WARC Awards – 2019 Effective Use of Brand Purpose Judges

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Chair of Judges

Fernando MachadoFernando Machado – Global CMO, Burger King

Fernando is a global marketer with a passion for growing brands and businesses. With more than 100 Lions in Cannes (five GPs), 12 D&AD Yellow Pencils, one Grandy (McWhopper), and two Grand Effies in North America, Fernando is known for pushing the creative boundaries to drive business growth. Currently as Global CMO at Burger King, Fernando’s focus is infusing the brand with purpose, modernising the design, and inspiring the organisation around brand development. Under his leadership, BK became Client of the Year at the D&AD in 2016 and Creative Marketer of the Year in Cannes 2017.

The Panel

Jane AsscherJane Asscher – CEO and Founding Partner, 23red

Jane co-founded creative agency 23red in October 2000 and has worked on a number of innovative behaviour-change initiatives on topics such as health, education and women’s rights. Jane has been responsible for the strategic development of several innovative campaigns for the COI on topics as wide ranging as health, vocational training, environment, financial education, volunteering and the digital divide. Her insights into marketing to women and youth have shaped award-winning, mould-breaking advertising campaigns for the likes of La Senza and University of Oxford.

Damian BazadonaDamian Bazadona – President and Founder, Situation

In 2001, Damian founded Situation – a digital agency that is best known for helping brands build passionate communities through digital-first marketing strategies. Over the years, Damian has worked with, among other brands, Stoli Vodka, HBO, Major League Soccer, National Geographic, and The Ad Council. Outside of Situation, Damian acts as a speaker and thought leader, and has organised one of the longest running TEDx events – TEDxBroadway. He also passionately invests in arts education and community involvement – most notably through the 501(c)(3) corporation he founded, Situation Project.

Tim ClaassenTim Claassen – Strategy Director, Havas Lemz

Tim has more than 15 years of experience in strategy development at Havas Lemz, the leading creative business agency in the Netherlands. Tim’s ambition is to bring out organisations’ inner strength and purpose and put it into practice – unrestricted by media plans and conventions. Tim is a frequently interviewed communication specialist on Dutch television. He's also member of the EFFIE jury for effective communication excellence. Tim has worked with brands like IKEA, Jacobs Douwe Egberts, FrieslandCampina, Hallmark and the Dutch Lung Foundation.

John ClarkJohn Clark – Planning Director, Coley Porter Bell

John started in advertising at Ogilvy, working on clients such as Unilever’s Dove and Impulse as well as American Express. He then worked at Publicis and M&C Saatchi on clients such as Jameson and RBS. In 2011, John returned to the Ogilvy group, joining Coley Porter Bell as Planning Director. There, he worked across a range of clients including Unilever and Philips, as well as on joint projects with Ogilvy. He helped to develop the agency’s planning and Visual Planning offering, as well as neuroscience tools. John also sits on the Ogilvy UK Group Board.

Nazia du BoisNazia du Bois – Founder, Ricebowl Strategy

Nazia runs Ricebowl Strategy, an award-winning practice that steers brands towards their most progressive, impactful roles in global culture. Ricebowl puts universal human insight at the core of its practice, delivering crafted strategic thinking that resonates with a new, more diverse global growth consumer through progressive messaging and tangible social action. Prior to founding Ricebowl, Nazia was the Global Chief Strategy Officer at DAVID across São Paulo, Buenos Aires and Miami, and Global Planning Partner at Ogilvy. In a previous life, she was an academic at Oxford working on gender representation in the media.

Matthias EylersMatthias Eylers – Strategy Director & Partner, +KNAUSS

Matthias is a strategic brand planner with an entrepreneurial mindset and a creative heart. He has been working for global luxury brands as well as for global FMCG corporations on the agency side for almost 15 years. As a partner at the idea agency +KNAUSS in Hamburg and Munich, he now works for various clients, stretching from global product companies to e-commerce start-ups and new brand developments. He has also been a coach for the German Account Planning Group (APGD) for many years, which provides a ‘home for planners’ and enables excellence in creative thinking – based on information.

