This year we are proud to introduce our Awards Ambassador Programme for the Festival of Media Awards bringing together a select group of former judges who already have first-hand experience of the judging process and a deep connection to the wider Festival of Media community.
Our Ambassadors will play a key role in championing the Festival of Media Awards portfolio by sharing their insights, supporting new judges, and ensuring continuity, consistency, and expertise throughout the process.
As part of this initiative, we spoke with Daniela Ruiz, Associate Manager, Global Equity Management at SC Johnson – and one of our first Awards Ambassadors for the Festival of Media Latin America Awards programme – to learn more about her experience and perspectives on being a judge.
What made you want to become a Festival of Media Awards Ambassador?
What truly drew me in was the opportunity to be closer to the work that is shaping our industry globally. The Festival of Media is not just about celebrating creativity; it’s about recognizing ideas that move people and, in many cases, push society forward. Having experienced the judging process firsthand, I’ve seen the level of thinking, resilience, and passion behind each campaign. Becoming an ambassador felt like a natural extension of that journey—championing great work, encouraging others to participate, and continuing to learn from the extraordinary talent across markets.
How did you find the judging experience last year?
It was incredibly inspiring. You’re exposed to such a diversity of ideas, cultural contexts, and creative approaches that it really expands your perspective. What stood out to me most was not just the creativity itself, but the depth of thinking behind it; the clarity of the insights and how they were transformed into meaningful narratives. It’s a very enriching experience that leaves you both energized and reflective about your own work.
Why did you agree to be on the jury for the Festival of Media Latin America Awards programme?
LatAM is a region full of cultural richness and complexity and I’ve always been passionate about how creativity shows up in these nuanced environments. Being part of the jury allowed me to contribute to elevating that work and ensuring it gets the recognition it deserves on a broader stage. It’s also a region where brands are increasingly using their voice to address real societal tensions, which I find incredibly meaningful.
What were you looking for from the submissions when you agreed to be a judge?
I was looking for that strong connection between a real human insight, cultural relevance, and the role the brand plays within it. For me, the most compelling work is grounded in truth, something the consumer genuinely feels or experiences, and then brought to life in a way that feels both innovative and authentic. I also look for ideas that go beyond execution and show clear intentionality in how they impact people.
What surprised you the most about the judging experience?
Probably not surprised, but amazed with the amount of depth behind each campaign. You often see the final product externally, but being a judge gives you visibility into the strategic thinking, the hurdles teams had to overcome, and the conviction it took to push certain ideas through. It really highlights the human effort and passion behind every great piece of work.
What did you think of the overall level of work submitted?
The level of work was incredibly high. It was inspiring to see how brands are pushing boundaries—not only creatively but also in how they engage with culture and society. There was a strong balance between purpose-driven campaigns and work that simply connected through great storytelling or humor. That diversity is what makes the industry so exciting.
What advice would you give to anyone thinking of entering this year’s awards programme?
Do it! Absolutely go for it. Submitting your work is one of the best ways to pressure test your thinking and learn. My advice would be to stay true to the original insight that sparked the idea and tell your story clearly and confidently. Set the context, build the narrative, and bring the judges along the journey. Even the best ideas need great storytelling to be fully understood and appreciated.
From your experience on the jury, what should entrants avoid doing with their submissions if they are hoping to win a trophy?
Avoid overcomplicating the story or losing sight of the core insight. Sometimes great work gets diluted because it’s not presented clearly. Also, don’t rely solely on execution without grounding it in a strong consumer or cultural truth—judges are looking for substance, not just surface-level creativity. Lack of clarity or weak storytelling can hold back even the strongest ideas.
How did you decide what work deserved to win a trophy?
It always came down to impact and connection. Does the idea resonate on a human level? Is it rooted in a real, meaningful insight? And does the brand play a credible and valuable role in that space? The winning work is usually the one that feels both creatively strong and strategically sound; where everything aligns seamlessly to create something memorable and meaningful.
What types of campaigns would you like to see in this year’s awards programme?
I’d love to see work that continues to push boundaries—ideas that are bold, insightful, and culturally relevant. Campaigns that make it easier for consumers to navigate the complex, hyper-stimulated world we live in, while creating genuine value in their lives. Whether it’s purpose-driven, functional, or purely entertaining, I’m always looking for work that creates a strong human connection and feels authentic to both the brand and the audience.
How would you rate the judging experience?
It’s an incredibly rewarding experience. It challenges your perspective, exposes you to new ways of thinking, and reconnects you with the power of creativity in our industry. Beyond evaluating work, it’s a learning journey that leaves you inspired and more conscious of the role we play as marketers. I would highly recommend it to anyone in the field.
For any questions related to marketing or Awards Ambassadors please contact- izzy.branson-hammond@festivalofmedia.com
For any questions related to judging or entering the Festival of Media Latin America Awards 2026 please contact- info@festivalofmedia.com
