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Silvia Paes, Strategy Director, BETC HAVAS
Jury-Interviews

2022 AME Grand Jury Perspective: Silvia Paes, Strategy Director BETC HAVAS Brazil

Grand Jury member Silvia Paes is an award-winning strategic leader of creative and global accounts for BETC-HAVAS Brazil. Silvia has worked at such agencies as WT, Africa, Wieden + Kennedy & DM9 and has worked with prominent global and national brands including Amstel, C&A, Netflix, Reckitt Benckiser, Petrópolis Group, Mondelez, Natura and JDE.

New York, NY | February 18, 2022

The 2022 AME Grand Jury of CMO's, CEO's CCO's Strategy Directors, Managing Directors, Chairman, social media experts and other prominent executives are some of the world’s most respected creative and strategic minds in advertising and marketing communications. They are recognized for delivering ground-breaking results-driven campaigns for international brands and bring innovation, industry expertise, and a 360-degree global perspective to the judging panel.

Grand Jury member Silvia Paes is an award-winning strategic leader of creative and global accounts for BETC-HAVAS Brazil. She started in business consulting in 2001 and migrated to advertising agencies in 2005 and has been acting as a strategist since that time. Silvia has worked at such  agencies as WT, Africa, Wieden + Kennedy & DM9 and has worked with prominent global and national brands including Amstel, C&A, Netflix, Reckitt Benckiser, Petrópolis Group, Mondelez, Natura and JDE.

In the interview below Silvie shares the stand out attributes prevalent in award winning work, the evolution of brand positioning, innovations changing the way brands engage and more. 

AME Awards: What stand-out attributes do you recognize in award-winning creative effective advertising?
Silvia Paes: Creative & real projects that cause social and cultural transformations but also bring real results for brands&companies.

AME Awards: Speak to the evolution of brand positioning, values, and tone of voice during the past few years.

Silvia Paes: In the past Brands needed to be perfect and now Brands need to be real.

AME Awards: How has brand messaging evolved and succeeded these past few years?

Silvia Paes: We are evolving into real connections. Brands without people’s perspective are loosing relevance and its messages follows that.

AME Awards: What innovations are changing the way agencies engage consumers on behalf of brands?

Silvia Paes: Agencies need to act almost as behavioral trends satellites. Pretty plastic campaigns with brand strong messages are not enough for real people in 2022.