#madstars2025

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Only 1 Week Left to Catch the Early Bird!

Time is running out.

Your idea could be the one to shine at MAD STARS 2025. Turn your creativity into change, Starting right now!

💡 Early Bird Entry Fees for Professional Division

🔹 Print Stars & 6 others - Single: $ 250 | Series: $ 350

🔹 Film Stars & 17 others - Single: $ 300 | Series: $ 400

✅ The General Public Division is Free Entry for Everyone!

���🏻Call for Entry

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⏱️15 Days Left - Early Bird Ends Soon!

📅 Only 15 Days Left Until the 1st Deadline – 9 May (KST)!

What brilliant new ideas will shine at MAD STARS 2025? Show us your creative solution that can change the world — starting now!

💡 Early Bird Entry Fees for Professional Division

🔹 Print Stars & 6 others - Single: $250 | Series: $350

🔹 Film Stars & 17 others - Single: $300 | Series: $400

✅ The General Public Division is Free Entry for Everyone!

👉🏻 https://bit.ly/3x4rjlZ

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New Stars MAD Competition 2025 – Registration in Progress!

Are you a rising professional with under 5 years of experience? Join NEW STARS and show the world what you’ve got!

💡 Who Can Apply? • Professionals with less than 5 years of experience in marketing, advertising, digital, video, ad tech, PR, and more • Individuals or teams of up to 2 people

📅 Application Deadline June 5, 2025 (KST)

📍 How to Apply Register via the official MAD STARS website

👉🏻 https://bit.ly/4afg7BD

🌍 Engage in real competition with rising global talent 🏆 Get evaluated by world-renowned creative leaders and gain exclusive insights

🚀 Ready to lead the future of the industry? Apply now and take the challenge!

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[JURY INTERVIEW] RESHAPE THE FUTURE OF ADVERTISING

The advertising industry is evolving at breakneck speed, and leading that transformation are creative innovators like Tres Colacion (ECD of Droga5 New York), who joins the MAD STARS 2025 final jury. As someone who has led creative work across four continents, he’s built a reputation for blending AI and creativity to shape the future of advertising.

Currently the ECD (Executive Creative Director) at Droga5 New York, Tres oversees major accounts such as Meta and The New York Times. Previously, he led WhatsApp campaigns at BBDO New York, guiding global efforts across Brazil, the United States, Germany, and India. He has also been the creative lead for Mars/Wrigley at Impact BBDO in Dubai and creative director at Grey Group in New York and Los Angeles.

In 2019, while working with Impact BBDO, Tres Colacion received the highest honor at the MAD STARS—the Grand Prix of the Year in the PSA (Public Service Advertising division)—for his contribution to ‘The Blank Edition’ campaign for An-Nahar.

<The Blank Edition> - Location: Lebanon - Brand: An-Nahar - Advertiser: An-Nahar - Agency: Impact BBDO

The Blank Edition was a bold and symbolic initiative by Lebanon’s leading daily newspaper, An-Nahar, aimed at raising awareness of the country's political paralysis and governmental inaction. The newspaper was published with every page completely blank—no headlines, no articles, no images—delivering a powerful message to both citizens and politicians: “Now is the time to fill these pages with your voices.”

Now returning as a MAD STARS Final juror, Tres shares his thoughts on creative excellence, the role of AI in advertising, and what future-facing creatives should focus on.

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Q. What will you be looking for in the work that you assess as a MAD STARS judge?

A. Work that makes me jealous, projects that get under your skin, leaving you thinking, “Why didn’t my team and I figure that out first?” And then there’s craft. Craft, for me, is the alchemy of care—where you pour every hour, every fight, every dollar into an idea that is just “good enough,” transforming it into something unforgettable.

I recently had the privilege of working with David Fincher and experienced his method of interrogating every minute detail for the sake of the final product on screen. It’s relentless, exhausting even, but my god, does it make a difference.

Q. The theme of MAD STARS 2025 is “AI-vertising, AI Advertising Marketing Era”. What is your view of AI’s role in advertising? Are you using it? If so, how?

