• Transform magazine
  • February 25, 2024



The judges


The Transform Awards is judged by a broad range of in-house industry experts in branding, marketing, and corporate communications.

Each year we invite the previous year's winners of the 'Grand prix' and 'Best overall visual identity' awards to join the panel, and these judges fill two agency slots.

We will also welcome two audio branding experts to join the panel to review our audio branding category alone and 4-5 leading agency figures to judge the special recognition section alone.



Scoring is based on a points system and the judges submit these scores anonymously. The judges mark the entries against the criteria mentioned within the entry and information guide: challenge, strategy, creativity/innovation and results.

Our judging system is rigorous and fair. If a judge has entered a specific category they will be exempt from reviewing that category, to avoid a conflict of interest.

Winners are determined by the scores they receive and the entries that score high enough will be shortlisted, invited to attend the awards ceremony and awarded with a trophy. We also provide detailed feedback on agencies’ work after the awards evening, which proves useful for future entries.



If you are interested in the opportunity to judge and believe you have the necessary background, please email Gemma at gcadden@transformmagazine.net with a short biography for consideration.



Below you can see our wonderful judging panel for 2023. Learn more about the judges by clicking on the headshots to read their biographies. 

Dave Allen (Special Recognition)

Dave founded Brandpie in late 2008. Brandpie’s purpose is to help clients become purpose driven. Brandpie does this for each client by building an aligned leadership team, exciting and engaging employees and developing the strategy to build a strong brand. 

Dave believes that purpose driven businesses are better for employees, customers, shareholders and society. People are motivated and engaged when they are driven by purpose. Purpose driven businesses are increasingly been shown that they build more long term value. 

In his career he has worked closely with the leadership teams of Astra Zeneca, BP, Capgemini, EY, Vodafone and most recently SLB. 

He has a strong passion for CSR and established the BrandPie Foundation in 2010 to help charities build their brands and improve their fund-raising capabilities.
He is married and has four children. He is a keen gardener and grows all his own vegetables. He enjoys wind surfing, cycling and is a passionate photographer. During Covid, like many, he took up making bread and is now a big fan of the world of ‘sour dough’. 

Juli Anderson
Head of brand

Juli Anderson is an award-winning, versatile, multidisciplinary brand and creative leader. She’s passionate about crafting big ideas that drive positive experiences for brands, clients, products, services, and causes. Human-centred design is at the core of her work, placing the user at the centre of every solution.

With over 15 years of experience working with AECOM, the world's largest infrastructure firm, Juli leads the creative team for Australia, New Zealand, and the Philippines and serves as the Global Deputy Head of Brand. Her recent accomplishment includes co-leading the successful launch of our refreshed global brand, which highlights our commitment to delivering sustainable legacies and positive impacts on our planet and communities.

As a leader, she takes pride in pushing boundaries and inspiring teams to deliver their best work, remote or hybrid.

Melissa Baillache
Executive creative director
For The People

Mel is Executive Creative Director at For The People where she works with organisations to turn challenges into creative solutions that put people first. She’s a firm believer that design can drive change, and is excited by work that makes people smile, think differently and reconsider misconceptions or assumptions. Mel has collaborated with clients both at home and internationally to create new brands, design physical experiences, and reimagine products for communities, people inside organisations and their customers alike. 

Jen Beirne
Head of Marketing

Jen has spent over 10 years working in both B2B and B2C marketing roles, spanning across Europe and Asia Pacific. Her experience includes building creative brand stories, developing media strategies, and implementing engaging lifecycle and loyalty programs. Today, she acts as Head of Marketing for Amazon Alexa across Australia and New Zealand. Jen and her team are passionate about helping customers discover the power of voice technology through modern and traditional marketing methods, always challenging the norm and finding new ways to better connect with their customers. You’ll find Jen at her best when building out marketing strategies that can deliver creative and engaging campaigns to customers, while also meeting business objectives.

Craig Burgess
Cohesive Thread

Craig Burgess is passionate about sound, audio and music, branding, art, storytelling and psychology. With over 20 years’ experience in the music industry and academia, he’s dedicated to understanding and creating ear-catching and immersive sound, music and audio experiences that captivate and engage audiences.

