We interviewed Valerie Phang, Marketing Lead APAC at Digital Turbine Inc, a judge for the Festival of Media APAC Awards 2025, to uncover her thoughts on what makes an award-winning campaign. Valerie shares valuable insights into current and future industry trends, the type of work she hopes to see this year, and her top advice for 2025 award applicants. Here is what she had to say…
What is your favourite media campaign of the last 12 months and why?
“My favourite media campaign is Grab’s #WomenWelcome campaign. Having visited Thailand several times, I’ve noticed the growing number of female Grab drivers over the years. This campaign effectively highlights Grab’s commitment to supporting and empowering these women in the workforce.“
What, in your opinion, separates a good campaign from an award-winning campaign?
“A successful campaign not only meets its business objectives but also exceeds industry benchmarks, achieved through careful optimization and strategic planning.
An award-winning campaign needs that element of surprise to grab attention. It’s the creative strategy, messaging, and the big idea behind the campaign that elevate it from being good to truly standout and award-worthy.“
What advice would you give to agencies or brands submitting campaigns into The Festival of Media APAC Awards programmes?
“Be bold with your campaigns and don’t hesitate to share all relevant results—business impact, awareness, attention, and sentiment. In APAC, where we’re early adopters of technology, the focus is now on AI and emerging technologies. The question is: how can we leverage AI to enhance our campaigns and drive even better results?“
What one thing would you like to see change in the industry over the next 12 months?
“Agencies and technology vendors must collaborate more closely to deliver a seamless experience across platforms and effectively measure campaign success.”
What emerging trends or innovations have you observed in media campaigns this year?
“Many campaigns and agencies are exploring AI, but its integration varies across different levels. The million-dollar question is: how can we leverage AI to create effective, efficient campaigns without stifling creativity?“
Now is your chance to stand out and become the industry’s finest, you can enter our Festival of Media APAC Awards 2025 here.
