AME's Grand Jury of global thought-leaders, award-winning strategists, and innovative creatives are experienced in delivering results-driven work for international brands.They represent some of the world’s most creative and strategic minds in advertising and marketing communications. As award-winners themselves,their stellar reputations and commitment to creative and effective work set the benchmark for innovation and their global perspective ensure entries are reviewed with utmost attention and based on an international view of industry standards and trends.
Grand Jury member Fabio Buresti is Chief Strategy Officer/Partner for The Monkeys. Fabio brings years of strategic to the jury panel and is probably one of Australia’s most experienced and awarded strategists having collected more Effies than you've had hot dinners. He was responsible for The Monkeys being named ‘Effective Agency of the Year’ in both the 2016 and 2020 Australian Effie awards.
In the interview below Fabio shares his industry perspective on what mediums will dominate in 2021, why long term brand-building is at the top of brand's agendas, the change in the brand's voice during the pandemic, and much more.
AME Awards: Why are effectiveness competitions like the AME Awards important?
Fabio Buresti: Effectiveness is the most important pursuit in the advertising and comms industry. The value that our work contributes to the success and profitability of our clients is always being called into question. It suffers from a subjectivity and scrutiny that most other professional industries would never have to face.
Effectiveness awards provide a platform to prove, celebrate and amplify the power of our strategic thinking and creativity in driving growth. We desperately need them to balance out all the high-profile creative awards that, while great at celebrating our creativity, can be seen by people outside the industry as the only thing we care about.
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.
Fabio Buresti: The pandemic has forced every brand in the world to discover its empathetic side, that’s for sure.
To be honest, if a brand has had to change its positioning throughout the pandemic, it probably didn’t have a very good one to begin with. The best positioned brands have been able to stay true to their long-term strategy and purpose, while tactically addressing the challenges facing every one of their customers.
One positive outcome of the pandemic is that marketers are coming to realise the value of purpose – and the greater value they can bring to peoples’ lives, beyond just selling them shit.
AME Awards: What will advertising look like next year? What brands have evolved and succeeded during this year and why?
Fabio Buresti: My bet is that more brands will put long-term brand building at the top of their agenda. Not because it’s the trendy thing to do, but because the pandemic has reminded every marketer of the need to have a deeper and more resilient relationship with their customers.
In Australia, there has definitely been a return to quality and legacy brands – they provide more reassurance and certainty in very uncertain times. If these brands are smart, they’ll continue to invest in long-term brand building and using COVID as an opportunity to reinvigorate their connection with their audience.
AME Awards: Media consumption has changed dramatically how has this affected the marketing mix?
Fabio Buresti: Consumption has changed, but our approach hasn’t. We still develop an enduring brand strategy and execute it through a big agnostic campaign idea. The fragmentation of media has made holding this single narrative together harder in a traditional sense, but we still fight for a central medium to drive the core idea.
AME Awards: What mediums will take the lead in 2021 and what will take a backseat?
Fabio Buresti: Film will dominate in 2021. Whether it’s on a TV or a digital screen, there will be a strong push by brands to emotionally engage with people. And film is arguably, the best way to do it.
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?
Fabio Buresti: I love the AME Awards’ high standard - it’s a beacon of effectiveness excellence for our entire industry. I hope to learn from the high standard of entries. To see how different brands have tackled complex problems with brilliant strategic and creative thinking.