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“Our industry is all about being effective.” Creativity matters—but results are everything. As part of the 2025 AME Grand Jury, Filippo Mutani, Chief Strategy Officer at Leagas Delaney Milan (Italy), shares why effectiveness is at the heart of truly great advertising.

Neil Dawson, Global CSO at VML, lends his strategic expertise to AME’s Grand Jury and our new interview series, Strategy Icons. youtu.be/7EL2m4JvwAI

Jasmine Dadlani, Chief Strategy Officer at McKinney joins AME’s Strategy Icons series to share her perspective on the forces driving strategic effectiveness today. youtu.be/GmNT5ORZx7g

In a world overflowing with visuals, sound is quietly becoming branding’s loudest asset. We asked our NYF Grand Jury how sound is shaping the future of branding. ameawards.com/media/Interior…

“The most effective sonic identities end up being not just for recognition but for response or reminder of experience, e.g. McDonald's jingle or Emirates Airlines.” ameawards.com/media/Interior…

AME’s Grand Jury members are recognized for their ability to identify both creative excellence and marketing effectiveness. As award-winning strategic leaders, they’re known for delivering results-driven work that engages consumers while driving brand awareness and growth.

Creative brilliance is only half the equation. Effectiveness, and the ability to prove it, is what turns great ideas into real results. At AME, our Grand Jury recognizes the work that doesn’t just make noise, it moves the needle.

At the AME Awards, we celebrate campaigns that don’t just reach global audiences, they connect with them. As brands strive to balance global consistency with local authenticity, cultural nuance and human truth are more essential than ever.

"As you move from one market to the other, buying habits, media consumption, and brand perceptions differ across markets." -Anietie Udoh

What defines award-winning, effective work today? We asked our Grand Jury Member, Maria Gabriela Surkin. "There is a certain level of pleasure in finding discomfort in the unknown. Ingenious and out-of-the-box campaigns are the most memorable and successful creative work..."

“Award winning advertising today should be relevant, resonant, and ultimately results driven. It reflects a deep understanding of audience mindset cultural context, and platform behavior, meeting people where they are with ideas that feel both timely and timeless" Amanda Blackman

You asked for more time, and we delivered. The final deadline to enter the 2025 AME Awards is now Monday, June 30. There's still time to put the finishing touches on your case video and wrap up your most effective campaign.

"I instantly said yes to the AME WE Champion initiative because I've seen what happens when women are supported — in rooms, in roles, in stories. We create better ideas, better work, and a better industry."— Nadine Müller-Eckel

“The hallmark of award-winning advertising today lies in its ability to connect authentically with audiences, foster trust through ethical and balanced communication, and deliver measurable, impactful results.” — John Matthew

What separates a good campaign from an award-winning one? Our Grand Jury is ready to find out. Anna Bollinger of BMF says: "The best campaigns aren't just ads. They're Long Ideas—platforms that evolve, build trust, and become cultural assets."

What makes a campaign unforgettable? 2025 AME Grand Jury member Rohit Arora says: "The most effective campaigns feel inevitable—like they’ve unlocked something that was waiting to be said."

Final call! 🕒 AME’s entry portal closes today, July 10. As AME Grand Jury member Chloe Fair put it: “The challenge for marketers isn’t just generating creative ideas—it’s engaging consumers across multiple touchpoints in ways that drive real business results.”

AME's world-class Grand Jury is now set to evaluate entries and spotlight the most innovative and effective campaigns from around the globe, as they determine the 2025 Shortlist.

This year's most innovative and effective campaigns have been selected by the 2025 AME Greater China Executive Jury.

We're thrilled to unveil the 2025 AME Awards Shortlist! ameawards.com