Welcome to AME's exclusive interview series, where we spotlight the distinguished AME Awards Grand Jury. Through the perspective of some of the industry's foremost strategy leaders, we gain insights into the dynamic landscape of advertising and marketing. These seasoned strategists bring a wealth of experience and sharp perspectives to the table. Their years of industry experience provides them with an understanding of the partnership between creativity and effectiveness and ensures that the most creative and effective work will be recognized and awarded.

2024 AME Grand Jury member, Ronit Caspi is the Chief Strategy Officer at Publicis Group. She is a professional strategist with a wide range of experience in various strategic roles within the advertising and research sectors. She has held leadership positions in global organizations in the advertising industry, including BBDO Israel, McCann Tel-Aviv Israel, and Awesome Deloitte Studio. Her diverse experience underlines her adaptability and strategic expertise across different sectors.

In the interview below Ronit shares her industry perspective on emerging technologies, how brands are adapting strategies to e-commerce, what she's looking for in award-winning work, and why effectiveness awards are important.

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

Ronit Caspi: I believe that Effectiveness competitions such as the AME Awards are significant as they establish a stage for acknowledging and commemorating extraordinary work in the realm of advertising and marketing. These awards, a true celebration of excellence, serve to push the boundaries of the industry. They not only stimulate innovation, creativity, and brilliance, but also advocate for effectiveness, thereby setting a higher benchmark for work in the industry.

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

Ronit Caspi: What I frequently observe as a consistent element in award-winning projects is the effortless blend of an innovative problem-solving approach and the capability to generate emotionally resonant creative materials. Furthermore, these works often possess a potent compelling narrative and a profound comprehension of the consumer's deepest needs.

AME Awards: How are emerging technologies such as augmented reality (AR), virtual reality (VR), and interactive content shaping the landscape of advertising effectiveness?

Ronit Caspi: Emerging technologies are increasingly playing a pivotal role in crafting immersive and engaging experiences for consumers, thereby amplifying effectiveness. They present limitless opportunities to captivate consumers and create personalized experiences that resonate with them. Moreover, these technologies furnish quantifiable data that can be utilized to optimize and improve effectiveness, enabling a more targeted and impactful approach to consumer engagement.

AME Awards:  How have brands adapted their advertising strategies to capitalize on the growing trend of e-commerce and direct-to-consumer models?

The transformation that I find most compelling revolves around how e-commerce, especially in the realm of social media, has revolutionized the business ecosystem. This shift has created spaces for small businesses to thrive, altering the landscape in profound ways.

This shift in the ecosystem has not only allowed smaller players to make their mark but also prompted significant changes in how big brands interact with their consumers.

In essence, the rise of e-commerce, particularly through social media, has democratized the business landscape, giving room for small businesses to flourish while compelling big brands to rethink their engagement strategies. It's a fascinating transformation that continues to evolve and shape the way businesses operate.