AME's Grand Jury members have a reputation for innovation, creative excellence, and strategic mastery, they deliver distinctive and effective results for global brands. As award-winners, they view all entries with experience and understanding of what attributes set the bar for effective excellence.
2025 Grand Jury member, Maria Paula seamlessly blends creativity and strategy. As Creative Strategy Director at Paradais DDB, her career is marked by over 60 awards, including a Grand Effie Latam, two Grand Effies in Ecuador, and Gold at Cannes Lions’ Young Lions Worldwide. She has also been a two-time contender for Effie Worldwide’s Best of the Best and was recognized as one of the most outstanding creatives of 2024 by Adlatina (Destacados 2024).
Maria Paula had the honor of serving as Course Facilitator for the Cannes Lions Roger Hatchuel Academy and was selected for Cannes Lions’ prestigious See It Be It program at the El Dorado Festival in Colombia. Her expertise extends to jury roles, including serving on the Effie Latam and the Roger Hatchuel Academy juries. She has proudly represented Ecuador at the Cannes Lions’ Roger Hatchuel Academy and the Mountain View Program at Google Creative Lab. Maria Paula’s work exemplifies the perfect balance of creativity and effectiveness. She is driven to prove that strategy is, at its core, a deeply creative endeavor.
In the interview below Maria shares her insights on the evolution of purpose-driven advertising, building meaningful connections on behalf of brands, what defines standout effective advertising and much more.
AME Awards: From your perspective as a creative strategist, what standout qualities define award-winning, effective advertising today?
Maria Paula Mera Velez: Strategy is creative work. Campaigns—and cases—live or die by the strength of their stories. With consumers, we’re not just selling—we’re crafting narratives that captivate and evoke emotion. For a jury, who’ve seen it all (and are human too), it’s the same—your story and strategy must stand out and stick. Strategy is the backbone, while storytelling is the magic that makes an idea unforgettable.
AME Awards: Why are effectiveness competitions like the AME Awards essential for measuring impact and industry growth?
Maria Paula Mera Velez: Effectiveness competitions, like the AME Awards, are essential because they prove that creativity drives results. They celebrate ideas that not only engage audiences but also transform businesses and set new industry standards. Creativity is not just about communication; it can lead to business solutions or product innovations that transform brands or entire markets. This is when you prove that agencies become strategic partners, rather than just responders to briefs.
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?
Maria Paula Mera Velez: When a brand has a purpose, you can feel it. It transcends communication, infusing every facet of the brand. The most impactful brands don’t just drive sales—they inspire such belief in their mission that people want to join, not just as consumers, but even as advocates eager to work with the company. That’s when brands create one of the most powerful influencers in the game.
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?
Maria Paula Mera Velez: Effective advertising isn’t just about reaching people—it’s about building real, meaningful connections. The key to success? Understanding the problem from the start and simplifying it. Once you do, emotion becomes your superpower. Brands that make people feel something don’t just get noticed—they’re unforgettable. Any emotion is valid. To break through, brands need to tap into culture, understand what truly matters, dare to push boundaries, and prioritize both differentiation and relevance.