AME Awards: Why are effectiveness competitions like the AME Awards important?
Michael Dee：因为这是一个回归广告营销创意本质的奖，能充分证明出色不凡的创意可以创造令人赞叹的市场成绩，并藉由这个吸引人的舞台鼓励廣告人員与营销人员勇敢的尝试与选择突破常规的广告营销创意，充分肯定了创意解决方案能带动意想不到的成效。
Because this is an award that focuses on the essence of creativity in advertising marketing, which can fully prove that excellent creativity can create amazing market results. Through this attractive stage, we’re able to encourage advertisers and marketers to bravely develop and choose ideas which break through the boundary. It is an important recognition that brilliant creative solutions can drive ultimate results.
AME Awards: As a creative strategist, what stand-out attributes do you recognize in award-winning creative effective advertising?
Michael Dee：在许多获奖案例中，我常发现通常是基于生活者的Insights而发展出的独特创新解决方案，容易引起人们的共鸣也带来更多生活的新可能。
In many award-winning cases, I’ve often noticed that the unique innovative solutions which are usually developed based on the insights of people, are easy to resonate with people even bring more new possibilities in life.
AME Awards: With an increasing emphasis on corporate social responsibility, how do brands effectively communicate their values and societal contributions in their marketing strategies?
Michael Dee：品牌可以透过实际的行动与作为来展现并传递企业的价值观和对社会环境的积极贡献，最好是长远的贡献而不是一闪而过的短暂措施，甚至可以号召大众的参与或体验，进一步强化人们的认同与好感。
Brands can show and convey the values of enterprises and positive contributions to the social environment through practical actions. It is best to make long-term contributions rather than short-term campaign. It also can even motivate the public's participation or experience to further strengthen people's recognition and good impression.
AME Awards: What future forward trends and innovations are brands embracing for 2024?
Michael Dee：我相信AI将变得更加精准，讓品牌可以分析大量数据以了解消费者的偏好、行为和购买模式，品牌也可以利用各种AI工具更积极去发展更多样的个人且客制化的营销体验给消费者。
I believe AI will become more accurate, allowing brands to analyze a large amount of data to understand consumers' preferences, behaviors and purchase patterns. Brands can also use various AI tools to actively develop more personal and customized marketing experiences for consumers.