INTRODUCTION

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 behind many of AME’s award-winning entries.

AME’s Grand Jury is the powerhouse behind the prestigious AME Awards, their high standard of excellence ensures that AME’s 25-year legacy is upheld and respected globally both by winners and industry reports measuring creative distinction. Their dedication result in truly award-worthy work being recognized.

2019 Grand Jury member Tina Do is Head of Media & Digital integration at Nestle Vietnam. She brings 16 years as Strategic Planning Director to the jury panel. She’s worked at both local and international agencies based at different locations such as London, Singapore, Seoul. Currently at Nestle Vietnam, she supports strong brands such as Milo, Maggi, Nescafe. With her diverse expertise and passion, Tina is also acting as Strategic consultant – Supporter of CSR Universal as well as permanent lecturer at Vietnammarcom Institute.

 In the interview below Tina shares her insights on the creative process, what award-winning work has in common, the philosophy she lives and works by and more. 

INTERVIEW

AME Awards: AME’s winners and entrants are behind some of the most innovative leading-edge creative work on the planet that delivers the most impactful result. Tell us about your process of creating and delivering creative and effective results. Are your ideas inspired or do they come together as the result of a collective brainstorming session with your team?

Tina Do: Our creative process is mostly by combining between these 2 ways. First of all, we are inspired by consumers, we pick up consumers' trend, tension, technology repertoire as the considered factors for our idea. Then a brainstorming session which involves different agency partners such as creative agency, technology agency and media agency to come up with an innovation idea.  

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

Tina Do: Effective advertising is the ad that not only deliver business objectives but should positively influence consumer's attitude and behaviour and evoke consumer's action that can contribute to enhancing quality of life, resulting in, delivering Brand purposes.  

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

Tina Do: it is a motivation for creative people to continuously chase the best of creativity. it is also the most credible playground to learn and be inspired by professional works.   

AME Awards: Why did you agree to participate on this year’s AME Grand Jury and What do you hope to learn by viewing entries into this competition?

Tina Do: As the professional aspect - participating in such a credible award can support to build my credibility and reputation. As for the participate aspect - I would keen on to contribute my knowledge, my expertise, provide valuable feedback to entrants.  

AME Awards: What is one secret of your success that no one knows about you (till now)?

Tina Do: My secret to success is never giving up and when it reaches the stretch limitation, knowing how to stop. 

AME Awards: What philosophy or iconic individual inspires you in both your career and life? 

Tina Do: Philosophy: Keep walking and you will soon reach your destination.