WARC Awards for Effectiveness: 2021 Customer Experience Judges

Dara Treseder

Chair of Judges
Senior Vice President, Head of Global Marketing & Communications, Peloton
At Peloton, the world's largest interactive fitness platform, Dara sets the strategy and goals to build the brand and drive the company's growth and international expansion. She also oversees brand and strategic marketing, consumer insights and strategy, communications, and creative. A veteran CMO, Dara was previously the CMO of Carbon and the CMO of GE Business Innovations & GE Ventures.

Dara Treseder

Bea Atienza

Impactful Brand Experience Leader, Colgate Palmolive
Bea has spent more than 16 years handling local, regional, global remits based in Manila, Shanghai, Singapore. Her approach to strategy merges brand planning and consumer cultural insights with digital engagement and ecosystem strategy. Prior to Colgate Palmolive, she was Chief Digital Strategy Officer at Dentsu Philippines and General Manager of iProspect, the group’s performance agency. Stints at Edelman Digital and McCann Shanghai preceded DAN.

Bea Atienza

Sara Bravmann

Senior Manager, Creative Strategy, Imagination
Sara has more than 10 years of experience in brand strategy, integrated marketing and digital media, and currently manages the Ford and Chivas Regal accounts. A recent London transplant from New York City, she has worked to drive growth and innovation across agencies, brands and non-profits, including leading digital transformation projects at Time Magazine, The Oprah Media Group and Harvard Medical School.

Sara Bravmann

Chris Cable

Data, Analytics and Strategic Planning, Diageo North America
Having worked for more than a decade in the US, UK and Australia, Chris oversees the implementation of cutting-edge technologies to assess Diageo’s nearly $1bn in annual advertising and promotional spend to maximize efficiencies and effectiveness across the full portfolio.

Chris Cable

Lauren Cadman

Director, Mindshare Shanghai
A truly global strategist, Lauren’s seven-year journey at Mindshare started in her native London and has since spanned the globe – from Europe and South-East Asia, now to the world’s most advanced digital economy in China. Working with her team, Lauren crafts provocative, innovative and award-winning media strategies for Nike.

Lauren Cadman

Marie Feliho

Global Head of Customer Retention, Just Eat
Marie has led the transformation of JustEat’s customer engagement strategy, joining up marketing and customers’ product experience, as well as integrating machine-learning, personalisation and a good dose of human warmth and fun to the relationship with customers. A data-driven customer marketing strategist with 18 years’ experience at companies including TalkTalk and lastminute.com, she champions customer-centric creativity and collaboration across all business units.

Marie Feliho

Agathe Guerrier

Global Co-Chief Strategy Officer, TBWA\Worldwide
With Emma Montgomery, Agathe leads strategy across the global collective. Together, they share oversight of the agency’s Disruption methodology, brand and connections strategy, customer experience design, as well as TBWA’s culture lab Backslash, and its research and intelligence platform Knowledge. Agathe began her career at France’s BETC Euro RSCG before joining Mother London, then moving to BBH.

Agathe Guerrier

Elav Horvitz

Global Innovation Director, McCann Worldwide
Elav leads innovation for McCann Worldgroup, overseeing the HumanTech offering, which provides design-thinking based methods and processes for client challenges. Partnering start-ups, tech companies, industry experts and teen entrepreneurs, Elav brings her network to clients to inspire, ideate and prototype cutting-edge solutions. Elav’s experience in technology stems from her programming experience in the Israeli army and her connection with tech companies.

Elav Horvitz

Samantha Kelley

Vice President, Strategy, PHD Touche!
Samantha is one of the pillars of the Touché! executive teams and leads the Canadian Tire Corporation account. Equally left- and right-brained, she excels at scouring data for meaningful insights and transforming them into consumer-focused strategies. At the same time, she delivers creative and innovative solutions as memorable media touchpoints to consumers. She is one of Canada’s most awarded media professionals.

Samantha Kelley

Bessie Lee

Founder & CEO, Withlink
Withinlink is a China-based start-up incubator and early-stage venture fund focused on marketing technology that supports China’s media communications industry. She has more than 30 years of experience in the media communications industry in Greater China, across a number of WPP companies. She was formerly CEO of WPP China and also served as the CEO of GroupM China.

Bessie Lee

Patricia McDonald

Global Head of Strategy and Consulting, Dentsu Creative
Pats McDonald, is a multi-award-winning global strategist who has lead the strategic and creative development for brands from Levi's to Unilever to Sony and Kellogg's. Her career spans over 20 years at many of the UK's top agencies. In her current role, Pats is responsible for working to support the delivery of world-class capabilities and services.

