AME's Grand Jury represents some of the world’s most creative and strategic minds in advertising and marketing communications. AME’s Grand Jury members are recognized as award-winners who deliver distinctive and effective results for global brands. They are the genius minds associated with many of AME’s award-winning entries

2021 AME Grand Jury member Wilson Ang is Group Creative Director for Cheil China. He brings years of award-winning experience to the jury panel. Wilson is one of the first creative leaders applying creativity and innovation into digital transformation for clients. In his tenure at Cheil, the agency had won creative and effectiveness awards, including #1 in APAC at The One Show Global Creative Rankings 2020.

In the interview below Wilson shares, his all time favorite campaign, his perspective on what advertising will look like this year, and his thoughts on what attributes equal award-winning work.

AME Awards: As a strategic creative, what stand-out attributes do you recognize in award-winning creative effective advertising?

Wilson Ang: I tried to be creative but turned out my answer is not creative – creative.

Creative ads may not be effective, but effective ads must be creative. Creativity stands out and makes a brand immediately identifiable or memorable.

AME Awards: How has the brand’s voice changed since the pandemic confinement measures? Speak to the evolution of brand positioning, values, and tone of voice during COVID.

Wilson Ang: Brand’s tone shouldn’t change under any circumstances, even under pandemic. What a brand says would change but not how it says.

AME Awards: What will advertising look like next year? What brands have evolved and succeeded during this year and why?

Wilson Ang: Due to economic downturn, advertising’s budget next year will shrink but not the expected return. In short, more cost effective. That’s why I would suggest agencies to enter AME this year as next year will definitely be more competitive.

AME Awards: What is your all time, favorite most creative and effective ad and/or ads and why in your opinion did they triumph?

Wilson Ang: WWF – Earth Hour

Started in Sydney in 2007 and still going on. The idea is basically “every little helps a mickle”, but the way the campaign helps people to visualize and realize by themselves how a simple action can save the world is simply prodigious.