Welcome to AME's exclusive interview series, shining a spotlight on the distinguished members of the AME Awards Grand Jury. In this exploration of the industry's foremost strategy leaders, we delve into invaluable insights into the dynamic landscape of advertising and marketing. These seasoned award-winning strategists, armed with vast experience and insightful perspectives, bring a wealth of experience and sharp perspectives to the judges table. They will thoughtfully and deliberately determine this year's most creative and effective work submitted into the 2024 AME Awards.

2024 AME Grand Jury member Raymond Chin is Chief Creative Officer Asia for VML he brings years of award-winning creative leadership experience to the jury panel  He is always exploring how creativity can help a brand more effectively beyond traditional advertising. In his previous role at Accenture Interactive, he worked closely with Droga5, while shaping a practice that is part creative marketing and part customer experience, helping brands modernize their marketing with innovations powered by data and experience thinking.Ray  works with C-suite level clients to develop new products, services, platforms to ultimately help brands make bigger positive impact on the consumers they serve, giving actual meaning to their brand purpose. He has cut his teeth in some of the best agencies in the world, such as Wieden + Kennedy, JWT, TBWA and Fallon, always exploring new ways of storytelling and making experiences feel like magic.

In his previous tenures, Ray has won creative and effectiveness awards, transformed an agency to a “Great Place To Work” and Campaign’s Agency of the Year Best New Biz Team. And is recognized for his efforts as one of Campaign Asia’s 40 under 40 and its Digital A-list 50.

In the interview below Ray shares his perspecive on how media marketing is changing consumer engagement, future-forward innovations brands are embracing, how brands are adapting to direct-to-consumer models, and more.

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

Raymond Chin: This is the reason why creativity is the last unfair business advantage. When creativity can be seen as moving the needle in disproportionate ways compared to all other business tools and strategies out there.

AME Awards: What future forward trends and innovations are brands embracing for 2024?

Raymond Chin: AI will supercharge the way we create brand experiences rapidly and make them feel even more like magic, underpinned by data and personalization.

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

Raymond Chin: The more advanced brands are putting a lot more thought into customer journey and funnel thinking. They appreciate agency partners with more through the line thinking that understand everything from comms to ecommerce to loyalty programs.

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?

Raymond Chin: Everything becomes a medium for people to fall in love with brands and drive commerce. If you do it in a seamless experience continuum, the permutations are limitless: cycling community influencers can become your store managers, a travel fridge magnet can become your booking website, your brand fans can become franchise owners. Let’s get creative about this.