Patricia McDonald

Andreas Moellman

Founder, R8 Ball
Andreas is a digital brand strategist at the intersection of business and marketing, creativity and technology. In the last 25 years, he set up and managed strategic planning departments at network agencies (BBDO, DDB, Saatchi & Saatchi) and digital agencies (SapientNitro, Isobar) in Amsterdam, Berlin, London, Shanghai, Hong Kong and Tokyo. Currently, Andreas consults on digital marketing and brand-building across APAC.

Andreas Moellman

Caroline Parkes

Chief Experience Officer, RAPP
Caroline describes herself as a creative strategist with data smarts. She has led the strategy helm at numerous data-driven and digital agencies, and now leads the team at RAPP. She is an expert in loyalty programmes and customer engagement. She has worked on Britain’s best loved brands including Virgin, IKEA, Boots, Jaguar Land Rover, Compare The Market and first direct. She’s a seasoned judge of work that works, and values colourful thinking and commerciality outcomes in equal measure.

Caroline Parkes

Jacobo Pérez del Pulgar

Innovation Director, PS21 Group
In his current role, Jacobo leads experience, business and brand innovation projects for the likes of Nike, Diageo, Google and Diesel across Europe, the US and Latin America. He has been awarded at marketing and creative awards including Cannes Lions, Eurobest and WARC. He also develops courses about innovation, techno-creativity and strategic design.

Jacobo Pérez del Pulgar

Justin Peyton

Chief Transformation and Strategy Officer, Wunderman Thompson APAC
Justin helps brands solve today’s business challenges and drive their bottom line by connecting capabilities such as data, experience, technology, media and creativity and focusing them around a real consumer problem to create desirable solutions. He has worked across a wide range of categories, on brands including, Samsung, HSBC, Astra Zeneca, Unilever, Nissan, and EA Games, helping them in their transformation journeys.

Justin Peyton

Kimberly Ragan

Creative Director, CX, Direct & Digital, Colenso BBDO
Kim loves work that pushes the boundaries and is passionate about helping people experience brands in a way that makes them become a meaningful part of their lives. She has had work recognised at every major international award show, including Cannes, One Show, AdFest Grand Lotus and Spikes, as well as having work appear on CNN, Forbes and The New York Times.

Kimberly Ragan

Carmina Serrano

Independent Marketing and Communications Consultant, (independent)
With more than 15 years of experience in advertising and communications, Carmina now works as a consultant and teaches the CEU-Publicis master's degree in advertising creativity and innovation. She has worked at many networks, most recently Zenith, as Strategy Integration Director, and before that as Head of Digital & Innovation at Leo Burnett. She has worked on accounts including Carrefour, Diageo and LVMH.

Carmina Serrano

Monali Shah

Africa Head, Marketing Communications, The Coca-Cola Company
Kenyan born and raised Marketing Communications Executive with over 20 years of experience in FMCG, Telco, Banking and Entertainment Industry having had experiences at MTV, Ogilvy and The Coca-Cola Company amongst others. Some awards include 2020Global 100 Under 40 Most Influential People of African Descent in Media and Culture, African Marketing Professional of the year 2019,2019 Top 10 Brand Representatives Loeries MENA.

Monali Shah

Belynda Sim

Head of Cultural Intelligence, TBWA Singapore
Bel has more than 20 years’ experience in driving communications and brand strategy. At TBWA, she leads Backslash APAC, an editorial and cultural strategy start-up that inspires and informs the network and clients about culture as it happens, helping to convert cultural insights into brand opportunities. She has qualitative research experience at Flamingo Research International, specialising in exploratory (NPD) research, ethnography and cultural intelligence.

Belynda Sim

Matt Simms

Strategy Director, WhiteGREY
Matt’s experience stretches across brand and customer strategy as well as behaviour change and service design projects. He started in journalism before shifting into political consultancy and then moved into agencies in London, Hong Kong and Australia. He has been involved in campaigns that have been awarded Gold and the Grand Prix at WARC’s Effective Innovation Awards.

Matt Simms

Duane Varan

CEO, MediaScience and HARK Connect
Previously, Dr. Varan was Professor of Audience Research at Murdoch University in Australia where he was the recipient of numerous awards, including the Australian Prime Minister’s Award for University Teacher of the Year, author or co-author to over 80 peer-reviewed publications and where he generated over $10 million in research grants. He is a pioneer of new research methods integrating neurometric measures (galvanic skin response, heart rate, EEG, etc.), eye tracking, facial expression analysis and response latency testing.

Duane Varan

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