Craig’s expertise extends beyond audio and music production and into the worlds of audio branding, sound design, podcast creation, Foley, storytelling and branding to create immersive and experiential content. Craig is fascinated by human psychology/behaviour, and the relationship between sound/music and other forms of sensory stimuli to aid emotional connection, interaction, experience and storytelling.

Bernal Chaves
Creative Director

Hailing from Costa Rica, Bernal Chaves is a dedicated creative director at WESOUND in Hamburg, Germany, an agency renowned for its expertise in audio branding, multimedia, and immersive experiences. With a background in music production and sound design, he seamlessly intertwines strategic concepts with hands-on execution. His expertise has influenced international brands in shaping their sonic identities. Notably, Bernal played a pivotal role in pioneering Costa Rica's inaugural in-house advertising agency audio branding department, earning him two International Sound Awards. His distinctive and inspirational contributions continue to enrich the domain of audio branding. 

Alexandra Cooper-Cuthbert
Head of brand and marketing
New Zealand Olympic Committee

As Head of Brand and Marketing for the New Zealand Team, for eight years Alex has led brand campaigns that inspire New Zealanders to follow their Teams journey to, and achievements during, Olympic and Commonwealth Games. Alex comes from an agency background, with experience at 99, Shine, Y&R and more in Auckland, and at M Worldwide and Fitch in London, where she managed the application of global design strategies to local markets. Alex is currently a project lead on the NZ Olympic Committee’s Sustainability strategy and is passionate about amplifying athlete voice to protect and support the NZ Team, our communities and the environment.

Fiona Florence (Special Recognition)
Managing director

Fiona Florence is Global Managing Director of award-winning design agency, JDO. As a marketing expert and champion of creativity, Fiona is responsible for nurturing relationships with both JDO’s international client portfolio and its internal team to drive success through excellence, growth, and vision.

With over 25 years’ industry experience, Fiona is a recognised thought leader and has written articles for notable publications such as Marketing Week, The Grocer, Transform and more. In addition to providing insight for brands looking to deepen emotional engagement through design distinctiveness, Fiona is a passionate advocate for sustainability in packaging, diversity in the workplace, and women in creative leadership. With the belief that a happy team is a successful team, she has committed herself to the advancement of workplace wellbeing through initiatives that support professional development and provide high-quality, balanced lives for all employees. Fiona is also the driving force behind JDO RAW, one of the industry’s foremost brand design competitions that recognises and celebrates the next generation of creative talent.

Fiona began her career as a copywriter but found herself drawn to agency life after working at JWT in Sydney. Equipped with a post-graduate CIM degree in Marketing, she rose through the ranks, working at the UK’s most prestigious design and branding agencies before joining JDO in 2009. During her career, Fiona has worked with an array of world-famous brands for such esteemed companies as Unilever, Pepsico, Pernod Ricard, Beam Suntory, Jack Daniels, Shell, Hennig Olsen and more.

Al Gounder
Head of brand, international marking and creative services
Chartered Accountants Australia and New Zealand

Al is a seasoned marketing professional with over 15 years of experience leading and growing iconic brands globally. He has worked across various industries, including Education, FMCG, Retail, and Food Service, with extensive experience in Quick Service Restaurants.

Through these roles, he developed a deep understanding of the customer and brand planning, which enabled him to deliver sustained business and brand growth.

He has worked with renowned brands such as McDonald's, Subway, TGI Fridays, and Unilever. Al currently serves as the head of Brand, International Marketing, and Creative Services at Chartered Accountants Australia and New Zealand, driving growth and engagement across global markets.

Frances Greig
Creative director / brand strategist
Sunny Side Up

Frances is an award-winning creative and strategist. She believes in simple, clever solutions to complex problems. Turning insightful ideas into beautiful, effective work. Frances has worked with a client list that spans countries and sectors. She has led major projects that have shaped, changed, renamed, or redefined brands – winning local and international accolades. She has featured in publications around the world, lectured at design and arts colleges, and exhibited at arts festivals including Vivid Sydney. Frances’ specialty is purpose branding: working with companies that make a difference in their world – through their people, their actions or their work.

