AME's Jury members are dedicated to effectiveness and understand the partnership between creativity and effectiveness. As results-driven creative strategists their campaigns for clients have built stronger brands and garnered awards. Their global perspective and years of industry experience ensure that work entered into AME is judged thoughtfully and fairly.

2025 AME Grand Jury member Motoko Ishii is a bilingual creative based in Tokyo with extensive experience in art direction and design at agencies such as Wunderman Thompson and We Are Social. In recent years, she has overseen various social media and global marketing campaigns for Uniqlo, one of which was shortlisted for the AME Awards in 2024.

With a deep understanding of both Japanese and global perspectives, Motoko enjoys exploring creative solutions for a broad range of audiences, ensuring communication resonates with each target group. She thrives in collaborative environments, drawing inspiration from teams with varied backgrounds to drive innovative solutions, while redefining messages that connect with people across borders.

Motoko is passionate about creating impactful work that not only inspires but also contributes meaningfully to the world. A firm believer in the power of possibility, she is committed to using creativity with purpose to drive positive change.

In the interview below, Motoko shares her perspective how brands are leverging short-form video,  the ways brands are shaping the narrative, maintaining effectiveness across global markets and much more.

AME Awards: Why are effectiveness competitions like the AME Awards essential for measuring impact and industry growth?

Motoko Ishii: In a fast-paced world where technology and platforms are constantly evolving, alongside emerging social challenges, the industry's impact and growth can often feel immeasurable. For creatives, effectiveness competitions like the AME Awards provide a valuable benchmark for assessing where we stand in terms of creative work. They also highlight how creativity is driving impact across industries. These competitions not only reward innovation but also encourage professionals to reflect on how creativity can serve both the market and societal needs, driving growth and meaningful change.

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?

Motoko Ishii: I believe we’re seeing more opportunities to infuse purpose into advertising as the industry evolves beyond a purely professional domain to one of two-way communication with audiences. As brands gain deeper insights into consumer values, they are increasingly integrating purpose-driven initiatives into their strategies. Brands are now taking a more active role in shaping the narrative, focusing on values, authenticity, and ethical practices in their messaging. This shift encourages consumers to engage with brands that share their own principles, creating stronger emotional connections and long-term loyalty.

AME Awards: What challenges do brands face in maintaining effectiveness across diverse global markets, and how do you approach creating strategies that resonate across different cultures?

Motoko Ishii: As communication becomes more tailored to specific target audiences, maintaining authenticity in each market becomes increasingly crucial. Brands face the challenge of ensuring their messaging is both culturally relevant and consistent with their global identity, but often lack the necessary global insights. Access to a diverse global team is key to understanding local nuances and adapting strategies that resonate across cultures, ensuring the essence of truth in communication.

AME Awards: How are brands leveraging short-form video and user-generated content to connect with younger audiences? Are there any standout examples of success?

Motoko Ishii: In Japan, short-form video content has become a widely used tool for both traditional and established brands to connect with younger audiences. While there are examples of both successful and unsuccessful branding efforts in this area, it's refreshing to see brands pushing creative boundaries in new and unexplored ways. These efforts are often designed to better relate to and align with how younger generations consume media and perceive brands. Successful campaigns leverage user-generated content, providing easy ways for people to actively participate while also allowing them the freedom to express their own uniqueness and creativity, all while engaging with brand stories.