The 2025 AME Grand Jury includes visionary leaders renowned for creating influential, results-oriented campaigns for leading brands worldwide.This diverse jury coming from top-tier agencies around the globe and represent some of the most recognized creative and strategic trailblazers in the industry.Their dedication to driving impactful, innovative work not only sets the standard for excellence but also inspires future generations of marketers and advertisers.
Alena Astravukh is Chief Marketing Officer at Elemup,an industry leader in digital solutions. She brings more than a decade in strategic marketing to the AME Grand Jurypanel. Prior to joining Elemup, she held senior positions at Vention, where she orchestrated award-winning, cross-channel marketing programs spanning multiple continents. Alena’s passion for collaboration, combined with her deep understanding of analytics and creative storytelling, has made her a go-to authority for market expansions and brand-building initiatives.
Under her leadership, teams of 20+ specialists have successfully launched new platforms, captured untapped audiences, and managed multimillion-dollar budgets with precision.
In the interview below Alena shares her pespective on audio branding, the role storytelling plays in effectiveness, her thoughts on future forward trends and more.
AME Awards: Why are effectiveness competitions like the AME Awards essential for measuring impact and industry growth?
Alena Astravukh: These competitions raise the bar for the entire industry. By spotlighting the campaigns that deliver tangible results, they challenge marketers to think beyond aesthetics and focus on what truly matters—shifting consumer behavior and moving the needle for brands. When we celebrate campaigns that both surprise and deliver real outcomes, we inspire better work across the board. It’s also a powerful feedback loop: brands learn which tactics are resonating worldwide, and that collective insight shapes future innovation.
AME Awards: How do you see purpose-driven advertising evolving in terms of effectiveness? What are some strategies brands are using to resonate with consumers?
Alena Astravukh: Purpose-driven advertising is evolving from mere statements of intent to full-fledged business models. Consumers are doing their homework, and they can spot a “values wash” campaign from a mile away. Effective purpose-driven ads showcase actual commitments—like transparent supply chains or quantifiable environmental goals—and invite customers to be part of the journey. Brands that turn purpose into action are the ones connecting on a deeper level and building long-lasting loyalty.
AME Awards: With audio branding gaining traction, how are brands leveraging sound to build identity and connect emotionally with audiences? Are there standout examples of campaigns that used audio effectively to reinforce brand recall and impact?
Alena Astravukh: Audio branding has evolved beyond familiar jingles or quick sound bites from streaming giants—it’s about establishing a cohesive sonic identity across every brand touchpoint. Netflix’s “ta-dum” is a perfect example of how a few seconds of audio can immediately signal brand presence, but the real opportunity lies in consistency. Think: the music that greets you when you walk into a retail store, the on-hold tune that plays while customers call support, or the subtle ambient sound in a brand’s waiting area.
When these audio cues consistently reflect the brand’s values—whether it’s warmth, innovation, or excitement—they create a subconscious emotional bond that’s tough to replicate with visuals alone. We’ve seen retailers experiment with atmospheric in-store soundscapes to influence shopping patterns, and phone support lines that use custom music to turn a wait into a mini brand experience. All these touchpoints drive recall and reinforce the overall brand story. A great audio strategy is less about a single iconic note and more about weaving a sonic thread through every possible consumer interaction.
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?
Storytelling is the beating heart of any truly effective campaign. It transforms a simple message into something personal and relatable—because people connect with stories, not just product pitches. The most memorable ads usually have a clear narrative arc: a challenge or conflict, a turning point, and a resolution that taps into the brand’s values. But it’s not all about grand cinematic tales; brevity can be just as powerful. A concise story that resonates emotionally can leave a deep impression, especially when backed by strategic placement and data-driven insights. The bottom line? If your story makes viewers feel something, they’re more likely to take action.
AME Awards: What future-forward trends and innovations will we see brands adopt for 2025?
Alena Astravukh: Looking ahead, brands will lean heavily into immersive experiences—AI-driven personalization, virtual storefronts, and real-time interactive content. Sustainability will remain front and center, with more transparent reporting on environmental and social initiatives. We’ll also see an uptick in direct-to-avatar marketing in virtual environments, merging gaming culture with branded experiences. The key is to fuse cutting-edge tech with genuine human insights; that combo creates campaigns that feel both futuristic and authentic.