The AME Awards, honoring the world’s best advertising & marketing effectiveness, recruits its powerhouse jury from around the globe. The AME Awards honors not just campaigns that are creative, but campaigns that hit the bullseye for brands, triumphing in both creativity and effectiveness and AME’s Grand Jury are the genius minds associated with many of AME’s award-winning entries.
2020 AME Grand Jury member Anastasia Boykova brings more than10 years planning experience to the jury panel. She began her career at McCann Erickson, where she was mostly responsible for Nestle Purina brands, and from a communication point of view she successfully managed Friskies, Felix and Gourmet in one portfolio. In 2013 she joined the strategic department of Havas and became a trusted lead on two of key accounts: Reckitt Benckiser and Sandoz.
Anastasia is currently Strategic Planning Director at Serviceplan Russia. She is proud to be responsible for client winning strategies and proud to enjoy the trust and love of the creative teams.
AME Awards: Tell us about your process of creating and delivering effective results.
Anastasia Boykova: Make rules, then break them – that’s my motto. I mean there is no universal template. Every project has its own specific so to create successful campaigns you need to find new tools, approaches and solutions every time you have a new brief.
AME Awards: As a strategic creative, what do ads that have taken the brief and turned it into campaign that transforms opinions, evokes action and raises the bar for the brand have in common?
Anastasia Boykova: I strongly believe that campaigns are most successful when they provoke emotions. All good campaigns cause me to raise an eyebrow, smile, or feel fear. It’s obvious but good campaigns never leave you indifferent.
AME Awards: What makes you share you time and energy to participate on the AME Grand Jury and what do you hope to learn?
Anastasia Boykova: Being a part of the Grand Jury team, I want to collect benchmarks, I want to add some more good examples to my library. In fact, I believe that to be a good strategist you need to be a sponge, absorbing as much as you can.
AME Awards: Any advice for entrants? Will you share your tips for entry success?
Anastasia Boykova: Be honest with yourself, your client and members of the jury, telling the truth is the best strategy.