A. I’m not exactly a cutting-edge technophile—technology intrigues me, but I prefer old furniture, things that smell good, and food. I won’t pretend I fully grasp AI in my head, I simply swap AI for a computer. My take? AI is the next tool in our arsenal, set to boost efficiency and expand what we can do—just as computers did back in the day. But more isn’t automatically better; it all depends on who’s behind the wheel. 

Q. Droga5 has a strong reputation for creativity. What three pieces of Droga5 work do you think stand out and why?

A.

<Still Free> - Location: United States - Brand: Ecko Unltd. - Advertiser: Marc Ecko Enterprises - Agency: Droga5

A viral campaign where a graffiti artist tags the presidential airplane Air Force One. So realistically executed that it stirred global debate about whether it was real or fake, the campaign became a cultural moment. It embodied rebellion, freedom, and the raw spirit of street culture—boldly imprinted on a new generation.

Tres Colacion - "That piece broke my brain. Everything about it. It broke all the rules—and it’s the greatest of all time in my book.”

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<Band of Brands> - Location: United States - Brand: Newcastle Brown Ale - Advertiser: Heineken USA - Agency: Droga5

What if Super Bowl ads were too expensive? Newcastle's answer was brilliant: co-create a single spot with 30+ other brands, featuring each logo and message within one collaborative ad. Not only did it save costs, but it also turned a marketing limitation into a conversation-worthy idea about brand unity and creative problem-solving.

Tres Colacion - “There was a lot of great Newcastle work, but for me, Band of Brands was a cut above. It’s work that is subversive in a deeply populist way. It’s the kind of idea that compels you to cheer for it.”

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<Play It Safe> - Location: United States - Brand & Advertiser: Sydney Opera House - Agency: The Monkeys (Part of Accenture Song) 

In 1957, when the Sydney Opera House design was first unveiled, it was criticized as unrealistic and wasteful. But 50 years after its opening, it has become a symbol of bold creativity. The Play It Safe campaign honors this legacy by turning the idea of "playing it safe" on its head, reminding us that true greatness comes when we dare to go beyond comfort.

Tres Colacion - “This is my favorite thing I’ve seen in years. It’s the simplest, most timeless of ideas—a love letter—crafted to within a second of its life. Everything about it is perfectly wrong; it’s over four minutes long, the lyrics never turn positive, and Tim Minchin, is well, at his Tim Minchinest. My two-year-old listens to this almost every morning, going absolutely mad for the crescendo; he gets it and what more could you ask than that?”

Q. The ad industry is always chasing bold, creative work. How do you get brave ideas through the system?

A. I’ve done a lot of work that has died — just had something killed last week. So, I haven’t quite figured out the key to the system just yet. But here’s what I believe creatives need to hear when they inevitably find themselves in a situation where it isn’t going to work out: keep going. It hurts when you invest everything into a project, only to see it implode. In an industry where 99% of what you do evaporates unnoticed, you just keep pushing that boulder uphill. Creating “brave” work can feel absurd, even futile, until—suddenly—it’s not. Just keep going.

Q. What advice would you give to young creatives who want to make their mark in the industry?

A. To the next generation, you gotta care. That doesn’t mean blindly drinking the Kool-Aid or licking the boot—those can only stifle. Your job is to observe, experiment, and dare to stand out—even if that means risking failure. For me, the secret is simple: care more about what you do than anyone else in the room. That care fuels conviction, trust, obsession, and passion—all the ingredients you need to not just create but to reshape the future of advertising.

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Call for Entries: MAD STARS 2025!

MAD STARS 2025 explores the theme "AI-vertising, AI Advertising Marketing Era", highlighting innovation at the intersection of AI and human creativity.

Submit your work by 16 June (KST) to have it evaluated by world-class creative leaders like Tres Colacion.

🚀 Don’t miss your chance to gain global recognition! 👉 Submit your entry now

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Young Stars MAD Competition 2025 - Registration in Progress!

