AME’s 2025 Grand Jury embodies strategic thinking, innovation, analysis, and creative storytelling to champion brand awareness and equity. As global industry leaders and award-winning marketers, they serve as emissaries of effectiveness, their industry perspective and creative insights raise the bar and ensure that only the most creative adn impactful work is awarded.
2025 Grand Jury member, Gilda Valle is one of the most respected and admired strategy directors in Ecuador, with 20 years of experience. She is now recognized as a significant figure in the field of strategic planning.
Currently, she leads the strategy department at BBDO Ecuador, developing valuable strategies for the country's and the region's main advertisers. She has served as a judge in the most important advertising festivals such as Effie Latam, Effie Ecuador, El Ojo de Iberoamérica, New York Festivals, Young Lions Ecuador, Fiap, etc.
In the interview below Gilda offers insights on corporate social responsibility, strategies brand use to resonate with consumers, what defines award-winning effective work and more!
AME Awards: From your perspective as a creative strategist, what standout qualities define award-winning, effective advertising today?
Gilda Valle: For me, one word: Value. Value that breaks free from price wars, value that redefines businesses with boldness, and value that delivers true meaning to people. Because real effectiveness isn’t just about selling—it’s about transforming.
AME Awards: Why are effectiveness competitions like the AME Awards essential for measuring impact and industry growth?
Gilda Valle: Because they raise the bar, create a hunger for more, and set a precedent in the market. They serve as a benchmark for the industry, shaping the future and leaving valuable lessons
AME Awards: How do you see purpose-driven advertising evolving in terms of effectiveness? What are some strategies brands are using to resonate with consumers?
Gilda Valle: The purpose is no longer a marketing stunt—it’s a business driver. The brands that win don’t use it for engagement; they build their entire model around it. The key? Brutal honesty, measurable impact, and purpose that drives profit, not just perception.
AME Awards: With a growing focus on corporate social responsibility, how are brands authentically communicating their values and impact?
Gilda Valle: True CSR is not just a campaign; it is a commitment. Brands that genuinely create an impact don’t merely discuss their values—they integrate them into their business. When purpose influences decisions, the resulting impact is not strategic but rather a natural consequence.