AME's Grand Jury members are known for creating impactful results-driven work for prominent brands makes them respected globally for their award-winning campaigns. The jury panel includes some of the world’s most creative and strategic minds in advertising, marketing communications, and brand building from around the globe.Their stellar reputations and commitment to both creative and effective work set the benchmark for innovation.
2022 AME Awards Grand Jury member John Wish is Senior Branding Expert for Alibaba Group. John brings14 years of industry experience to the jury panel having worked with such top-tier companies as Leo Burnett, DDB, McCann, Hylink and Alibaba and has created campaigns for prestigious worldwide brands including Mcdonalds, Unilever, Fiat, Volkswagen, Crowne Plaza, Tourism Australia, Uber, etc. He has garnered over 70 design and creative awards,including OneShow, LIA, Spikes, AD STARS, Longxi, HKDA, DFA, etc.
In the interview below John shares his perpsective on what mediums are most successful in engaging consumers, how brands are investing in long-term effectiveness plans and how effectiveness has evolved these past few years.
AME Awards: How has effectiveness in advertising evolved in the past few years?
John Wish: Undoubtedly, it is the change of client’s requirements that promote the continuous evolution of advertising effectiveness. From pure brand exposure in the past to consumer interaction in the follow-up, and then to consider the sales transformation and public praise after use.
AME Awards: Are brands investing in long term brand marketing effectiveness plans and what strategies are most successful and why? Any standout examples?
John Wish: In the concept of long-term investment, brand building has an exclusive term called "mental assets". For example, Tmall has been building the brand mind of "ideal life" through various means; Another ecommerce platform PDD has been delivering a brand mentality of low price.
AME Awards: How have brands become more intentional about their value and purpose and how has it changed the overall creative tone of campaigns?
John Wish: The brand used to tell some truth to the audience; But now more and more brands will communicate with consumers equally through social media with a more friendly attitude, and even invite consumers to participate in the co creation of products, which makes the creative tone of the brand more approachable.
AME Awards: What mediums will be most successful in engaging consumers this year?
John Wish: In China, the most popular media form is Xiaohongshu this year .Many new brands find many online stars to "plant grass" on Xiaohongshu, and then guide consumers to buy on e-commerce platform, so as to form a complete link from awareness to transformation.