The AME Awards competition honors not just campaigns that are creative, but campaigns that hit the bullseye for brands.Ttriumphing in both creativity and effectiveness, AME’s Grand Jury members are the genius minds behind many of AME’s award-winning entries.
2020 AME Grand Jury member Alice Chou is Chief Creative Officer for Dentsu Taiwan.
What does it take to lead a 60-year-old agency to win its first Cannes Lion? A lion, a Sherpa, a boss who isn’t bossy, and a prime number. Alice Chouhas been described as all of above.
Alice is as persistent as a lion on the prowl when exploring new territories, and she acts like a Sherpa guiding new hires to the international stage without arrogance. Her pursuit of creative excellence is likened to a prime number that cannot be divided.
Alice was named Outstanding Creative Person of the Year at the Taiwan Advertiser Association, creative leader in Women Leading Change Awards, and has 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.
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's 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 good and innovative ideas can really help them to solve their marketing problems, build their brands and increase their sales.
AME Awards: Tell us about your process of creating and delivering effective results.
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, effective results are not just about sales figures, 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: What makes you share your time and energy to participate on the AME Grand Jury and what do you hope to learn?
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, an outstanding creative idea, great storytelling and beautiful execution, it is also because they have great storytelling and beautiful execution, it is also because they have demonstrated their skill and capability to solve a particular marketing/communication problem. And allowed 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.