Campaign Brief WA proudly names world class jury for their upcoming 2024 creative awards

Campaign Brief WA has revealed their internationally renowned jury for the upcoming 2024 CBWA Creative Awards. All award winners and finalists will be announced on stage at the Oasis Ball, on May 17th.

Meet the twelve jurors judging this year’s 2024 Campaign Brief WA Creative Awards:

Kiwi-expat, Malcolm Poynton (pictured above bottom right) has served as Cheil Worldwide’s Global Chief Creative Officer since 2015. His creative leadership has established Cheil as one of the world’s leading creative networks; winning Asia Network of the Year along with multiple Agency of the Year titles across Hong Kong, China, India, Japan, South Korea and further afield; Spain, Russia and Romania.

Recognised by Ad Age as one of the ‘World’s Top 10 Digital Minds’, Poynton has led Saatchi&Saatchi, Ogilvy, SapientNitro and Cheil WW to multiple creative Agency of the Year titles.

Passionate about redefining how brands connect with consumers, Poynton has built and led teams responsible for acclaimed firsts including Foot Locker’s Sneakerpedia, Dove’s Campaign for Real Beauty, British Airways’ Johnny Foreigner campaign as well as numerous ground-breaking Samsung campaigns from #BeFearless and #BlindCap to #VerticalGig and AI-powered #Unfear.

Last month, Poynton was also ADFEST’s 2024 Grand Jury President and is a two time Cannes Lions Jury President.

Pum Lefebure (pictured above top left) is one of the world’s most respected designers. She is the co-founder and Chief Creative Officer of Design Army in Washington, D.C. and this year leads our jury for the new Craft category. With an entrepreneurial edge, the Thailand native brings global sensibility to American design. Through distinctive creative direction, she dreams up high-profile campaigns for clients such as the Academy Awards, Bloomingdale’s, The Ritz Carlton and Pepsi. Her creative brilliance sets the agency apart, driving their reputation as leading industry trendsetters.

From Copenhagen to Beijing, Lefebure speaks and judges design competitions internationally. She uses her entrepreneurial voice to represent women in global campaigns, such as H&M’s She’s A Lady. She’s also been featured in Forbes, Huffington Post, Entrepreneur, Elle and recently named Adweek’s Creative 100.

Pum regularly judges elite global design competitions, including Cannes Lions, Clio, D&AD, LIA, and Spikes Asia. She has served as Jury President for Cannes Design Lions, One Show Design, AdFest, and London International Awards. Her own work has earned a plethora of awards, including D&AD, One Show, ADC, Red Dot, AIGA, SPD, and TDC, and she has lectured and led workshops around the world, from Copenhagen and Durban to Bangkok and Beijing. She sits on the National Board of Directors for The One Club.

“It’s easy to say: the brief or client is boring. The job isn’t boring. You are boring. Remember, it’s your job to make people feel something in a way that isn’t boring. Emotion is the currency in our business. It’s your job to make people feel something with your work.”

View some of Design Army’s work here.

Both starting their careers in Perth, Reed Collins and Stephen de Wolf have returned as judges in 2024.

Very few Chief Creative Officers have had the opportunity or experience of having worked across five continents; Originally from Perth, Reed Collins (pictured above top right) has been based in Hong Kong for the last 9 years and is responsible for the creative output of all Ogilvy offices in APAC. Working with IKEA, KFC, Coca Cola, Mondelez, Vogue, Nestle, Fox Sports, Nintendo and Shiseido along the way.

Following AWARD School in Perth, Collins then had casual stints at Campaign Brief, Shout! and JMA Ogilvy & Mather in Perth before heading to Mojo in Sydney.

Collins has also worked at Hunt LascarisTBWA Johannesburg in the mid/late 90s, followed by Lowe Howard-Spink London and Cliff Freeman & Partners New York.
Collins was the most awarded creative in the world for his Fox Sports campaign, according to 2001 Gunn Report.

Under his leadership, Ogilvy has earned Regional Network of the Year titles at Effies, Cannes Lions and in the annual Campaign Brief Asia Creative Rankings. He oversaw the first ever Cannes Lions Grand Prix for the nation of Pakistan. Named Creative Person of the Year in 2017 by Campaign Magazine Asia.