🌟 The ultimate stage for the next generation of creative talent! The global advertising & marketing competition for innovative university students is already underway – don’t miss your chance to participate!

💡 Who Can Apply?

University students (Undergraduate & Master’s only, PhD not eligible)

Individual participants or teams of up to 2 members

📅 Application Deadline May 26, 2025 (KST)

📍 How to Apply Register now on the MAD STARS website

🌍 Gain hands-on creative experience from industry experts! Compete with top creative talents from around the world, receive direct feedback from professionals, and develop real-world skills for your future career.

🔥 Are you ready for the challenge? Apply now!

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What's New in MAD STARS 2025?

MAD STARS 2025 Entries Are Now Open!

More opportunities, new categories! What changes are coming this year?

✔ AI-Powered Campaigns Now Eligible! ✔ VIDEO Group → ENTERTAINMENT Group / New Game, Music & Sports Stars! ✔ New 'Culture & Context' Subcategory Recognizing Cultural Diversity!

Unleash your creativity with new opportunities and expanded categories! 🎯

📅 Final Entry Deadline | 16 June 2025

More details 👉🏻 https://bit.ly/3Ra9Qza

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2025 Professional Division: 1st Entry Fee Details

🚀 MAD STARS 2025 1st Entry Period is Now Open! 💡 Professional Division Entry Fees 💡 🔹 Print Stars & 6 others • Single: $250 • Series: $350

🔹 Film Stars & 17 others • Single: $300 • Series: $400 ✅ General Public Division ✅ Free Entry for Everyone! 🌍 Submit your MAD ideas and make an impact!

More details 👉🏻 https://bit.ly/4iFytQ1

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[JURY INTERVIEW] AI Beyond Tools, Shaping Innovation

In an era where advertising and marketing industries are evolving rapidly, AI technology plays a crucial role in the creative field. This year, Karim Sherif is serving as a preliminary jury member at the MAD STARS 2025, he is experiencing these changes firsthand.

With a 19-year career at global agencies such as Ogilvy, Impact BBDO, DDB, M&C Saatchi, and later serving as the Regional Creative Director at Havas Middle East, he has built a solid reputation in the industry. Currently, as the Executive Creative Director (ECD) at Magnitude Creative, he is leading advertising innovation through AI-driven creativity.

Recognized in 2021 as one of the Top 5 Creative Directors in the Middle East by The One Club, his impressive portfolio includes work for brands such as Pepsico, Henkel, Vodafone, e&, Burger King, The Coca-Cola Company, Honda, Dubai Tourism, IKEA, Lexus, Mondelez, Mars, Adidas, Reckitt, and Bel—garnering accolades from prestigious international awards such as D&AD, Cannes Lions, Clios, and The One Show.

Karim Sherif attributes his success to "a fusion of intuition and curiosity, the grace of simplicity, and the integrity of craft." In this interview, he shares insights into his judging criteria, the impact of AI in advertising, and the unique characteristics of the Middle Eastern advertising industry.

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Q. As a preliminary jury for MAD STARS 2025, how do you feel about participating, and what are the key criteria you will focus on while judging?

A. I am truly excited for this year’s MAD STARS. This isn’t my first time. I’ve actually had the honour of being a jury member before in 2017 and attending the festival in beautiful Busan and was amazed by the wondrous world of electrified talent especially from South Korea. My criteria for evaluating this year’s work will be originality and use of resourcefulness and audience relevance, along with craft integrity that delivers results.

Q. This year’s theme is “AI-vertising, AI Advertising Marketing Era.” What role do you believe AI plays in today’s creative processes, and how is Magnitude Creative utilizing AI in advertising and marketing?

A. AI tools have become a transformative force in the creative process, enabling us to explore and express ideas at faster speeds.

