Welcome to the AME Grand Jury Spotight interview series where our exceptional jury explores the dynamic changes occuring within the world of advertising and marketing communications. AME's esteemed panel for 2024 includes visionary leaders renowned for creating influential, results-oriented campaigns for leading brands worldwide.Coming from top-tier agencies around the globe this diverse jury represents some of the most recognized creative and strategic trailblazers in the industry. Their dedication to driving impactful, innovative work not only sets the standard for excellence but also inspires future generations of marketers and advertisers.

Kyle Duckitt is Hed of Cutlural Stratgy at BBH Asia Pacific, he helps transform the way people feel about companies and brands by tapping into the power of culture to shift perspectives and change behaviour. Kyle, a trained economist turned brand, creative, and cultural strategist, has over the past decade had the opportunity to collaborate with some of the world’s biggest brands across four different continents.His philosophy as a strategist is simple: “Remember we are speaking to humans; so cut the jargon and the fluff and focus on what moves people. After all, people don’t think about brands, they feel them.” This philosophy has been a powerful guide for the type of work that Kyle loves to do which saw him recognised as the #3 ranked strategist in the world by The One Club for Creativity in 2021.

In the interview below Kyle share his perspective on gamification, future forward trends for 2024,  corporate social responsibility and what he looks for in stand out award-winning campaigns. 

AME Awards: Why are effectiveness competitions like the AME Awards important?

Kyle Duckitt: In the vast ocean of creative awards, the AME Awards and other effectiveness awards carve out a unique space. Here, we can hold our work accountable and undertake the challenging task of demonstrating that our creative efforts truly deliver results. Given the ongoing debates surrounding the effectiveness of creative advertising, these award shows serve as a proving ground. They offer clients the confidence to place their trust in the power of creativity.

AME Awards: As a creative strategist, what stand-out attributes do you recognize in award-winning creative effective advertising?

Kyle Duckitt: There are a few things I look for in award winning work. Firstly, clearly solving a real consumer problem or addressing a real consumer insight, and secondly real business results. As an industry we need to move away from the vanity metrics and get real on the hard numbers of what our work delivered. We've seen enough case studies with billions of impressions... but what did it really achieve in the real world?

AME Awards: What future forward trends and innovations are brands embracing for 2024?

Kyle Duckitt: 2024, like every year, will usher in its share of fads and trends, with a special emphasis on AI-powered innovations. As usual, much of this will likely be more hype than substance. However, for those aiming to make a genuine impact with AI, the focus should shift. It will be less about the 'artificial' aspect and more about leveraging AI to enhance and embrace our humanity.

AME Awards: With an increasing emphasis on corporate social responsibility, how do brands effectively communicate their values and societal contributions in their marketing strategies?

Kyle Duckitt: I personally think we might have reached peak purpose. Communicating your values and contributions should only happen if they truly help bring to life your brand's point of view on the world. The reason people should actually care that your brand exists. If what you are doing in your CSR efforts can authentically be tied back to that POV, then use it in your marketing, if not then I would say, avoid it. We've all seen enough 'purpose washing' for a while.

 AME Awards: What interactive elements or gamification strategies have you found to be effective in capturing and retaining the audience's interest within mobile gaming environments?

Kyle Duckitt: The golden rule for any advertising in a gaming environment is to always be additive. No gamer wants to have something interrupting them in a moment of play. So if you're planning on playing in this space, really play, and make their experience even better than it was before.