Which industry members will be judges at The Wires this year? Find out the first names revealed below…

As 2025 unfolds, we reveal the first wave of judges who will evaluate entries to this year’s The Wires. To those unfamiliar with the awards, The Wires recognises the best of digital media, marketing, and commerce. November will mark the ninth yearly ceremony, approaching almost a decade of ExchangeWire celebrating and rewarding the very best of our dynamic, ever-evolving industry. 

Our judges have been carefully selected from a range of brands, agencies, and publishers; individuals with knowledge of the industry and an eagerness to appraise contributions to the ad tech ecosystem throughout 2025. As always, they span the globe, from Europe to APAC.  

We asked them why they are looking forward to judging The Wires 2025, what being a judge means to them, and what they believe will make a winning campaign/product. Here’s who they are, and what they said… 

Roy Lan, Regional Head, Brand Partners, Adidas

APAC 

Being a judge at The Wires 2025 offers an exceptional platform to assess groundbreaking marketing campaigns from around the world. A winning campaign will seamlessly blend creativity with strategic execution, demonstrating measurable impact that aligns with its objectives. Judging will be an honour; it enables us to celebrate and elevate the outstanding talent within the marketing industry while contributing to a global discourse on innovation and excellence. 

Elsa Demain-Griffiths, Director, Digital Sales & Innovation, The Telegraph

UK 

A winning campaign or product, in my view, should showcase originality, creativity, and a genuine passion for our work, all while maintaining a focus on measurable outcomes and data integrity. Digital advertising offers an exciting opportunity to push boundaries, so let’s continue shining a spotlight on innovation and driving impactful results.

Stéphane Gillet, Head of Programmatic & AdOps Europe, Trainline

EMEA 

I’m thrilled to join the Judges panel of The Wires 2025, one of the most prestigious events in the digital advertising world. The opportunity to explore and be inspired by the latest innovations from leading ad tech companies is truly exciting. Beyond accessing strategic insights, the chance to engage with industry experts and exchange best practices makes this experience even more valuable. 

As a Judge, I believe that a winning campaign or product must strike the perfect balance between performance, innovation, transparency, and user experience. Our industry is in constant evolution, shaped by the demands of advertisers and agencies, as well as the standards set by the sell-side. The dynamic between these two sides is what propels us forward. In an ecosystem that evolves rapidly, it’s also essential to consider the impact of our actions on the planet and explore ways to minimise it. For me, being a Wires Judge is not only about recognising excellence but also about championing a more sustainable and transparent future for digital advertising. 

Shereen Chand, Director of Marketing Operations & Technology, Verticurl (a WPP Company) 

US

​​I am honoured to be a judge for The Wires 2025, celebrating innovation and excellence in digital media, marketing, and commerce. I’m excited to see groundbreaking campaigns and products that push the boundaries of creativity, technology, and measurable impact. A winning entry should not only showcase originality and strategic execution but also demonstrate tangible results and a deep understanding of audience engagement. Being a Wires judge is a privilege, allowing me to contribute to recognising the best in the industry while gaining fresh perspectives from global leaders shaping the future of digital marketing.

Valerie Puah, Brand Strategist, Moomoo SG

APAC 

As a fellow marketer, I see this as an opportunity to celebrate breakthrough innovations in ad tech and digital marketing. I have always been excited about data-driven marketing, leveraging new technologies, and creative execution. I believe this offers me an opportunity to analyse cutting-edge campaigns and products that drive the industry forward. I’m excited to be inspired by brilliant marketers who are cutting through the noise and forging authentic connections with their audiences. Being able to contribute as a Wires judge will be both an honour and responsibility. It's not just about recognising good work but setting the tone for new age marketing. Personally, I see this as an opportunity to be more involved in the evolution of marketing and a chance to learn from some of the most talented professionals in the field.

A winning campaign or product will stand out by its effectiveness, and measurable impact. Here are 3 main aspects of consideration:

• Strategy: A clear understanding of the audience's pain points, and how the brand/product can help address these issues.
• Execution & creativity: A well-thought campaign that integrates multiple touchpoints, leverages on innovations in ad tech to engage deeper with the target audience.
• Measurable results: Tangible success metrics that prove the campaign’s effectiveness, ROI, engagement or brand lift.

Charlie Celino, Strategic Development Director, News UK

UK 

The industry continues to push boundaries, and I can’t wait to see the groundbreaking innovations that have reshaped how advertisers connect with consumers. The Wires spotlight true advancements, and it’s exciting to be part of recognising the work that sets new standards. It’s an honour to be part of a panel that gets to shine a light on some of the most impressive and effective work in the industry. 

A standout campaign isn’t just about creativity – it’s about forward-thinking strategy, seamless execution, and tangible results. Innovation, strategic vision, and ease of activation all play a role, but ultimately, the best work delivers real impact for both brands and consumers. 

Joseph Cinko, Head of AV, Bountiful Cow

UK 

The opportunity to analyse great work is what makes being a judge so exciting. It’s amazing to see how different teams have approached similar problems or objectives for campaigns, and the different solutions they have executed. That’s what I’ll be looking for, difference. A winning campaign for me will be one which approaches things differently, finding opportunities for their activity to stand-out against what would otherwise be considered normal behaviours. Whether that’s challenging category norms, using insight to target an untraditional audience for their brand, or being the first to trial an underused product in a unique way. Acting differently, showcasing how the problem was discovered, and providing the results to back it up, that’s the winner.

Ahsanur Rahman, SVP Head of Media & Digital Marketing, bKash Limited

APAC 

As a judge for The Wires 2025, I am thrilled to witness and celebrate the innovative strategies that are shaping the future of digital marketing globally. This role presents a valuable opportunity to explore and understand the most innovative and effective campaigns, keeping me at the cutting edge of our dynamic industry. Serving as a Wires judge signifies being part of a prestigious global expert panel dedicated to upholding the highest standards of excellence and innovation in digital marketing. I am excited to contribute to recognising and celebrating the industry's top achievements. 

A winning campaign or product, in my opinion, is distinguished by its creativity, innovation, and measurable impact, successfully engaging its target audience and delivering exceptional results.