Using AI tools is what I deem “being resourceful”. It also assists in understanding audience behaviour through advanced analytics. At our agency, we integrate AI tools for trend prediction, and even concept development. I am personally a big fan of Storyboarder.ai. It’s a splendid platform that creates detailed storyboards for films and reels in seconds with only a PDF of a script by generating an array of illustration styles with ease turning it into a professional shooting board that will impress you, your boss, your clients and your team.

Q. MAD STARS: What are the unique characteristics of the advertising and marketing industry in the Middle East, and what are its biggest challenges today?

A. In the UAE, the industry is vibrant and deeply rooted in culture, tradition, and community. There’s a strong emphasis on storytelling that resonates with local values while also appealing to a globalised audience.

There is a positive spirit and a “can-do” attitude that stirs pools of friendly competition between agencies that collectively win accolades consistently in many prestigious award shows. The region tends to see challenges as opportunities, with audiences becoming increasingly discerning, the pressure to create captivating stories with stopping power content has never been greater.

Q. Social and digital marketing are the fastest-evolving sectors in advertising. Social media, in particular, is heavily trend driven. How do you monitor and adapt to these rapid changes?

A. Staying ahead in the social and digital space requires a mix of agility, continuous learning, and real-time data monitoring. We rely on tools like social listening platforms, trend analysis reports, and direct engagement with audiences to keep a pulse on what’s happening. Collaboration with younger team members also provides fresh perspectives. Beyond monitoring, we adapt by ensuring our content is versatile, timely, and aligns with the shifting dynamics of audience behaviour.

Q. MAD STARS: Programmatic advertising and SEO rely on algorithms, but these algorithms are not always perfect. SEO is constantly changing as well. How do great creatives overcome these challenges?

A. Algorithms, while incredibly powerful, can sometimes miss the nuances of human behaviour and creativity. That’s where great advertising steps in. It thrives on emotion and innovation, which algorithms can’t replicate.

To conquer these challenges, it’s crucial to maintain a balance. For instance, using programmatic advertising for precision targeting but pairing it with high-quality, emotionally engaging creative smartens up a campaign tenfold. Similarly, for SEO, staying adaptive and prioritising valuable, audience-first content over purely algorithm-driven approaches are the keywords here. In the end, it’s about using algorithms as tools, not replacements, for human creativity.

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Karim Sherif highlights AI as a powerful enabler of innovation, yet he consistently emphasizes the irreplaceable role of human creativity and emotion in advertising. Even in a rapidly evolving landscape, storytelling and creative ingenuity remain the foundation of impactful advertising.

This year, MAD STARS 2025 embraces the theme “AI-vertising, AI Advertising Marketing Era”, shedding light on the seamless collaboration between AI and human creativity in groundbreaking campaigns.

How can effective AI integration elevate your next campaign?

Step onto the global stage, showcase your work to top industry professionals, and seize the opportunity to expand your creative influence!

📌 Final Deadline for MAD STARS 2025: June 16

👉🏻 Submit your entry now 👈🏻

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[JURY INTERVIEW] Looking for Emotion and Impact 

Cassandra Shuber and Daniela Marino, Vice Presidents and Creative Directors at Edelman New York, are recognized as rising creative leaders in the industry. They work collaboratively to lead PR creativity, shaping innovative campaigns that resonate with audiences.

Their journey together began on the very first day of university, where they became friends. That bond evolved into a professional partnership as they worked together at BBDO Toronto and later at the Canadian indie agency john st. before joining Edelman in January 2020.

With their exceptional creative vision and strategic insight, they have played a key role in bridging brands with culture. This year, they bring their expertise to MAD STARS 2025, serving as preliminary judges to help identify the most compelling creative work.

So, what are their key criteria when evaluating campaigns? We sat down with them to explore their perspectives on what makes a truly outstanding piece of work

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Q. How do you feel about participating as a preliminary jury member for MAD STARS?

Cassandra Shuber: I’m thrilled to return as a preliminary jury member for MAD STARS. I couldn’t be more excited to once again get a front-row seat to some of the most innovative and inspiring creative from around the world.

Daniela Marino: I’m grateful and excited to be part of the preliminary jury. I’m looking forward to seeing the range of creativity and talent from around the world at this stage of the competition. 

