundamental human nature and it has been a cornerstone of communication since ancient times, from cave paintings to oral traditions. It’s how we educate, entertain, connect, and inspire.
Whether it’s a social post, a brand film, an OOH ad, or an activation, a story is at the heart of what we’re trying to convey. And the most effective stories have a clear beginning, middle, and end that take users on a journey they can understand and engage with
AME Awards: How have advancements in data analytics and AI influenced the development and success of advertising strategies?
Ana Júlia de Oliverira: This has been a hot topic of discussion in our strategy department because data analytics and AI play a significant and expansive role in our work. They act as a springboard, providing a solid foundation to build our approaches on and serving as invaluable brainstorming tools.
In a fast-paced environment where we often need to develop strategies quickly, these tools prove essential for gathering large amounts of information in a short time. They also serve as a reliable sounding board, helping to inspire new directions when there’s no one else available to brainstorm with.
AME Awards: With a growing focus on corporate social responsibility, how are brands authentically communicating their values and impact?
Ana Júlia de Oliverira: We work with some corporate clients, and what we consistently see is a strong desire to leverage their brand values to drive real, meaningful change in the world. From a B2B perspective, this impact often comes from creating campaigns and initiatives that not only share their insights and successful strategies but also foster an open community. This approach enables brands to do their part while empowering the industries they operate in to follow suit.