Join us for AME's exclusive interview series, where we spotlight the 2025 AME Awards Grand Jury. These respected strategists are known for creating impactful, results-driven work for some of the world’s most prominent brands. With award-winning campaigns that have earned global recognition, AME’s jury panel brings together top creative and strategic minds from advertising, marketing communications, and brand building. Their stellar reputations and unwavering commitment to both creativity and effectiveness set the benchmark for innovation in the industry.

2025 AME Grand Jury member, Carolina Pinheiro brings leadership experience, strategic and creative experience, and entrepreneur perspective to the AME jury panel. With 20 years of experience in law and advertising, Carolina Pinheiro has spent 14 years managing Inbrax, the advertising agency where she is a partner and co-founder. Under her leadership, Inbrax has positioned itself as one of the most creative independent agencies in the Chilean market, recognized in various international rankings (WINA Festival, CreativePool Top 25, bestadsontv.com, Crema Ranking by Adlatina, Lüerzer's Archive, Top FICE) and with multiple awards both in Chile and abroad (Effie, Cristal Festival, Fiap, New York Festivals, Cresta Awards, Epica Awards, Creativity, Ad Stars, Caples Awards, among others). In 2020, Inbrax was named the most awarded agency of the year at WINA Festival, Digital Agency of the Year in TopFICE 2020, and Agency of the Year in 2022, 2023, and 2024.

Carolina was recognized by AdWeek “Future is Female”, as Creative Leader 2023 by Empresas Creativas de Chile, chosen as one of the 100 Leading Women 2022, and became the first woman to win the MKTG BEST 2020 as the Best Advertising Agency CEO. She was also the first Latin American to receive the “Best Leader in Marketing – Agency Side” at Women In Marketing 2018 in London. She serves as Director at Conar and AMDD and is also a mentor at WoomUp!, an organization dedicated to promoting the professional growth of women in Chile, as well as an Ambassador for Mujeres Internacionales, Chilean Chapter. She is currently listed among the 40 Over Forty.

In the interview below Carolina shares her insights on purpose driven advertising, the challenges brands face in maintaining effectiveness across global markets, how brands are authentically communicating their values, and much more.

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

Carolina Pinheiro: Effectiveness competitions like the AME Awards are essential because they emphasize the importance of linking creativity with measurable outcomes. In a landscape where diversity and inclusion are critical topics, these competitions allow brands to demonstrate how they address significant social challenges while driving positive community impact and achieving business results. Recognizing campaigns that balance innovation, authenticity, and effectiveness inspires others in the industry to adopt more conscious and responsible approaches.

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?

Carolina Pinheiro: Purpose-driven advertising has evolved towards a more inclusive and authentic approach, where brands not only declare values but actively demonstrate them through concrete actions. Strategies such as co-creation with diverse communities, leveraging culturally relevant narratives, and amplifying underrepresented voices are becoming more common. These tactics not only strengthen emotional connections with consumers but also enhance credibility and foster 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?

Carolina Pinheiro:One of the biggest challenges is balancing global consistency with local relevance. In terms of diversity and inclusion, this means adapting messages to respect and celebrate the cultural nuances of each market while avoiding stereotypes. Successful brands collaborate with local teams, conduct thorough research, and ensure their campaigns are culturally sensitive and aligned with universal values like equity and inclusion.

AME Awards: With a growing focus on corporate social responsibility, how are brands authentically communicating their values and impact?

Carolina Pinheiro: Authenticity is key for brands to effectively communicate their corporate social responsibility (CSR). This requires sustainable, measurable actions that support their messages. In the context of diversity and inclusion, brands are increasingly showcasing initiatives that promote gender equity, LGBTQI+ inclusion, accessibility for people with disabilities, and empowerment of underrepresented communities. By using real examples and tangible results in their campaigns, brands build trust and strengthen their reputation.