In One Sentence:

Nida Haider, Managing Partner, IAL Saatchi & Saatchi

Effective marketing shouldn’t feel like marketing at all and it should move us to act in a certain way

Fahad Ashraf, GM Pakistan & Afghanistan, The Coca Cola Company

Effective advertising makes the consumer think ‘well, that makes sense’ and makes your competitors think ‘why didn’t I think of that

Farhan Khan, COO, Starcom

Creating “Meaningful Human Experiences” that lead to long-term brand and consumer relationships.

Farheen Salman, Board Director Foods & Refreshment, Unilever Pakistan

Effective marketing is making an imprint on a consumer’s mind and heart and impacting their buying behavior.

Lola Finney-Neves, Strategy Director, AMV BBDO

achievement of behavioural or business objectives, or, learning why the work didn’t achieve its behavioural or business objectives.

Lola Finney-Neves served on the Round 1 Jury for the 2018 Effie Awards UKcompetition.

Dominique Poncin, Head of Strategy, DDB Brussels

Effective marketing is about building a mutual relationship between commercial excellence and creative magic.

Dominique Poncin served as a jury member for the 2018 Effie Awards Belgiumcompetition.

Ajab Samrai, Chief Creative Officer (ASEAN), Ogilvy

It’s no accident that the better the core creative idea, the better the results. I believe creativity has the power of make every dollar spent punch above its weight.

Ajab Samrai served as a jury member for the 2018 APAC Effie Awards.

Raúl López-Guerra, Business Director, Y&R

As a strategy based on a strong insight that ignites great creativity and business results.

Raúl López-Guerra served as a jury member for the 2018 Effie Awards Perúcompetition.

Jonathan Akwue, EVP & Regional Client Lead, APAC, Publicis Groupe

Effective marketing is when someone tells you about an amazing book they just read; when you proudly display a brand’s logo on your clothes; when a search engine helps you find the right product before you finished asking the question; when a social network recommends the perfect restaurant based on you and your friend’s preferences. In short, the most effective marketing doesn’t feel like marketing. It feels personal, timely, relevant and valuable. Anything else is just noise.

Jonathan Akwue served on the Final Round jury for the 2018 Effie Awards UKcompetition.