• Transform magazine
  • May 22, 2018



The judges

The Transform Awards Europe will be judged by a panel of industry experts across a multitude of sectors. We have purposely looked for a panel that has experience of and knowledge in branding, marketing, corporate communications and advertising for a wide perspective. The judges mark the entries on a criteria that correlates to the information asked for in the entry statement. The scoring is done on a points system and the judges score anonymously. Winners are determined by the scores they receive and only entries scoring high enough marks will reach the shortlist and win a trophy.

Our 2018 panel can be seen below. If you are interested and believe you have the necessary background to be a judge, please email Valentina Rimatori.

Alessandra Almeida Jones
Head of marketing and communications
Baker McKenzie

Alessandra is a seasoned marketing and communications professional with a track-record in building brands for professional services firms.

Particularly skilled in creating thought leadership campaigns that drive both brand awareness and profitable client conversations, she has pioneered many award-winning first of a kind marketing initiatives.

Alessandra is a regular speaker at marketing forums and has a MBA from Cass Business School. Currently head of marketing and communications at Baker McKenzie in London, she has held senior positions at Linklaters, KWM and ABN AMRO, among other high profile organisations.

Matthew Ansell
Brand marketing and digital communications specialist
Matrix Marketing Ltd

A brand marketing and digital communications expert who specialises in helping entrepreneurial businesses build brands that stand out. During a 25 year career, Matthew has worked agency and client side with leading brands in Sports (Wimbledon Tennis, Arsenal FC, Manchester United), Hospitality and Leisure (Liberty Living and Saga), Financial Services (Lloyds Banking Group, Westpac and RSA) and Education (Study Group). A returning judge, he also picked up a Silver award in 2016 for his work with Liberty Living. Matthew holds an MBA with distinction from Ashridge Executive Education.

Alex Baker
chief commercial officer

Alex is a retail nerd and curious about how digitalization and innovation can change our lives, both as consumers but also as brands and companies. Ales is the founder and president of the executive retail network RIO  (Retail+Innovation+Omnichannel) at the Swedish Marketing Association in Stockholm where he also is a member of the executive board. Alex is a frequent guest on the retail scene in northern Europe and speaker when it comes to digitalization in retail. Since November Alex is the Chief Commercial Officer at ClickSys, a Swedish tech start-up specialized in digital in-store. ClickSys mission is to re-define retail with digital experiences by bridging the digital and physical worlds. Alex is a fan of agile methodology and hypothesis driven innovation. Previous to ClickSys Alex used to work for the Swedish retail FMCG giant ICA as Head of Concept for digital in-store and innovation.

Lorna Blackmore
Director of communications
Flagship Group

Lorna has over 16 years’ experience in communication and marketing and has been director of communication at Flagship Group since August 2014. She leads a team responsible for market research, enterprise marketing, brand management, media relations, internal communication and corporate communication.

A member of the senior management board Lorna provides counsel to senior leaders on company positioning and reputation, crisis management and thought leadership. She is passionate about brand culture – where both brand and culture are driven by the same purpose and values – brought together into a single guiding force for the company.

Louise Brierley-Ingham
Communications and copywriting consultant

Liz Brown
Communications specialist, brand and digital media
British Steel

Liz led the creation and implementation of British Steel’s new brand, which was launched last year – although her work with B2B branding stretches back more than 20 years. Her most recent brand work included creating a visual identity, company values and new ways of working for British Steel – an old name but a fresh start. With 4,800 global employees and annual steel production of circa 3 million tonnes, the brand journey to engage stakeholders was challenging but extremely well received – and continues! Her work also involved developing new digital platforms, including the company’s intranet and website.

Federica Carlotto
Senior lecturer and cultural strategist
Regent’s University London

Federica is a cultural strategist and academic in the field of luxury, fashion and beauty. Currently, Federica works at Regent’s University London as senior lecturer in Luxury Brand Management, and collaborates on ad-hoc qualitative projects with boutique consultancies and niche companies. Scholarship grantee of the Japanese Ministry of Education (MEXT) from 2005-2010, Federica has received her Ph.D. in Fashion sociology from Bunka Gakuen University (Tokyo) and her MBA from Grenoble Graduate Business School (GGSB).

