WARC Awards – 2019 Effective Social Strategy Judges

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Chair of Judges

Christine XuChristine Xu – Vice President, Chief Marketing Officer, McDonald’s China

Christine Xu is Chief Marketing Officer of McDonald’s China, and is the first person from mainland China to hold this position in the history of McDonald’s China. Through the years, as a result of Christine’s direction and leadership, McDonald’s launched a series of new brand promotions that were not only well-received by the Chinese market but also won the company many industry accolades. In 2012, she was recognised as one of Advertising Age’s 'Women to Watch in China' which reflects the imprint she is making in the broader industry. Christine’s experience and local insights have bolstered McDonald’s brand leadership in China specifically in family and digital marketing.

The Panel

Mark CarrollMark Carroll – Senior Creative Strategist, Snap Inc.

Mark has over a decade of experience working across digital and social strategies within creative agencies including TMW, Grey and H+K. As part of the Snapchat London Creative Strategy team, he helps a broad range of clients and agencies to unlock the creative power of Snapchat, engaging their unique audience through mobile video and the camera.

Fran CassidyFran Cassidy – Founder, Cassidy Media Partnership

Fran has more than 25 years’ experience in the marketing sector – in agencies, as a client, and as a media owner. For 12 years, she was Marketing Director of Carlton Television. She has also been Head of Marketing for major outdoor and cinema advertising companies. She now leads Cassidy Media Partnership, an independent marketing consultancy specialising in online and offline media, marketing services and the entertainment sector across Europe, the US, Asia and LatAm. Fran is a Board Director of The Marketing Society in the UK and regularly chairs professional development courses for the European Group of Television Advertising (EGTA) companies.

Thomas GregorskiThomas Gregorski – Global Vice President Digital Strategy & Customer Engagement, Epsilon

Thomas is an integrated marketing professional with 20 years of experience developing and managing multichannel marketing programmes both at agency- and client-side. Currently at Epsilon, Thomas manages a Global Digital Customer Engagement team, including both paid and owned social media strategy. Epsilon’s focus on data allows him to help clients better leverage the opportunities un-structured social data provides to inform business and marketing decisions. Before joining Epsilon, Thomas was Dell Consumer’s Global Social Media Director. He also spent eight years at Dell as Global Consumer Brand Manager, as well as Consumer Catalog/Direct Mail and Email Director for the Americas.

Catherine HeathCatherine Heath – Founder and Global Chief Strategy Officer, Once Upon a Time Brands

Catherine is a passionate storyteller with over 15 years of experience leading global strategy teams across APAC, the US and MENA for agencies such as TBWA\Chiat\Day, M&C Saatchi, McCann Worldgroup, HUGE and Edelman. Catherine has deep category experience in technology, financial services and entertainment marketing, leading global strategy for brands such as Google, Microsoft, VISA, FOX/FX and Nike. Catherine is also an extremely experienced industry speaker having delivered key addresses at events such as Cannes Lions, SXSW, Dubai Lynx and D&AD, as well as appearing across TV, print and digital media outlets as an expert on industry and audience trends.

Jakub HodbodJakub Hodbod – Strategy Director, Ogilvy New York

Jakub leads the integration of social strategy and brand planning for key global clients at Ogilvy New York. His specialty are dynamic strategies that overcome the gap between creativity and media. Prior to moving overseas, Jakub shaped the transformation of Ogilvy and Social.Lab Belgium, combining Social.Lab's state of the art approach to content amplification with the creative powers of Ogilvy. As a result of his strategy leadership, Ogilvy Social.Lab scored a prestigious D&AD Yellow Pencil, and became the most awarded agency at the 2018 Euro Effies, as well as the Grand Prix winner.

Kim HoeuKim Hoeu – Head of Paid Social, APAC, Essence

Kim is a seasoned digital marketer with a passion for social media planning and strategy development. Kim graduated from the University of Leeds with a master’s degree in International Marketing Management. She joined Essence in London in 2015, where she was responsible for evolving the agency's social media proposition in the EMEA region, ensuring that it resonated with clients and prospects alike. She was also in charge of setting up and communicating paid social best practices across Essence globally. In 2017, Kim moved to Singapore to set up Essence’s APAC social media proposition in the region for clients such as Google.

