AME's Grand Jury members are known internationally for award-winning work that is both ground-breaking and extraordinarily effective, 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.

2025 Grand Jury member Venia Koronidi is a strategist who sees beyond the numbers—she sees the people.

As Head of Strategy at McCann Worldgroup Athens, she has built a career on uncovering human truths and turning them into creative fuel for brands. Her passion lies in decoding what truly moves people, shaping strategies that don’t just meet business objectives but spark real change.

With the ability to balance analytical rigor with emotional depth, Venia transforms data into narratives that connect, inspire, and drive impact. For her, effectiveness isn’t just about results—it’s about the moments that make people feel, think, and act differently.

In the interview below Venia shares the role that storytelling plays in the effectiveness of a campaign, does a deep-dive into 2025 trends in the industry, and discusses what standout qualities define award winning work.

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

Venia Koronidi: Effectiveness is ultimately a human pursuit. For a campaign to drive real impact, it must move people—to think, feel, or act differently. Award-winning, effective advertising today is defined by its ability to strike a balance between strategic precision and creative resonance. It is insight-driven, rooted in a deep understanding of human behavior, and aligned with both brand purpose and business objectives. Beyond creativity, effectiveness demands relevance—it must speak to a cultural or consumer truth while demonstrating measurable impact. The most successful campaigns are those that not only generate attention but also create meaningful change, whether in perception, behavior, or market performance.

AME Awards: In your experience, what role does storytelling play in the effectiveness of a campaign? Are there elements of narrative or structure that make campaigns especially memorable or impactful?

Venia Koronidi: Storytelling is the bridge between strategy and human connection—it transforms data and insights into narratives that resonate. A campaign can have the most robust strategic framework, but without a compelling story, it risks failing to engage its audience. Effective storytelling taps into a human pain point or opportunity, capturing the realities, emotions, and aspirations of its audience. It simplifies complexity, creates relatability, and builds an emotional connection that drives action. Authenticity, cultural relevance, and emotional depth are critical elements that elevate storytelling from mere communication to meaningful engagement.

AME Awards: What future-forward trends and innovations will we see brands adopt for 2025?

Venia Koronidi: In 2025, brands will need to align with shifting consumer expectations and societal / behavioral shifts.

Combating Loneliness: rebuilding real connections
As digital interactions increasingly replace in-person engagement, loneliness has become a growing societal issue. To add to that social media, once designed to connect people, has shifted towards passive content consumption, stripping away its social essence. People are engaging less in meaningful conversations and more in scrolling through endless feeds, deepening their sense of isolation. Consumers are in need for genuine human connection, creating an opportunity for brands to foster real-world interactions. Whether through community-driven initiatives, shared experiences, or platforms that encourage authentic engagement, companies that address this need will build stronger emotional ties with their audiences

The Compassion Economy: empathy as a business driver
In a world increasingly marked by division, stress, and digital detachment, kindness is emerging as a competitive advantage. Consumers are gravitating toward brands that demonstrate empathy, foster inclusivity, and support well-being. Whether it’s mental health initiatives, ethical business practices, or community-driven campaigns, companies will be expected to integrate emotional intelligence into their brand DNA.

Nature as a Healer: the next wellness frontier
With rising digital fatigue and growing concerns over mental health, nature will become an essential part of consumer well-being strategies. People are seeking real-world disconnection through outdoor experiences, biophilic design, and natural escapism. Expect brands to integrate this into their offerings, whether through nature-inspired product innovations, wellness-driven experiences, or sustainability-led storytelling. Industries will need to reframe their connection with the environment not just as a responsibility, but as a consumer demand.

Underconsumption: the shift from excess to intentionality
Consumers are rejecting overconsumption in favor of mindful, purpose-driven purchasing. This doesn’t mean people are buying less just for the sake of it; rather, they are prioritizing products and services that add real value to their lives. Brands will need to embrace circular design, repairability, and longevity to stay relevant. The rise of “de-influencing” and slow consumption means that companies must offer meaningful, high-quality experiences rather than just pushing more products into the market.

As these human needs/ trends evolve, brands that prioritize authenticity, human connection, and long-term value over short-term gains will lead the way in 2025.