Kate Dale
Head of brand and digital strategy
Sport England

Feminist firebrand and former journalist Kate Dale is responsible for delivering This Girl Can, Sport England’s multi-award-winning campaign, which is changing the way millions of people think about exercise and physical activity, and has seen 2.8 million more women get active as a direct result. 

Prior to this, Kate spent 10 years as a trade magazine editor before becoming a brand and content specialist  for major online banking institutions including Barclays.  When time permits, she like to takes part in triathlons as well as performing with immersive theatre group, You Me Bum Bum Train.

Rupert Daniels
Global marketing director
Cambridge University Press

Rupert is the Global Marketing Director for Cambridge University Press where he's leading the development of Cambridge’s global marketing strategy and shaping the transformation of the world’s oldest publisher into a 21st Century digital content brand.

Rupert has over 20 years of inter-disciplinary global experience in general management, sales, media rights, digital, production, branding and marketing. Prior to joining Cambridge he held senior marketing and sales positions at Arsenal Football Club FIFA and 1GOAL.

Martin Davies
Head of communications

Martin Davies is head of communications at BDP, an international architecture, engineering and design practice. He leads the communications team which promotes and publicises the work of the practice in line with its brand and design ethos, and provides strategic direction for all aspects of marketing and communications across all 11 studios, and all professions and sectors.

Katy Donovan
Brand manager
Cancer Research UK

Katy is a Brand Manager for Cancer Research UK, one of the country’s most-loved charity brands. Along with her team she is responsible for developing, refining and implementing brand strategy throughout the organisation. Across all of the charity’s activities, she drives brand coherence to increase attribution from their wide range of audiences including researchers, patients, government bodies and fundraisers. Before joining Cancer Research UK, she worked agency-side in both Dublin and London, with a range of brands from local through to beloved national brands and global conglomerates. With a passion for brand, Katy believes in using it as an accelerator to help organisations achieve their purpose.

Gale Foster
Head of design and brand
Southbank Centre

Gale has been working in design and branding for over 15 years. She started her career agency-side for clients such as San Miguel, Virgin and Premier Inn before moving in-house to pursue a more cultured career path! She now heads up Southbank Centre’s in-house design team and has spent the last year working closely with branding agency North to develop and implement an exciting new branding system for the organisation. The new brand turns the communications on their heads: making Southbank Centre’s name the central voice in everything they do. With so many artforms, artists, stakeholders and partners it’s a tough gig, but with an audience-focussed logic and a simple visual strategy it’s already having a powerful effect on the look and feel of the iconic London site.

Shane Greeves
Global executive creative director

Shane is the Global Executive Creative Director, at FutureBrand. With experience working across large global

brands such as: Vodafone, Lenovo, Motorola, Nokia, Barclays, RBS, Julius Baer, Nordea, Zurich, ABInBev,

UEFA, FIFA, United States Postal Service, the US Army & London 2012 Olympics & Paralympic games.

Shane has judged and won awards at many of the industry’s most prestigious ceremonies, including D&AD,

Design Week, Communication Arts and Graphics.

Shane is also involved with the McCann Worldgroup Global Creative Council.

Lawrence Hall
Head of communications
ZPG plc

Lawrence is head of communications at ZPG Plc (formerly Zoopla Property Group Plc) which owns and operates some of the UK’s most trusted property and household-related digital brands including Zoopla, uSwitch, PrimeLocation, Money, Hometrack and Property Software Group. Lawrence is responsible for communications, social and content across the Group's multi brands and was a very early team member of ZPG. He has played key role in a business that has gone from start-up to stock market, acquired 15 businesses, grown revenues from zero to over £200m, attracts over 50m visits a month to its platform, works with 25,000 partners and floated on the London Stock Exchange and is currently valued at nearly £1.6bn.

