It is an honour and very exciting to be serving as jury president for the Effectiveness category. Asia Pacific is continuing to lead the world in early adoption of technology and new content consumption behaviors and this drives the development of very complex and fast evolving communications solutions. Effectiveness KPIs is a complicated and contentious space these days and I am looking forward to seeing the work that represents the best of the region.
Rachelle Berges is the Head of Media and Connections, Total Brand Experience - Johnson &Johnson Asia Pacific
She is responsible for leading the Total Brand Experience Connections and Media agenda through the Johnson & Johnson Marketing teams, network of agencies and partners in the region. She is playing a key role in driving the development of connections and content ecosystems which inspires and responds to the complex way which consumers engage consume content on screens and other media. She is a strong advocate of innovation and non-traditional thinking while respecting the prevailing dynamics that drive business growth and success.
Rachelle has a 20 year career in advertising and media and joined Johnson &Johnson Asia Pacific in Singapore in early 2015. She spent 10+ years working agency side on multinational accounts at Ogilvy, Mindshare and Maxus based in Australia, Japan, Hong Kong and Singapore, 9 years in-house leading both Global and Regional Media Strategy, Partnerships and Trading for Motorola in APAC and the US.
Rachelle is actively involved in industry issues and most recently was on discussion panels at Digital Matters Singapore Conference and Marketing Innovation Conference focusing on digital data and it's impact on content development as well as controversial matters including fraud and 3rd party measurement. She feels that the average advertisers' ability to track effectiveness and optimize content will soon quantum leap and disrupt many long held industry benchmarks and currencies at scale.