We had the joy of interviewing Jake Avdiev, Head of Consumer Marketing & Strategy for Amazon Grocery at Amazon, one of our fantastic members of the jury for our Festival of Media North America Awards 2025. We asked Jake to share his favourite campaign of the year, what makes a campaign truly award-winning, advice for entrants, the changes he would like to see in the industry, and the trends shaping media right now.
What is your favourite media campaign of the last 12 months and why?
Liquid Death’s “Safe for Work” campaign is brilliant because it hijacks the look and feel of a beer ad to clarify that its product is just water and tea, making it instantly disruptive, memorable, and shareable. It also expanded the brand’s reach to a mainstream Super Bowl audience while staying true to its irreverent and rebellious DNA.
What, in your opinion, separates a good campaign from an award-winning campaign?
A good campaign effectively delivers its message and achieves business goals (awareness, engagement, sales). An award-winning campaign not only does that, but also breaks creative boundaries, surprises the audience, and sparks cultural conversation while leaving a lasting impact that resonates far beyond the initial media buy.
What advice would you give to agencies or brands submitting campaigns into The Festival of Media North America Awards programmes?
When submitting, clearly frame the challenge, insight, and strategy, then connect it to bold creative execution and measurable impact. Entries that are innovative, culturally resonant, and backed by strong results tend to do well.
What one thing would you like to see change in the industry over the next 12 months?
I’d like to see the industry shift from chasing short-term metrics to prioritizing long-term brand building. Campaigns that not only drive immediate performance but also create lasting impact and build brand equity.
What emerging trends or innovations have you observed in media campaigns this year?
I’ve seen the use of AI to power hyper-personalized content at scale, the expansion of shoppable and interactive formats across streaming and social platforms, and a strategic pivot toward leveraging retail media networks and creators for deeper engagement and measurable conversion.