Clint Hayashi
Director, marketing communications

Clint Hayashi has more than 16 years of experience working with global brands in the media, entertainment and technology sectors. Clint currently is Marketing and Communications Director at Expedia Affiliate Network brand (EAN), the B2B business of Expedia group. EAN powers travel brands around the world with its innovative technology and supply from over 350,000 hotels worldwide. Clint’s remit covers brand and digital, product and partner marketing.

More recently, Clint served as Head of Communications at Expedia EMEA leading corporate, consumer and internal communications across 14 markets. Prior to Expedia, Clint was Director of Corporate Communications & Media Relations at NBCUniversal International with oversight of corporate communications across the company’s businesses – International Television (Channels, Production & Distribution) and Home Entertainment.

Prior to NBCU, Clint managed EMEA communications at Yahoo! and was with Disney for several years in the Consumer Products and Interactive divisions managing corporate and consumer PR.

Jon Hunter
Head of design
Transport for London

Jon Hunter has worked at Transport for London for ten years, previously working for agencies in the Midlands. He currently leads a multi-disciplinary team who manage the design of all things – from the graphical world of branding strategy through to the physical delivery of uniforms, trains and stations.

Jo McClintock
Global brand director

Jo McClintock leads the brand for Lebara, the universal brand for the world’s migrant community, helps people unite across borders, generations and cultures. Founded in 2001, the Lebara Group has built a trusted telecoms business with operations globally, offering inclusive and accessible products and services that make migrants’ lives easier – from communications, to entertainment and financial services.

Jo is responsible for brand strategy and execution, creative, brand licencing, integrated multi-channel marketing campaigns. With over 10 years’ experience in brand and marketing, she is a real believer and creator of purpose led brands that have true relevance and disrupt the norm.

Martha McKenzie-Minifie
Head of corporate communications

Martha McKenzie-Minifie is ING head of corporate communications, UK Region. Her experience in marketing and communications includes almost 10 years as a journalist on daily, weekly and Sunday newspapers and magazines before joining ING in 2009. Martha has been a spokesperson on consumer economics for several years and appeared on BBC News, Sky News and CNBC during that time.

She has lead the bank’s UK Region Corporate Communications team since 2016.

Outside of ING, Martha was a board member of Women in Banking and Finance until September 2017 and oversaw a bold rebrand of the membership organisation during her time as head of marketing and communications.

Martha holds a Master of Journalism from the University of Queensland, an advanced certificate in Public Relations from the Chartered Institute of Public Relations and a Bachelor of Arts (English) from the University of Canterbury. 


Mike McNeil
Head of brand strategy
Sir Robert McAlpine

Mike is responsible for leading brand development at major UK construction and civil engineering company Sir Robert McAlpine. Originally from an engineering background, Mike has 20 years’ experience in marketing and communications. Working in a highly competitive sector, Mike understands the importance of perception and reputation.

Sarah Miles
Director of brand, marketing and communications
io oil & gas consulting

Sarah Miles is a branding and marketing leader in the energy industry with rich and varied experience across global brands.

Miles is the Director of Branding and Marketing at io oil & gas consulting, a JV of GE Oil & Gas and McDermott, where she leads the company’s brand, marketing and communications activities and has led io to multiple award wins as well as high levels of media and industry visibility.

Prior to this, Miles held a number of marketing directorial roles and spent more than 10 years at Shell, most latterly as Global Head of Premium Fuels Brands

Sheona Michie
Head of brand and marketing
Action for Children

With over 20 years commercial experience as a brand specialist (Identica, WPP, Wham) working for international clients, from Diageo and Aeroflot to Nike and Vodafone, Sheona moved into the charity sector in 2011 to help rebrand CRUK. Constantly curious about finding new ways for brands and people to connect, Sheona views branding as the strategic driver to inspire, improve and deliver results (from big ideas and beautiful creativity, to real brand engagement and activation, inside and out).

Yasmin Mukhida
Brand strategy manager
Premier Inn

Yasmin is brand strategy manager for Premier Inn, the UK’s largest hotel company. In her role, she helps define and deliver the future vision for the brand, building meaningful communications throughout the guest journey.

