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From Momentum to Condé Nast: meet the jury for The Drum Awards for Experience 2020

Aaron Raybe, UK director of experiential and live events, Momentum Worldwide, is on this year’s awards jury.

Celebrating the last year in events, the jury for The Drum Awards for Experience has been revealed.

Experiences are one of the most effective ways in which brands can engage with their audiences and drive brand sentiment. 2020 has been a difficult year for the sector with events cancelled globally and driven online. That doesn’t mean we can’t celebrate the best of the past 12 months, to give those who are behind the scenes the chance to take centre stage and be celebrated for a job well done.

Each year, we rally a jury of accomplished experts across advertising and marketing to judge the awards.

Coming from the UK, US and Singapore this year’s jury includes industry leaders from likes of Cake Havas, Geometry, Imagination, Santander UK, Momentum Worldwide, Secret Cinema, British Fashion Council, Mondelez , Elevate Staffing Group, Vice Media Group, Condé Nast, VCCP Singapore, Rebel & Soul and more.

The deadline for the awards is Friday 18 September. Make sure you submit your work for a chance to be recognised on a global stage.

Check out a rundown of our judges below:

Andy Dougan
Geometry Global
Andy Dougan
global business partner and head of experiential
Just as the experience sector had secured a place at the high table, given how quickly people have adapted to the concept of lock down and a restriction on how our sector is going to be able to function for the forseable future as we approach the new normal, we are being challenged as to the future of events and experiences,. However rather than see this as a barrier, its important to recognise just how important and inbuilt into our DNA, the need for experiences are and in particular, shared experiences. The need is still very much there and therefore the opportunity to connect with people, consumers, audiences and guests not just through what we say or do but how we make them feel, is huge. The Drum continues to be a champion of creativity and innovation within the experience sector and it is these very aspects that will ensure that together we thrive as an industry. This year, I will be particularly looking for entries that demonstrate a rich combination of data led insight, innovation and inspirational creativity to deliver a powerful idea rooted in a truly people first experience. Our sector is undergoing rapid transformation, from live to virtual to hybrid. This is the year of Reimagining experiential.
This year, I will be particularly looking for entries that demonstrate a rich combination of data led insight, innovation and inspirational creativity to deliver a powerful idea rooted in a truly people first experience. Our sector is undergoing rapid transformation, from live to virtual to hybrid. This is the year of reimagining experiential.
Aaron Raybe
Momentum Worldwide
Aaron Raybe
UK director of experiential and live events
Raybe launched Destiny’s Child and Def Jam in the UK and has over 15 years’ experience in the UK, USA and Europe. He works across clients including American Express, SAP, Imperial and Microsoft across conferences, exhibitions, experiential and live events. Prior to joining Momentum he led the production team at Secret Cinema, building brand experiences across multiple film franchises. Passionate about growing the next generation of BAME professionals, Raybe is an active mentor in this community.
I’m looking for experiences that have the highest production values, the smartest deployment of technology, the best use of social media for amplification and the ability to extend the reach and the lifecycle beyond the live activation days. But most of all, experiences that have exceeded the clients’ KPIs and expectations.
Baris Gencel
Independent
Baris Gencel
creative director and business partner to agencies and clients
Gencel has been doing consultancy with brands such as Huawei, Burger King, Secoo, Coca Cola. Besides consultancy he also work with experiential and event agencies as a creative director as he named Guru of Experiences. After he left his role at Ogilvy & Mather Shanghai, Gencel had been working with WPP network remotely and started to more on focus on brand experiences, brand activations and events before he joined Fosun China as in-house creative director to lead Fosun’s retail and fashion businesses.
I think good work means brilliantly simple, original, compelling for the category it is in, and inspires others to achieve more. But as a judge, it’s the work that makes the hair on the back of my neck stand up — and perhaps inspires a little creative envy — that really stands out.
Katherine Tooley
Vice Media Group
Katherine Tooley
senior vice president, experiential
Tooley is the senior vice president, experiential for Vice Media Group, the world’s largest independent youth media company, overseeing their live events and experiential marketing division. Katherine joined Vice Media Group in 2019 as senior vice-president, Experiential for Refinery29, focusing on the expansion of their award-winning 29Rooms as well as the continued growth of their experiential co-branded content and white label business. As of January 2020, her position has expanded to oversee all of Vice Media Group’s experiential marketing and live events offering. Katherine leads the experiential creative, design and production teams for Vice Media Group’s partnership work, as well as the development of their own branded events and experiences.