Q. What will be the most important criteria you focus on in judging?

Daniela Marino: I gravitate towards work that emotes a feeling – an idea that captures my attention through its irreverence, intelligence, or innovation. After that initial feeling, I pay most attention to the craft of the execution, how boundary-breaking the idea is and if it made (or can make) real world change. 

Cassandra Shuber: For me, impact is key. I look for ideas that stand out through bold creativity, resonate deeply with their audience, and create meaningful change – whether it’s cultural, social, or business-driven.

Q. The theme of this year’s MAD STARS is “AI-vertising, AI Advertising Marketing Era”.  What role do you think AI plays in today’s creative processes, and how are you or your agency using AI in advertising or marketing?

Cassandra Shuber: AI is transforming the creative process (and output) in incredible ways. Many creatives I work with use tools like ChatGPT and Midjourney to help with idea generation, writing and visuals. Personally, I use AI to spark insights, explore new angles and push my ideas further. While I think these tools are extremely useful, creativity is human, and the real power of AI is in amplifying imagination, not replacing it.

Daniela Marino: AI is helping to evolve the creative process and we’re meeting it with open arms. We’re prioritizing innovation and ambition in this new cre-AI-tive world that we’re now all a part of. Though it’s assisting our process, it's most inspiring when it is naturally embedded into our idea. The tech is not the idea itself, but its purpose propelled by it. It will be interesting to see how AI is used in unexpected ways this year.

Q. What do you think are the unique characteristics of the advertising and marketing industry in your region? What are the biggest challenges?

Daniela Marino: New York is an epicentre of culture, creativity and commerce. The city thrives on the intersection of art, media, and business, making it a focal point for creativity and influence. With unmatched diversity of talent, we always redefine the boundaries of the industry. However, the pressure to constantly innovate is the biggest challenge. For those of us – people and businesses – that choose to keep up, the stakes are high, but the opportunities are limitless.  

Cassandra Shuber: Canada’s advertising industry is unique in that it operates on a much smaller scale compared to major global markets, like the US, but still demands world-class creativity. With a smaller population, and frankly, smaller budgets, we have to make every idea work harder. Having worked in both markets, I’ve seen how Canadian agencies are often more resourceful, adaptable and deeply strategic in how they approach every brief.

Q. What do you think PR gives brands that other marketing/advertising cannot? What “essential ingredients” do you believe make great PR?

Cassandra Shuber: In a world where attention is the most valuable currency, PR gives brands something money can’t buy - cultural relevance. Unlike traditional advertising, which pays for visibility, PR earns it by embedding brands into real conversations, moments, and movements – and sometimes even starting them. There’s no formula or set of “essential ingredients.” It’s about being in tune with the zeitgeist and positioning brands where they naturally belong.

Daniela Marino: PR doesn’t pay for attention, it earns it. That ethos drives our most successful work and enables brands to be spotlighted in culture; oftentimes, it allows brands to become culture. Sometimes there’s a formula, but sometimes there isn’t. A lot of the time, it comes down to the team’s collective ambitions and belief in the idea to make it big – a #trending topic, an undeniable headline, a feature on the nightly news. Great PR doesn’t have a secret ingredient, but strong instincts. 

Q. What changes, advances – and challenges – do you envision for PR (and the creative industry) in 2025?

Daniela Marino: When it comes to creativity and PR, our world is always changing, and quickly. I envision that the way we create and consume content is going to continue to evolve as we embrace new technologies, new legislations, and new types of consumers.

Niche audiences are on the rise and brand trust is constantly being challenged. We’ll have to work hard at remaining trusted sources of information (and inspiration) and retaining authenticity, as creatives, brands, and agencies.

Cassandra Shuber: In 2025, the creative industry will continue to be shaped by the intersection of technology, culture and trust. AI will play an even bigger role in streamlining workflows, but the real challenge will be ensuring speed doesn’t come at the cost of authenticity. Similarly, credibility will be more critical than ever, pushing brands to engage with transparency and purpose.