With over 33 Cannes Lions (2 x Grand Prix), 31 One Show pencils (Best of Show x SDG), 26 D&AD pencils (3 x Yellow) and many others under his belt so far. He is also pretty chuffed that some of this work features as part of the permanent collection at the MoMa NYC and recently serving as Jury President for Direct at Cannes Lions 2020/21.

de Wolf (pictured above bottom left) has been National Chief Creative Officer at DDB Australia since October 2021, following a stint as CCO at BBH London. At BBH he was the CCO behind Tesco’s much-loved No Naughty List Christmas campaign in 2020, Barclays’ Moneyverse, Burger King’s Whoppa on a Whopper, and Justice4Grenfell’s 72 Remembered.

Before heading to BBH London, de Wolf was CCO at Clemenger BBDO Melbourne. Across six years at Clemenger Melbourne, de Wolf was responsible for iconic work including the Transport Accident Commission’s “Meet Graham” – the most awarded creative campaign in the world in 2017 – Snickers’ “Hungerithm”, Airbnb’s “Until We Belong”, and Myer’s “Naughty or Nice Baubles”.

De Wolf started his career in Perth, first as an art director at JMG Marketing followed by a two year stint at Marketforce before being lured to Clemenger BBDO Melbourne for a year. He returned to Perth in 2005 for 2 years to the art director and general manager role at Campaign Brief, before joining Saatchi & Saatchi New Zealand, JWT in Sydney, and London’s 18 Feet and Rising, the start-up now known as And Rising.

Tara Mckenty (pictured above middle), BMF’s Chief Innovation Officer and Co-Executive Creative Director, started her career at Whybin\TBWA Auckland. It was at TBWA where she and her creative partner gained international attention by floating shares in their creative future when they funded themselves to Cannes.

After spending time honing her craft in Aotearoa, Mckenty headed across the ditch to Sydney where she joined Saatchi & Saatchi. While at Saatchi & Saatchi she created a children’s book for OPSM that tested the eyesight of children. The project was named the most effective marketing campaign in the world by the WARC 100 in 2016.

After Saatchi & Saatchi, Mckenty headed to Google where she held multiple roles, and lead teams that ignited love in the Google brand through creativity. During her tenure at Google, Mckenty supported some of Asia Pacific’s largest clients to use Google’s products and platforms in creative and innovative ways.

Of her professional achievements to date, Tara sees her most notable as founding Rare with Google. Rare is an initiative that provides equitable opportunities for underrepresented creatives to thrive at every stage of their career. Tara’s team of 60 people ensured all three of Rare’s offerings were scaled and available globally.

Ralph Van Dijk (pictured above left) is a world authority on audio branding, content and marketing. Before Resonance, he founded audio specialist agency Eardrum in London in 1990 and launched it in Australia in 2006.

With a deep understanding of the power of sound and the spoken word, his passion is fuelled by a determination to innovate, subvert and explore new ways for brands to connect with their audience through sound across all platforms.

Van Dijk’s most recent highlights include One Show Grand Prix, three Gold Lions at Cannes, New York Festival Gold and three times Radio and Audio Agency of the Year at the London International Awards.

In recognition of these accolades, he was selected as an ‘advertising legend’ to serve as Jury President at the 60th anniversary of the Cannes Lions Festival.

Matty Burton is the Group Chief Creative Officer of DDB in Aotearoa (New Zealand) and has spent the last 25 years working in the creative fields at some of the world’s most creatively renowned places. Most recently he led an innovation team at Google as the APAC Creative Chief focussing on how brands can live in the world through emerging technologies.

Before that he co-founded Special Group in Australia, an independent hot shop winning clients like Uber that has helped them scale globally. He ran TBWA in Australia, taking it to the number one agency in Australia and was employee number 10 or 11 (there is still some hot debate) at Droga5 in NYC, where after a couple years he moved home to start the Droga5 office in Australia.

His creative work has been awarded at the highest levels, Black Pencil at D&AD, Grand Prix & Titanium Lions at Cannes and his innovation work has been exhibited at the World AI Conference in Shanghai, Google’s I/O in San Francisco and perhaps most importantly the Royal Easter Show in Sydney – where he won best in show against prized cows, woodchopping professionals and pieces of cheese.

Outside of ‘work’ he co-founded Refill Magazine, a design and art based publication that has received international acclaim and Refill Space, a permanent art gallery in Redfern, Sydney. Burton is also quite short but he likes a chat and is easily excited by ideas and new ways of seeing the world.

