MANILA, PHILIPPINES — Following the Gerety Awards‘ announcement of 2024 winners last September 03, adobo Magazine recently hosted a special edition of adobo Talks, featuring an engaging conversation with the distinguished women of the Gerety Awards Grand Jury. This livestream delved into the ways female perspectives shape the future of advertising and the powerful role of creativity in driving innovation and growth.
Angel Guerrero, Founder and Editor-in-Chief of adobo Magazine, opened the session by framing creativity as a force that not only entertains but also solves problems and propels businesses forward. She introduced the Gerety Awards, a unique platform that evaluates all forms of advertising through a female lens. The panel featured three prominent figures from the advertising world: Golda Roldan, CEO of VML Philippines; Nonthaporn “Pulp” Ketmanee, Senior Creative Director of Publicis Groupe Hong Kong; and Valerie Madon, Chief Creative Officer of McCann Worldgroup Asia Pacific.
The panelists kicked off the discussion by exploring how the all-female Gerety Awards jury influences their approach to evaluating campaigns. Valerie acknowledged that, while the standards of excellence remain consistent across prestigious award shows, the Gerety Awards offers something distinct. “I didn’t judge it differently from any other shows because we are celebrating the best creativity no matter what the show is,” she explained. “But what I look forward to the most is hearing and seeing the perspectives from other female judges because they often bring a fresh viewpoint. As a woman myself, I’d think, ‘Yes, I see that,’ and feel grateful for having more sisters on the bench.”
Many of the Grand Prix winners from the Gerety Awards, such as “Runner 321” and “WoMen’s Football,” have also triumphed at other globally recognized competitions, including Cannes, underscoring the universal impact and brilliance of these campaigns across diverse juries.
Each panelist then selected and dissected a Grand Prix-winning campaign from the Gerety Awards. Golda talked about “WoMen’s Football” for Orange by Marcel Paris, praising its ability to challenge gender biases in sports while delivering a powerful, visually compelling narrative.
Pulp chose “Runner 321” for adidas by FCB Canada, impressed by its approach to raising awareness for neurodivergent athletes, calling it “a beautiful tale of humanity.”
Valerie selected “My Japan Railway” by Dentsu Japan, commending its meticulous craftsmanship and emotional resonance. She noted how it reminded her of the irreplaceable human touch in an increasingly automated industry.
The conversation then shifted to the interplay between craft and idea, and how both are essential in creating successful campaigns. Pulp said, “It always works together — craft and idea. Crafting the idea is just as important as crafting the execution.”
Valerie added that while good craft can capture attention, the real impact comes from the strength of the idea. “What makes work iconic is the idea. The idea is extremely important; it should be the first thing we aim to do.” She elaborated that without a solid creative foundation, great craft alone cannot drive lasting change.
When asked about emerging trends in the industry, all panelists agreed that the role of technology, particularly AI, is becoming more significant. However, human creativity remains irreplaceable. “AI can help ensure the right person is in the right job, but human craftsmanship will always be essential,” noted Pulp.
As the session came to a close, the panelists reflected on what drives them to continue pushing the boundaries of creativity. Pulp humorously admitted, “Clients want something cheap, fast; fast, and cheap,” highlighting the pressure creatives face in balancing budget constraints with producing high-quality work. Yet, she remains motivated by the challenge to innovate, especially with the growing integration of AI in the creative process.
For Valerie, the competition is personal. “The competition is yourself,” she said. “It’s about helping my team outdo themselves, surprising them with what they can achieve.”
Meanwhile, Golda reflected on the importance of pushing boundaries in creative work. “That healthy level of insecurity and envy makes you realize it’s possible to push creativity, and it’s possible to push boundaries,” she said, encouraging creatives to always strive for excellence. “However, it’s not just about winning awards. It’s being able to contribute to an industry that is constantly evolving — to become more inclusive and forward-thinking.”
adobo Magazine is an official media partner of the 2024 Gerety Awards.