I’m excited to see the international work and the depth of expertise and innovation around experiential marketing. Really looking forward to seeing how these teams use a combination of creativity, design, fabrication, production and digital/social media to bring brands into people’s physical life. Physical interaction and experiential marketing is going to be more important than ever in the future so we need to continue to celebrate and showcase these innovators.
Andy Sexton
2LK
Andy Sexton
creative director
As a partner and executive creative director at global brand experience agency 2LK, Sexton’s vision has been key to long-term success, shaping their award-winning work for clients like TikTok, Canon, Intel and HSBC. Driven by a passion for design effectiveness, the business was founded around the mantra ‘Effective Experiential’. In addition to speaking at events, lecturing at universities and writing for various industry publications, Andy also supports the Design Business Association as part of their mentor scheme.
Great experiential delivers transformative moments that foster community, amplify culture and accelerate creativity. 2020 has been such a major inflection point for clients, agencies and individuals within the field of brand experience. There’s never been a better time to come together to remember, recognise, celebrate and inspire. As with work in our own studio, I’ll be looking for entries with standout ideas that intuitively connect us: to each other, to a story, to a cause and to a belief.
Debbie Kaplan
Stadiumred Group
Debbie Kaplan
chief strategy officer
As chief strategy officer at Stadiumred, Kaplan focuses on delivering innovative omnichannel solutions to clients around the world, while looking to find synergies across Stadiumred Group’s portfolio of agencies to ensure strong results for clients. Prior to joining the company, she served as head of experiential marketing at WPP’s Geometry NA (formerly OgilvyAction) where she was a cross functional and an integrated marketing leader for some of the most recognizable brands and companies in the world, including Jim Beam, E&J Gallo Winery, and American Airlines. Kaplan also led the Global Experiential leadership community.
As 2020 has been a very bizarre and challenging year, I’m looking forward to taking a walk down memory lane and seeing the great work from when we were able to do live activations as well as seeing how creative agencies and brands got when faced with new objectives to provide engaging, impactful digital experiences. I’m excited to see solutions we haven’t seen before that used unique technologies and tactics to create two-way dialogue and connect on an emotional level to inspire action or behavior change.
Andrew Hook
VCCP Singapore
Andrew Hook
executive creative director
Hailing from Auckland, New Zealand, Hook first plied his trade in Middle Earth, working at boutique shop Generator for five years. Then in 2005, restlessness took hold of him, so he packed his bags and set sail for Singapore. Hook first landed at the venerable Batey Ads. He was promoted to executive creative director of Batey at age 32, and managed the global relaunch of Qatar Airways out of the Singapore office. He then joined DDB in 2010 as creative lead for the Health Promotion Board (HPB). During his tenure, HPB was voted Marketer of the Year, and picked up multiple golds at both the Effies and regional Appies. In mid-2014, Hook took over the reins at Havas Singapore, and was appointed chief creative officer in early 2017. During his tenure, his team’s work was recognised at a wide variety of shows, including Cannes, Spikes, One Show, D&AD, New York Festivals, and the Effies. The agency also picked up metal at the Campaign Agency of the Year Awards in back-to-back years. He was appointed regional executive creative director of VCCP Singapore in April 2019.
This year the notion of ‘experience’ has taken on a whole new meaning for us all. We’re experiencing a set of circumstances none of us could have ever anticipated. But times of crisis and upheaval often bring out the very best in creativity. I’m looking forward to seeing some inspiring thinking from around the world – to see how brands are creating experiences that genuinely connect with their customers under this unique set of constraints
Mimi Poskitt
Secret Cinema
Mimi Poskitt
senior producer
Poskitt is the senior producer at Secret Cinema. She joined the company in 2019. Prior to this she held senior roles at the Lyric Hammersmith and Leeds Playhouse. She collaborated with Marshmallow Laser Feast on Oceans of Air At the Sacchi Gallery. As the founder and artistic director of Look Left Look Right. Her directing credits in theatre include work at the Royal Court, Roundhouse, Covent Garden, Coney and the Old Vic New Voices. In addition, her work has toured across the UK and worldwide including Sri Lanka, Australia and Nigeria. As an assistant producer for ITV and the BBC, she won a Royal Television Society Award for a documentary about 9/11 and was nominated for The Hospital Club’s h.Club 100.
I’m super excited to be on the panel of The Drum Award, this year has seen the creative events industry’s show how versatile and dynamic they can be. Events are about bringing people together to celebrate, its about creating connection. At a time where all of our normals changing we have seen brilliant creative lead ideas coming to the fore. I’m looking forward to seeing all the entries and being part of this excellent panel!

A full list of the 2020 jury can be found here.

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