At the same time, the lines between PR and advertising will continue to blur. Traditional PR tactics won’t be enough, but neither will pay media alone. The biggest challenge will be breaking through the noise at a time when attention is harder to capture but more valuable than ever. The brands – and agencies – that stay agile, audience-first, and culturally fluent will be the ones that stand out.

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Edelman New York’s rising creative directors, Cassandra Shuber and Daniela Marino, emphasize the power of creativity that evokes deep emotions and leaves a strong impact, allowing brands to seamlessly integrate into culture.

While they view the advancement of AI and technology as a positive force in the creative industry, they also stress the importance of maintaining a brand’s identity and authenticity amidst the pursuit of speed and efficiency.

This year, MAD STARS 2025 has also embraced the theme ‘AI-vertising, AI Advertising Marketing Era’, shining a spotlight on groundbreaking campaigns that merge AI with human creativity.

📢 Submissions are open until June 16!

Don’t miss your chance to have your work evaluated by world-class creative experts and expand your influence on the global stage! 🚀

👉 Submit your entry now 👈

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Ready, Set, Submit! Entries Open🎆

The Wait is Over! MAD STARS 2025 Submission Is Open‼️

Celebrating its 18th anniversary, the festival is expanding its categories and scope to reflect the ever-evolving landscape of the advertising and marketing industry. This year, we’re looking for a wider range of groundbreaking marketing campaigns and creative techniques worldwide.

We can’t wait to see your MAD ideas that have the power to change the world!🔥

🗓️Submission Deadlines🗓️ 🔸1st Deadline (Early Bird): May 9 🔸2nd Deadline (Regular): May 30 🔶Final Deadline: June 16 ※ All deadlines are based on KST.

Submit your idea 👉🏻 www.madstars.org

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[JURY INTERVIEW] The Key to Successful in the Rapidly Evolving PR World

Miriam Wells, Chief Creative Officer at Ogilvy PR, served as a final jury for Outdoor Stars, PR Stars, Brand Experience & Activation Stars, Media Stars, Place Brand Stars, and Commerce Stars at MAD STARS 2024, held last August.

Miriam Wells brought a broad perspective and strategic insight to the MAD STARS 2024 jury room. The chief creative officer of Ogilvy PR has diverse experience spanning PR, marketing, corporate affairs, digital and social strategy, content, employee experience, culture and change management, planning, and brand narrative. She is also known for her natural ability to bring out the best in teams and projects across all business areas, a results-oriented, collaborative creative leader, who is enthusiastic about big ideas that build brands and get people talking. Her experience also covers a vast range of clients - Cochlear, Atlassian, WPP AUNZ, BHP, Mars Wrigley, Transport for NSW, HealthDirect, Department of Human Services, American Express, University of Newcastle, Equality Australia and Ikea.

She shared with MAD STARS what she said was a remarkable experience judging this year, highlighting the calibre of the MAD STARS Awards and its judging process.  

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Q. PR has evolved in the last five years. How has this changed your approach at Ogilvy PR? 

A. PR can best be described as restless.  It is in a state of constant evolution – the nature of the work mimics the always on news[feed] cycle that we’re all plugged into as consumers. And while that has seen a multitude of changes take place, three things in particular stand out: 

Purpose is still paramount, but it’s also tempered by humor as a critical emotional shortcut for audiences given the world and the media need a dose of good news in their feeds where possible.  So while it has been great to see brands increasingly take a stand on important issues over the past few years, it’s also delightful to see some fun back in the mix with brands in on the joke.

Earned creativity is increasingly at the center of integrated work and is an exciting place for brands to play. The strength of ideas that earn their place in consumers’ lives, with the scale and craft of an integrated team behind them is a sweet spot for good work.

Playing to the Minor stream (our approach to finding niche but highly engaged audiences) has become increasingly important given the splintering of the landscape into algorithm niches and devoted cultural fandoms. Highly specific target audiences can give you a better runway into creative tension, and striking a resonant chord with a small but highly engaged target group has rippled into the zeitgeist.