Frances also won the Best overall visual identity in Transform Awards ANZ 2022.

Anny Havercroft
Head of Business Marketing

Anny Havercroft is Head of Business Marketing, TikTok Australia and New Zealand. She leads the team responsible for building innovative marketing solutions that help brands get the most out of TikTok through powerful and creative storytelling. Previous to TikTok, Anny led marketing innovation at Yahoo and has held leadership positions in leading UK and Australian media agencies. In 2020, Anny was named in the top 50 CMOs in Australia by CMO Magazine.

Outside of work, Anny is passionate about helping female entrepreneurs realise their potential and is an active advisor and investor in the startup community.

Dan Ingham
Creative director
Sydney Opera House

Dan is a Designer and Creative Director with 16 years' experience. He currently leads Sydney Opera House's Creative Studio who are responsible for brand design, campaigns and content. Prior to this Dan worked for Interbrand on projects for Sydney Opera House, Australian Design Centre, SKY TV New Zealand, Telstra and World Vision. Dan has also spent time freelancing for brand agencies For The People and Re. Originally from Manchester (UK), Dan's career began at independent design studios MARK and Truth. Dan's work has been recognised at industry award shows including AGDA, Cannes Lions and D&AD. 

Nina Janzon (Special Recognition)
Executive creative director

With over 20 years of experience, Nina leads brand creative across Monigle, a brand experience company based in NYC and Denver, CO. She is a passionate brand visionary and talent mentor, rooting her design philosophy in core human truths activated through experiential moments. She has worked with clients to create award winning brand transformations across the globe and continues to stay involved in guiding the next generation of brand identity designers through her involvement and mentorship in higher education programs. Nina holds a BFA in Communication Design from Texas State University and a degree in Art/Art Studies from Magnus Abergsgymnasiet in her native Sweden. 

Isaac Lai
Brand marketing lead
Uber Eats

Isaac Lai is currently the Brand Marketing Lead for Uber Eats, Taiwan. He is also the Lead Digital Marketing Instructor at General Assembly Australia teaching the next generation of digital marketers the power of brand and digital working in unison. Prior to his appointment at Uber & General Assembly, he was an award-winning strategy director specialising in digital, content and brand and loved the process of turning business challenges into creative solutions for high profile brands across the globe such as McDonald's, TikTok, Netflix, Colgate and more.

Fiona Love
Group brand manager
Haka Tourism

Fiona has been in the marketing field for some 15 years - initially in London and for the last 5 years based in Auckland. Working for a cross section of industries from media and healthcare, to travel has kept things interesting. Fiona enjoys bringing brands to life, and ensuring the whole organisation is singing from the same hymn sheet. Currently as Group Brand Manager for Haka Tourism her role involves managing and co-ordinating the sales and marketing for Haka Tours and Haka Accommodations. Outside of work, Fiona enjoys making the most of the New Zealand outdoors.

Zoe MacDonald
Senior manager, brand strategy

As a Brand Strategist and Brand Manager, Zoe is a curious and highly conceptual thinker. Her experience runs from transformational creative strategy through to rigorous corporate branding. Zoe has led and facilitated brand and research immersion projects across the UK, South America, Europe and Australia, and believes that branding has a strong role to play in boardrooms everywhere. She is on a personal mission to demonstrate how well executed brand strategy can transform business.

Zoe is the Senior Manager, Brand Strategy at CommBank, where she steers the strategic direction of Australia's most valuable brand and the 2020 refresh of the Bank's iconic 30 year old diamond logo.

Prior to working at CommBank, Zoe worked as Strategy Director at DesignStudio London, as an independent consultant and at Re Brand Agency Sydney. Throughout her career Zoe has received awards from leading bodies, including D&AD Wood Pencil, AGDA Pinnacle, New York Art Director's Club Silver Cube, Award New York Festival, Mohawk Awards Best of Show, among others. 

Raman Mahi
Global brand & social media specialist
Air New Zealand

For the past few years, Raman has worked on some of the biggest projects for the airline including the ‘Koru Care’ flight and the ‘Tiaki & The Guardians’ Safety Video. His key role is maintaining Air New Zealand’s brand across the various platforms it exists on, both domestically and globally – including launching their TikTok channel; currently one of the most successful accounts on the platform in Aotearoa. Raman has over 7 years of social media experience and has worked across markets in New Zealand, Australia and North America. 

