AME's impressive Grand Jury are known for their global reputation as award-winning creative innovators. As strategic and creative leaders they are consistently honored for their ability as to deliver distinctive and effective results for global brands. Their stellar reputations and commitment to both creative results driven work set the benchmark for innovation and ensures that the entries they evaluate receive meticulous attention with an international perspective, aligned with industry standards and trends.

2025 AME Grand Jury member Henry Medina is a Global Award-Winning Chief Creative Officer and International Keynote Speaker (China, Peru, Honduras, Guatemala). He is the only Certified CCO in Sustainable & Responsible Transformation by The Swedish Institute and the only Certified CCO in Wrong Thinking, an innovation methodology applied by NASA, Apple, Google, and McKinsey & Company.

He earned Bolivia’s first-ever Cannes Lions, One Show, D&AD, London International Awards, and El Ojo de Iberoamérica Grand Prix, setting a historic precedent for the country’s creative industry. As a respected creative leader he is an asset to any advertising competition jury, Henry has been invited to judge numerous top-tier international awards shows.

His work fro impressive brand saw Henry  lead the first Coca-Cola campaign exported to the entire Latin American region and the U.S. Hispanic market and he also led the first Sony campaign exported regionally, to the U.S. Hispanic market, and to several Asian countries — achieving this four times in a row.

In the interview below Henry shares his industry insights on purpose-driven advertising, the role of storytelling in effectiveness, the qualites that define award-winning work and much more.

AME Awards: From your perspective as a creative strategist, what standout qualities define award-winning, effective advertising today?

Henry Medina: Award-winning and effective advertising today must strike the perfect balance between emotional resonance and measurable results. Ideas that cut through the clutter are those that are culturally relevant, insight-driven, and executed with creative bravery. True effectiveness lies in campaigns that don’t just generate impressions but create lasting impact, change behavior, and drive business outcomes. The best work today is also agile—designed to evolve with consumer sentiment in real time.

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

Henry Medina: Effectiveness competitions like the AME Awards validate the true power of creativity. They go beyond celebrating great ideas—they measure real-world impact. In an industry that often chases attention, the AME Awards reward intention: how strategic thinking, creative execution, and performance metrics align to drive meaningful change. They set a global benchmark and inspire agencies and brands to aim not just for fame, but for results that matter.

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?

Henry Medina: Purpose-driven advertising is shifting from surface-level messaging to embedded, long-term brand behavior. Effectiveness now depends on authenticity—consumers can sense when a purpose is performative versus when it’s part of a brand’s DNA. Brands are leveraging co-creation, transparency, and community involvement as strategies to build trust and relevance. The most successful campaigns don’t just speak about a cause—they actively contribute to it.

AME Awards: In your experience, what role does storytelling play in the effectiveness of a campaign? Are there elements of narrative or structure that make campaigns especially memorable or impactful?

Henry Medina: Storytelling is the backbone of any effective campaign. A compelling narrative allows brands to humanize their message and forge emotional connections. The most impactful stories follow a simple yet powerful structure: conflict, insight, and resolution—often with a human truth at the core. When stories reflect the audience’s own aspirations or challenges, they become memorable. It’s not about selling a product, but about making people feel something they’ll never forget.