The ability to work within and address these changes can only come through deep understanding and insight into culture.  As a result, Ogilvy PR is constantly tracking cultural shifts, ensuring our entire team is tapped into what’s next and how to apply it to our clients’ business issues. 

We are also lucky enough to work in an environment where creativity and strategic thinking is a vital part of the PR mix and where innovation is applied as a matter of course. 

Q. How important is local knowledge to a successful PR campaign? 

A. The strongest campaigns tap into and earn a place in culture – so local cultural insight and nuance are absolutely critical. That’s why judging international awards is always so fascinating.  It provides valuable insight into the cultural dynamics of different markets, and how brands navigate them with creativity.

Q. The final jury filters great ideas from good. What, for you, determines that a campaign makes that leap to win a significant award run an international competition? 

A. The triple threat of laser insight, stellar creative idea and exceptional execution. I think that also given the international dimension of a competition like MAD STARS it’s work that nails one of the two ends of the cultural relevance spectrum – some work that is so universal that it transcends language barriers and geographies to resonate with juries. On the other end of the spectrum, it’s work that is highly local and culturally relevant to the market it’s for (supported by precise context setting in the award submission) that can really make it stand out and cut through with audiences. Effectiveness is another key dimension, great work never shouts into the void. It affects change whether at a consumer, product, brand, business, policy or cultural level.

Q. What stood out for you during judging?

A. This wasn’t technically during judging, but I think it also highlights one of the themes that emerged during judging. Fernanda Machado’s MAD STARS keynote was truly thought-provoking – I loved the insight he gave into his work with NotCo and how their AI chef 'Giuseppe' is enabling rapid product formulation prototyping for plant-based food. He also talked about a billboard stunt the company used to launch its protein drink, calling out the market leader Danone with a light projection opposite Danone HQ in Brazil. This was a move that saw the brand fined by the local advertising standards body. The NotCo team knew this going in and built the cost of the fine into their marketing plan.

I love these two NotCo stories because they really highlight both the opportunity and limitations of generative AI technology - speed of experimentation and prototyping can be a huge creative asset on the one hand, but on the other, it’s unlikely AI would suggest something against the rules and out of the box and build the fine into the cost of doing business.

And this is something that threaded through some of the judging discussions at the festival – AI, like other technologies at our disposal, is a useful tool, but it’s rarely the idea. It needs human imagination to realize its potential, and you could argue that AI could also be a tool that helps push human potential further.

Q. There is a lot of talk about bias in judging. What do you think are the most important “ingredients” to ensure fair judging?

A. A diverse and inclusive jury, not only in terms of cultures but also across other intersectional dimensions including gender, neurotype, and professional experience and disciplines. One of the wonderful things about MAD STARS was meeting creatives from all over the world: Korea, Thailand, the UK, Italy, Japan, Brazil, Bangladesh, Canada, South Africa, UAE and more. And, of course, each person brings their own experience biases, and subjectivity to the table, but that broad mix of those points of view together can strengthen the discussion.

I saw some recent industry commentary around gender diversity in the Australian market, and one of the comments that stood out to me was about the power we have as professionals being invited to judge, speak, and share stages, column inches, and airspace – that we can ask who else is being consulted and invited into those spaces and opportunities.

We can decline if the cohort is lacking in representation. The more differing points of view and lived experiences in a jury room, the more space there is for productive dissent, and this is often key to making work and of course, judging decisions better.

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An interview about how the power of creativity can transcend cultural, technological, and conceptual boundaries!

For Miriam, last year's Busan International Marketing & Advertising Festival proved just how much a mix of perspectives can raise the bar in the creative industry.

MAD STARS 2025 will be held in August with the theme of 'AI-vertising, AI Advertising Marketing Era', and will showcase ideas with 'Laser insight', 'Stellar creative idea', and 'Exceptional execution'.

Stay tuned for more information!🙏🏻