AME's Grand Jury members have a world-wide reputation for innovation, creative excellence, strategic prowess, and the ability to deliver distinctive and effective results for global brands. Their high standard of excellence ensures that AME’s 27-year legacy is upheld and respected globally both by winners and industry reports measuring creative distinction.
2021 AME Grand Jury member Alice Chou is Chief Creative Officer of Dentsu MB. She was named Outstanding Creative Person of the Year at the Taiwan Advertiser Association, creative leader in Women Leading Change Awards, and been selected in “Women to Watch”.
Since bagging the Lion, she has also won Grand Prix in Adfest, Adstar and other major creative awards in Asia-Pacific. Alice increased the visibility of Taiwan’s creatives and lent the country’s unique perspective to the world.
In the interview below, Alice shares her insights about how the brand's voice has changed during the pandemic, why effectiveness competitions are important, and what she's looking for in stand-out effective work.
AME Awards: As a strategic creative, what stand-out attributes do you recognize in award-winning creative effective advertising?
Alice Chou: A great idea should clearly define brand purpose and communication mission, through a deep and unique insight and with creative excellence to achieve the business goal.
To me, an effective result is not just about sales figure, it is also about the unique point of view and outstanding creativity to inspire people, to create a dialogue with our target customers and as a result, enable us to help a brand or product to achieve its marketing success.
AME Awards: Why are effectiveness competitions like the AME Awards important?
Alice Chou: Advertising is never just pure art, it’s out there for a specific business purpose.
AME effectiveness competition reminds all the creative people like us, that we do not just create work to win awards, we need to solve client’s marketing problems by using our creative power to get awards.
And by doing this, we make our clients believe that a good and innovative idea can really help them to solve their marketing problems, build their brands and increase their sales.
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.
Alice Chou: The pandemic has changed our life permanently. It makes us to rethink our situation and our world from a new point of view. We have to pursue a more balanced life, more diversity perspective, more social impact and more connection even when we can’t meet each other in person. All of these little evolutions will make the brand’s voice getting different.
Besides, audio application is getting more and more powerful, like podcast and Clubhouse. I think this will also reshape the way we are going to communicate in the future.
AME Awards: Why did you agree to participate on this year’s AME Grand Jury and What do you hope to learn by viewing entries into this competition?
Alice Chou: I think, being a jury member, is not just about selecting the good works, giving out scores or medals, the most important task for me is to send a clear message to the whole industry and those who are working in it.
By selecting those award-winning works, I want to highlight that it is not only because they have insightful thinking, outstanding creative idea, great storytelling and beautiful execution, it is also because they have demonstrated their skill and capability to solve a particular marketing/communication problem.
And let our creative industry and Clients to believe- “creativity” can really help business to grow, make people love the brand and inspire people to do something good for the world and for the brand as well.