Katya KochKatya Koch – Marketing and Communications Strategist

Katya has spent the last 15 years creating successful purpose-driven brand engagement with consumers, suppliers and staff in the UK, Australia and New Zealand. Most recently in 2018, she completed a stint at Hill+Knowlton Strategies as Head of Brand Purpose. She’s worked in-house for Red Bull, Diesel and Nickelodeon and agency-side on clients including Honda, Havaianas and Vodafone. Katya’s focus is on helping businesses uncover their purpose and build companies and marketing strategies around this central truth.

Carol GarbuttCarol Garbutt – Client Director, OxfordSM

Carol heads up the branding practice at OxfordSM across consumer goods and services. She believes passionately in the power of brand purpose to unlock business growth whilst at the same time ensuring that brands connect with their consumers in a more meaningful and differentiated way. Carol has led global brand purpose and sustainability projects for Unilever, Danone and other leading global companies. Carol is a director at OxfordSM, where she has consulted for 10 years. Prior to that, she held senior global marketing roles at Unilever and PepsiCo.

James HiddenJames Hidden – Managing Director, Ogilvy & Mather Chicago

James joined Ogilvy in 2013, moving across the pond from The Red Brick Road, a leading independent agency in London. He initially ran the SC Johnson International Air Care account for two years, overseeing global campaign development and orchestrating five regional hubs. Since then, he’s pitched and run the Constellation Brands account (Modelo and Corona Light) and Tyson Foods business (Jimmy Dean and Tyson. In the UK, he worked in various agencies, running award-winning campaigns for brands including Heineken and Shell, before running the fully-integrated, multi-category, non-food business of the retail behemoth Tesco.

Dan IzbickiDan Izbicki – Founder, Ethos

Dan founded Ethos in 2018. Prior to that, he was Global Brand Communications Director at Unilever where his agenda was to drive creative effectiveness within the context of the USLP (Unilever Sustainable Living Plan). Previously, Dan worked as a planner in advertising at WCRS and VCCP on clients including O2 and Saga, as well as on projects such as the launch of Orange and the relaunch of Mini. He also ran a jewellery business for five years. Dan is a South Londoner born and bred, although he has been known to cycle out to Kent. He resides in Balham with his wife and two children.

Vijay RajVijay Raj – Vice President, CMI, Unilever Asia, Research Innovation

Vijay graduated in Economics from Delhi University and has an MBA from the Indian Institute of Management, Ahmedabad. He started his career at ORG-MARG (now a part of Nielsen) in India in 1996 and joined Unilever in 2000. In the last 18 years at Unilever, he has worked across several categories including ice creams, beverages, oral care and laundry. He has worked across India, Indonesia, Singapore and the UK in several roles. He is currently the Vice President, CMI for Asia, Africa, North Africa, Middle East, Turkey, Russia and Belarus, Research Innovation at Unilever and is based in Singapore.

Ric NavarroRic Navarro – Director, Marketing and Communications, Norman Disney & Young

Ric began his career as a journalist and media advisor, managing communications for the Prime Minister’s Office Export Programme. Over his career, Ric has led the marketing and communications function for a number of leading firms across the mining, FMCG, infrastructure, sporting, and built environment sectors. His successful executive-level track record of marketing, communications, CX, digital strategy and CSR programmes has been recognised in Australia and globally. Ric is author of the best-selling book, Marketing with Purpose: a C-Suite guide to being truly customer-centric.

Leslie PascaudLeslie Pascaud – Executive VP Purpose Branding and Innovation, Kantar Added Value

Leslie is a seasoned marketing and innovation professional with a strong commitment to purpose-led branding. Since 2012, in her latest role at Kantar Added Value in New York, she has inspired clients across sectors and continents to grow their businesses sustainably through an inventive cocktail of strategic insight, creative inspiration and personal passion. Prior to that, she worked at Added Value in France for six years where she was Sustainable Innovation Practice Leader and Board Member. She has also worked at DMB&B in Paris and New York.

Andrew WilsonAndrew Wilson – Executive Director, Purpose at Edelman

Andrew helps brands engage on the issues that matter. He works with companies to drive greater economic benefit, stakeholder value and positive societal impact. Andrew draws on a 25 years’ experience advising business leaders on strategic approaches to sustainable growth. Prior to Edelman, he was a director at Corporate Citizenship, a global strategy consultancy specialising in sustainability. Before that, he ran the Centre for Business and Society at Ashridge, the international business school. Clients include multinational companies in healthcare, property, FMCG and oil and gas.

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