Damisa Ongsiriwattana (pictured top left) is the ECD and Founder of SOUR Bangkok, the first independent agency in Thailand to penetrate the women’s market. She is a veteran creative with over ten years in the industry. Her works successfully involve women’s brands and entertainment for women such as ‘Mother of Kitchen’ a campaign for Thai Chilli Sauce that achieved a talk-of-the-town phenomenon and ‘Girl From Nowhere’ a Netflix Original Series, top trending in 13 countries with more than 25 languages.

Previously, Ongsiriwattana served as the renowned Creative Director at Ogilvy & Mather Thailand and J. Walter Thompson with the owner of campaigns that leverage women insight. Along the way, she developed many keystone projects for Thai leading brands. Her campaigns achieve accolades from the international and domestic arena including awards at London International Awards, Cannes Lions, “Best of Show” Asia Pacific Advertising Festival (ADFEST), One Show, Clio, Spike Asia, Bangkok Art Directors Award and more.

Tay Guan Hin (pictured top right) is the Creative Chairman of BBDO Singapore. He is a profound alchemist of creative success in a team working at the most creative agency worldwide networks, like JWT, Grey, Saatchi & Saatchi and Leo Burnett.

Guan’s role continues to deliver insightful creativity that builds on digital and innovative engagement to increase brand preference: for Visa, AIA, Audi, Shell, Johnson & Johnson, Abbott, P&G, HSBC, and Unilever, by improving their market share and solving complex business challenges. He operates well within this complexity, always matching flawless execution with inspiring creative ideas staying true to the brand’s DNA.

Besides serving as the first Asian Cannes Lion Jury President, he currently sits on The One Club International Board of Directors.

A charismatic speaker, he gets invited regularly to judge and deliver keynotes at LIA, Tech Week, D&AD, Digital Content Marketing Summit, Adfest, Spikes Asia, including the E-Commerce Expo. As newly appointed President of the Asia Professional Speakers Association, he uplifts the speaking community by creating innovative programs and events.

He recently released a illustrative book, “Collide: Embracing Conflict to Boost Creativity,” that became a bestseller on Amazon less than 24 hours after its release.

Umma Saini (pictured bottom left) career spans over 17 years, she has worked with Ogilvy and BBDO, among others and is currently Schbang Mumbai’s Chief Creative Officer. Prior to Schbang, Saini was with Google India as brand and creative lead.

Her career includes historic achievements such as – The No.1 Campaign in the world for #ShareTheLoad for Ariel, twice., The No.1 Creative Director in India and No.10 in the world – One of the only two women on the list and the first Indian woman to have made it there. The first Creative Effectiveness Grand Prix at Spikes. And more.

Saini’s intensive awards tally across her career including multiple metals at Cannes Lions, One Show, D&AD Pencils, ADFEST, Spikes, and wins at almost every local and international award in the world. She is also a regular mentor, speaker and juror at various national and international advertising, brand and creativity forums, including being a speaker at Cannes Lions.

Sarah-Leith Izzard (pictured bottom middle) is Regional Executive Creative Director for APAC at Ogilvy, currently based in Hong Kong.

Izzard’s career has spanned the globe, starting in London as a graphic designer, then moving on to work in renowned international advertising agencies in Sydney, Hong Kong, Berlin and Beijing. She uses creativity rooted in strategy to build business growth, strengthens client relationships to collaboratively develop new business opportunities, mentors new talent and provides consultative leadership to Ogilvy creative teams across the Asia Pacific region.

She has been recognized at Cannes Lions, Ciclope, One Show, Kam Fan and the Shorty Awards, as well as served on the jury for the New York Advertising Awards, AdStars, AdFest, One Show and Cannes Lions.

Jeremy Craigen (pictured bottom right) started his career at the now defunct Ted Bates in 1984, a few years later, Bates was merged in to Dorlands (now defunct). In 1990 he managed to get in to the hallowed offices of BMP DDB. During those years he worked on numerous accounts including VW, Sony and American Airlines.

In the mid 90’s he was made a Creative Director on VW and helped shape the “Surprisingly Ordinary Prices” campaign into the most awarded campaign of the year and saw DDB as the most awarded agency of the year in the Gunn Reports inaugural year.

In 2003 Craigen became Executive Creative Director of DDB/UK, where he spent the following 10 years. He then turned his full attention to working on Volkswagen as DDB’s Global Executive Creative Director.

2015-2019 brought a new opportunity, where he became the Global Chief Creative Officer of Innocean Worldwide, an agency network set up primarily to service Hyundai and Kia.

Craigen is currently Director of The Craigen Partnership.