Jai KotechaJai Kotecha – Managing Partner & Global WPP Lead, Ogilvy

Jai has over 15 years’ experience in digital and marcomms, having worked with industry-leading clients and agencies in Sydney and London. In London, Jai has acted as Managing Director at social media agency Pass It On Media, working with clients including Warner Music, Amnesty International, Great Ormond Street Hospital and Ben & Jerry’s. He then was Social Media Director at The Red Brick Road, where he set up the social media department as well as expanded the agency’s social media and digital capabilities. In 2012, Jai joined Ogilvy as Associate Director, heading up agencies on pan-European clients including Unilever, Philips, British Airways, HSBC and ŠKODA. Jai is now Managing Partner, running a team of 90 within the agency, in addition to leading a WPP Horizontal account across various agencies.

André van LoonAndré van Loon – Research & Insight Director, We Are Social London

André has more than 10 years’ experience working with global brands, measuring marketing effectiveness and media reputation. André has worked in social media, advertising and PR measurement, with brands and organisations including Activision, NBCUniversal, YouTube, Samsung, the Council of the European Union and the European External Action Service.

Hans Lopez-VitoHans Lopez-Vito – Chief Operating Officer, Greater China, BBDO

Hans’ foray into the marketing field began when he was cast for a TV ad in the Philippines. Twenty-four years and a few digital disruptions later, Hans now works ‘behind the scenes’ as Chief Operating Officer at BBDO Greater China – one of the few in the industry with an account planning background. Under his leadership, BBDO’s China campaigns have won over 40 strategy and effectiveness awards including multiple golds at the WARC Prize for Asian Strategy as well as a WARC Awards Grand Prix for Social Strategy. He was also Campaign’s Greater China Planner of the Year in 2013.

Callum McCahonCallum McCahon – Strategy Director, Born Social

Callum is responsible for setting the direction of social strategy across the agency, ensuring clients see real business value from social media. He was recently named in the MediaWeek 30 under 30, and is a regular contributor to Campaign and The Drum.

Aoife MurphyAoife Murphy – Strategy Director, Boys and Girls

Aoife is an award-winning Strategy Director for Ireland’s largest independent creative agency, Boys and Girls. With experience in European and Australasian markets, her past projects include global social strategy for alcohol brands, digital product innovations for FMCG and communications strategy for world-first experiences. Her belief in the strength of an integrated approach has resulted in success at international effectiveness awards including ADFX and Effies. A regular writer and speaker, Aoife has contributed to international marketing titles and is a regular on panels.

Martin SmithMartin Smith – Strategy Director, Twelve

Martin has a 20 years’ experience in all types of creative agency and output: from brand to shopper, PR to CRM, digital and social to brand partnerships and innovation. He previously worked at Geometry, Cake, Saatchi & Saatchi, Mother and BBH. He has won IPA Effectiveness, Cannes Lions, Effie, IPM and MMA awards.

Mike TeasdaleAlex Steer – Chief Product Officer, Wavemaker

Alex is responsible for leading Wavemaker's overall offer development, with a particular focus on greater effectiveness through the use of data, analytics and technology. Before helping form Wavemaker in 2018, he was Chief Strategy Officer at WPP media agency Maxus, and before that held strategy and analytics roles at Ogilvy, Kantar and Fabric (part of WPP Digital). A regular speaker and writer on marketing effectiveness, he was on the judging panels for 2018's IPA Effectiveness and UK Effies Awards.

Mike TeasdaleMike Teasdale – Founder and Planning Director, Harvest Digital

Mike is co-founder of Harvest Digital, a leading performance-based digital marketing agency in London. Having started his career as an advertising copywriter, he has spent the best part of the last two decades working in digital marketing, with brands such as Graze, Tesco and The Economist. He is also an Adjunct Professor at Hult International Business School, helped to set up the IDM's Award in Digital Copywriting and has presented at numerous conferences, including three times at SXSW in Austin Texas. Mike is an investor in and advisor to a number of other businesses including Brainient, toucanBox, Solvasure, Pollen Capital and Race Nation.

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