AME's Grand Jury represents some of the world’s most creative and strategic minds in advertising and marketing communications, these thought-leaders are recognized as award-winners who deliver distinctive and effective results for global brands.Their high standard of excellence ensures that AME’s 29-year legacy is upheld and respected globally both by winners and industry reports measuring creative distinction.

“The lack of efficiency in work is the same as doing nothing” Dissara Udomdej, CCO, Yell International Thailand

2023 AME Grand Jury member Dissara Udomdej is Chief Creative Officer and Founder of Yell International. He brings almost 20 years of experience to AME's jury panels. Ohm Dissara  has made numerous contributions to the advertising industry. He served as a judge, speaker, and mentor both locally and internationally. He founded the First Thai Agency's network in ASEAN under the name Yell International, which is based in Singapore and works on a regional scale in Shanghai and Kuala Lumpur.

Keep reading to find out Dissara's perpective on future forward trends, what he recognizes in standout creative effective work, and effective strategies.

AME Awards: What future forward trends and innovations are brands embracing for 2023?     

Dissara Udomdej: Generative AI is not a buzzword. It's realistic, yet it works! Various generative AI use cases showed clear evidence of mass adoption.

AME Awards: Are brands utilizing interactive content marketing?  What type of strategies are most successful and why?

Dissara Udomdej: That is a mindset, not a strategy, in my opinion. We can design a variety of strategies to test and learn in order to identify the best formula for the brand. Embracing the growth mindset in businesses, on the other hand, is more important for the brand to open the door!
 

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

Dissara Udomdej: The most important attribute is practicality. Our perspective of view is focused on efficiency. Work that has been recognized should be based on a practical issue, a reasonable ROI, and proven results.

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

Dissara Udomdej: Anything will improve if you can measure it. That is why competitions for effectiveness are important. Contributions that can improve business effectiveness should be recognized.