AME's powerhouse Grand Jury are known for their global reputation as award-winning creative innovators. They are consistently honored for their ability as creative and strategic leaders to deliver distinctive and effective results for global brands on behalf of their agency.Their high standard of excellence ensures that AME’s legacy is upheld and respected globally both by winners and industry reports measuring creative distinction.

Dissara Udomdej is a visionary in the advertising world, redefining the industry with bold innovation and inspiring creative leadership. As CCO  of Yell Advertising, his ability to think without limits has transformed storytelling and elevated brand-building on a global scale.

As the founder of Yell, Thailand’s first agency network, Dissara’s journey began in Bangkok with a daring vision to disrupt the norms. Under his guidance, Yell expanded to Singapore, established a stronghold in Shanghai, and most recently, brought its creative energy to Hong Kong. This growing network is a testament to his knack for blending cultural nuances with impactful strategies that resonate across markets.

AME Awards: From your perspective as a creative strategist, what standout qualities define award-winning, effective advertising today? 

Dissara Udomdej : ROI should play a more important role nowadays because, as creative enablers, we help brands achieve their goals. We should act as stakeholders who genuinely care about our clients’ ROI. Effective advertising isn’t just about increasing the top line—it should also make sense for the client’s bottom line

AME Awards: Why are effectiveness competitions like the AME Awards essential for measuring impact and industry growth?  

Dissara Udomdej: We can’t deny that we are part of the bigger picture in business. Effectiveness competitions serve as indicators that help people understand the real impact of the advertising industry

AME Awards: With the rise of e-commerce and direct-to-consumer channels, how are brands reshaping their advertising strategies to reach consumers directly? 

Dissara Udomdej: I have worked in the Chinese market, which is highly competitive in the e-commerce industry. Platforms dominate and set the direction to follow, but I believe that creative ideas and branding can help a brand stand out—not just by following algorithms. I see growth hacking strategies as a key approach to improving ROI.

AME Awards: What challenges do brands face in maintaining effectiveness across diverse global markets, and how do you approach creating strategies that resonate across different cultures?

Dissara Udomdej: Technology helps us understand the macro picture of consumers in each market while also addressing user behavior in micro-moments. However, I believe the human-in-the-loop approach remains crucial, especially when considering cultural differences, the environments people live in, and the places where they grow up and spend their lives.