Meet the 2025 CBWA Creative Awards Jury

Campaign Brief WA has once again assembled an internationally renowned jury for the 2025 CBWA Creative Awards. All award winners and finalists will be announced on stage at the Oasis Ball, this Friday May 16th.

 

Meet the 2025 Campaign Brief WA Creative Awards Judges:

Valerie Madon, APAC Chief Creative Officer at McCann Worldgroup
Madon’s love for painting, which began at the age of five, has blossomed into more than 20 years of creative work for clients including Zespri, Caltex, Hewlett-Packard, Procter & Gamble, Singapore Airlines, HSBC, Burger King, Singapore Tourism Board, Changi Airport, Shell, GSK, Cycle & Carriage, Friesland Campina, and many others.

Previously the Director of Creative Shop for SEA & Emerging Markets at Meta, Madon was tasked with enhancing the effectiveness of its powerful media platforms through creativity tailored for media and emerging technologies. With her diverse experience, she has judged and won awards at all major global shows, including The One Show, New York Festivals, Effies, Spikes Asia, ADFEST, and Cannes Lions (three times), and served as Jury President at D&AD.

Outside of work, her creativity takes new form through her ice cream brand Licktionary, where unique flavors are inspired by words from her husband, and her newfound love of pottery, where she pushes the boundaries of artistic form and function.

Reed Collins – Chief Creative Officer APAC, Ogilvy
Stephen de Wolf – Chief Creative Officer, BMF Australia
Gary Tranter – Chief Creative Officer, Ogilvy Vietnam
Local knowledge of the WA market is important, so Perth expat creatives are always invited to join the CBWA Awards jury.

Very few Chief Creative Officers have had the opportunity or experience of working across five continents. Originally from Perth, Collins has been based in Hong Kong for the past 10 years and oversees the creative output of Ogilvy offices across Asia, Australia, and New Zealand. He has worked with major clients such as Coca-Cola, Mondelez, Spotify, Nestlé, IKEA, Yum, Unilever, Telenor, and Shiseido.

Across his career, he has earned over 60 Cannes Lions (including 3 Grand Prix), 64 One Show Pencils (2 Best of Show), and 53 D&AD Pencils (including 3 Yellow). Some of his work is featured in the permanent collection at MoMA in New York. He served as Jury President for the Direct category at Cannes Lions 2020/21 and was appointed to the International Board of The One Club for Creativity in 2022.

Stephen “Wolfie” de Wolf’s 25+ year career spans some of the world’s most creative agencies. Starting in Perth, he’s worked in New Zealand, Melbourne, London, and Sydney. He joined BMF Australia as Chief Creative Officer in 2024 from the CCO role at DDB Australia. Previously he was at BBH London, where he was the CCO behind Tesco’s 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, he was CCO at Clemenger BBDO Melbourne. Across six years at Clems Melbourne, de Wolf was responsible for 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.

His creative leadership has led to multiple Agency of the Year titles locally and internationally, including D&AD’s Agency of the Year and Global Agency of the Year at Cannes Lions—the first time an Australian agency received the honor.

Gary Tranter is a Global, Regional and Executive Creative Director turned Agency Founder and Business Leader, well known for crafting ideas that build brands to deliver exponential business growth. Since leaving Perth he has worked in the highest echelons of the advertising industry for the past 27 years. The majority of that time has been focussed in Asia on large regional and global projects.

He is one of the original founders of Arcade, a 10 year strong agency network with 5 centres of excellence and a 300 strong team of exceptional talent. Successfully exiting after completing the entire agency sale to the Publicis Group. He is now CCO at Ogilvy in Vietnam.

Emma Daines – Founder & CEO, Fin Design & Effects
Anna Fawcett – Executive Producer, Filmgraphics
Daines has 35 years of experience across top advertising agencies, production companies, and post-production studios in Australia, the UK, and Asia. Over 22 years ago, she launched Fin Design + Effects—the first female-owned VFX studio in Sydney—which now has studios in Sydney, Melbourne, Singapore, Shanghai, and Los Angeles. Under her leadership, Fin has become one of the most respected VFX companies globally.

Her accolades include the “NSW Women in International Business Award” (twice) and the “Titan: Female Entrepreneur of the Year” Award.

Fawcett is one of the industry’s most prolific and successful producers. She worked alongside Filmgraphics founder David Denneen to create iconic TV campaigns featuring stars like Michael Jordan, Richard Gere, Dustin Hoffman, Michael J. Fox, Simon Baker, LeBron James, and Jackie Chan.

Now a majority partner at Filmgraphics, she mentors new talent, develops long-form projects, supports charities, and drives innovation in production. In 2024, she was inducted into the AWARD Hall of Fame for her contribution to Australian advertising.

Joji Jacob – Regional CCO, Havas SEA & NA / Cofounder, BLKJ Havas Singapore
Damisa ‘Lek’ Ongsiriwattana – Co-Founder/ECD, Sour Bangkok
Emir Shafri – CCO, Publicis Groupe Malaysia
Merlee Jayme – Chairmom®, CCO & Founder, Jayme Headquarters & The Misfits Camp

After nearly two decades at top agencies in India and Singapore, Joji Jacob co-founded BLKJ with three creative leaders. In 2021, they joined the Havas Group. He has led campaigns for Great Eastern, Amazon, Ninja Van, Singapore Tourism Board, Republic of Singapore Air Force, Hyundai, and others.

Jacob is a member of Havas’s Global Creative Council and chairs its APAC Creative Council. He’s been named Singapore’s Most Influential Creative Director and Campaign’s Southeast Asia Creative Person of the Year twice. He has served on juries at all the global award shows including as Jury President at Cannes Lions.

Ongsiriwattana founded SOUR Bangkok, Thailand’s first independent agency focused on the women’s market and female leadership. A creative veteran of over 10 years, her ‘Sabina Braless’ campaign won multiple awards for its fearless humor. She also helped create ‘Girl From Nowhere’, a Netflix Original Series available in 25+ languages and ranked in the top 10 across 13 countries.

She’s judged Cannes Lions and served on several Glass Award juries honoring gender equality. For three consecutive years, SOUR Bangkok was named Campaign Southeast Asia Boutique Agency of the Year.

Jayme is the Chairmom® and founder of Jayme HQ & The Misfits Camp, creative spaces supporting neurodiversity. As Dentsu APAC’s DEI lead in 2021–22, her work had a transformative impact on the industry. Previously, she was Chief Creative Officer of Dentsu APAC for over six years.

Best known for founding DM9 Jayme Syfu, the agency that won the Philippines’ only Cannes Lions Grand Prix, she’s also served as Jury President at Cannes Lions, ADC’s 100th Annual Awards, LIA, and ADFEST. In March 2025, she was honored as ADFEST Lotus Legend, among other top awards.

Shafri leads creative at Publicis Groupe Malaysia, collaborating across Leo Burnett, Publicis, Saatchi & Saatchi Arachnid, and Digitas. Under his leadership, Leo Burnett won Agency of the Year at the Effie Awards Malaysia three years running, along with honors from Campaign Brief and Campaign Asia. He is currently ranked the #1 creative leader in Malaysia by Campaign Brief Asia.