After graduating from Bristol University, she started her career in creative agencies for large financial clients, including Lloyds Bank, Aviva and the London Stock Exchange. She then specialised in hospitality brand management at GLH Hotels, where she launched Amba Hotels and Thistle Express, and created an umbrella brand for the portfolio.

For her, building a successful brand is all about having empathy; for guests and employees alike. And second to that, consistency, in the end-to-end customer experience.

Olivia O'Toole
Head of leisure marketing and strategic partnerships
London & Partners

Olivia O’Toole is head of leisure marketing and strategic partnerships at London & Partners, the Mayor of London’s official promotional agency, which is also the official tourist board for the city and runs visitlondon.com. London & Partners’ purpose is to support the Mayor’s priorities by promoting London internationally, as the best city in the world in which to invest, work, study and visit.

Olivia’s role is to develop advertising campaigns promoting London as a holiday destination and to partner with companies who share the same strategic goal; driving inbound tourism to London and helping bring record numbers of international and domestic visitors to the city.

The first campaign she delivered, London’s Official Guest of Honour, was the company’s most successful to date, winning four major awards including Best Leisure/Sports Campaign at Brand Republic’s Digital Awards and the Grand Prix Prize at the World Media Awards. Olivia has also run other award-winning campaigns including Fans of London, which featured The Rolling Stones, and London & Partners’ flagship campaign, London’s Autumn Season, now in its fourth year. She secured support and developed partnerships with many global companies, including Hilton, British Airways, United Airlines and Heathrow.

Prior to joining London & Partners, Olivia spent over ten years in the media industry in London and Asia, working for companies including CNN International and BBC Worldwide.

Jill Pearcy
head of strategic communications, land defence
Babcock International

Jill Pearcy is a corporate communications and brand strategy professional, working for organisations at the interface between public and private sectors.  She has recently joined Babcock International to develop strategic communications in their Land Defence sector, after several years running corporate communications for HS2 Ltd, the high speed rail mega project; other roles including leading media relations during the volcanic ash cloud crisis for NATS, the UK’s air traffic controller, and directing communications for Unisys.

Tim Ruthven
Head of marketing and communications
Imperial College Business School

Tim is currently Head of Marketing Innovation at Imperial College Business School where he is responsible for brand and developing innovative marketing and communications strategies for international audiences. He also teaches brand management on Imperial’s Executive MBA and Summer School programmes, as well as short marketing courses for non-business executives including medics, engineers and scientists. Originally from New Zealand and having worked across the globe in higher education marketing and private sector leadership roles, Tim is an award-winning marketer with a deep understanding of the value of brand and how marketing drives business performance.

Rebecca Sinclair
Communications director
Penguin Random House UK


Rebecca is group communications director of Penguin Random House UK, the world’s number one trade book publisher.

Before this, Rebecca was vice president of brand at Pearson where she led the launch of the new brand to reflect the company’s transition from book publisher to global learning company.

Prior to that, Rebecca led corporate affairs for Pearson across Asia, based in Singapore, and ran communications for Penguin for seven years.

Rebecca is trustee of the board at the National Centre for Circus Arts, the UK’s leading provider of circus education.

Mari Stevens
Director of marketing
Visit Wales

Mari Stevens is director of marketing for Wales as a destination for tourism, inward investment and business growth. Over the last three years she has led the work of developing a new nation brand strategy for the country and delivered award-winning international campaigns that have attracted record numbers of visitors, as well as high-quality investors to Wales.

Mari has also worked as head of marketing at Welsh Water and BBC Cymru Wales, where she had responsibility for promoting all output across TV, radio and digital.

Mari is also a mum of three boys, a published children’s book author, and trying to learn Spanish.


Align your brand with this global celebration, honouring brand development and rebranding. We have a number of sponsorship options available to you. Call us to find out more. 

Andrew Thomas, publishing editor of Transform magazine and founder of the Transform Awards

email: athomas@transformmagazine.net

call: +44 (0)20 7498 7008

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