Tabitha Mathew
Campaign and channels lead

Tabitha Mathew is an integrated brand, communications and campaigns strategist, leading the integrated campaigns team for Asia Pacific at Capgemini. She’s passionate about how brand storytelling can be done effectively in today’s context – for a more astute audience, across multiple channels. She is also a big advocate for measuring marketing efforts and leveraging this data to drive and influence growth for the business. 

Beginning her career in public relations and content marketing, working at leading agencies like Keep Left and Mkt. Communications she has worked across industries and for multiple brands including Lendlease, ME Bank, Miele and the Victorian government to charities like St John Ambulance, Guide Dogs Victoria and B-Corporation.

Emily Matthews
Head of creative

Em cut her teeth in the design world working within some of Sydney’s leading strategic agencies.
After 15 years, Em jumped client side to establish brand-new in-house design capabilities for Fortis. Since 2020, she has been directly responsible for transforming the business through design.
Em believes being in-house has become her superpower. Blending tight strategy with an abundance of creative freedom, Em and her team let loose on big brand ideas that capture the hearts and minds of Fortis customers and tenants, as she continues to push boundaries in the property branding, hospitality and event space.

Gordon McMillan (Special Recognition)
Founder and CEO

With 25+ years of creative leadership under his belt, Gordon brings a wealth of international branding experience to every client engagement. He has guided, inspired (and from time-to-time cajoled) an Ottawa-based agency to compete on the global stage against the top branding firms in the world. He has led the McM team to redefine the brands for large global enterprises like Schneider Electric, United Rentals, Commvault, Trend Micro, Intuit and Dun & Bradstreet as well
as more modestly-sized aspirational B2B enterprises such as Chronicle Heritage, Decisive Group, HST Pathways and Pareto Health. 

Maria Milenko (Special Recognition)
Co-founder and creative

Maria is the co-founder of HUGMUN.STUDIO based in Copenhagen. Together with Tomasz Pawluk and Harriet Elsom, they run an independent creative studio specializing in branding and packaging for brands from all around the world, with extensive experience in the skincare industry. Maria's specialty is illustration, and as an illustrator, she is represented by the Paris-based talent agency Creasenso. 

Shelley Norton
Head of brand
PwC Australia

Shelley is a brand and marketing leader with experience in professional services, education, membership and recreational industries. With 20+ years of experience in Marketing, Shelley specializes in and is most passionate about brand, whether it's revitalizing a brand, a complete rebrand or developing a successful brand positioning and strategy. Shelley has varied industry experience & expertise in brand measurement, brand architecture, visual and verbal identity, co-branding, developing brand governance systems and developing and delivering successful brand campaigns. With a Bachelor of Commerce, majoring in Marketing and Post Grad qualifications in Brand Management, Shelley is currently the Head of Brand for PwC Australia.

Andrew Rae
Brand and communications manager
Own Brands, Foodstuffs NZ

Andrew's expertise lies in brand development, brand communications, experiential marketing, and PR, enabling him to craft captivating brand stories and engage diverse audiences effectively across various channels.

Currently serving as the Brand and Communications Manager for Own Brands at Foodstuffs NZ, Andrew leads the brand and communications strategy for Own Brands and its Private Label brand, Pams, New Zealand's most popular grocery brand, with a rich kiwi history spanning over 85 years.

Prior to joining Foodstuffs, Andrew made contributions to esteemed luxury brands such as Webb’s, New Zealand’s premier Auction House and Jaguar Land Rover NZ.

Elysha Stephens
Head of marketing ANZ
Advanced Software Solutions

With over 20 years of professional marketing experience, Elysha has worked in strategic executive roles for international companies across a variety of industries including both B2C and B2B. She's developed innovative brand strategies coupled with sales activations, that have resulted in unrivalled results. You'll find Elysha at her best coaching her teams to campaign excellence infusing their strategies with compelling stories and integrated structures.

Elysha currently leads the marketing function for the ANZ region for the 3rd largest software company in the UK, where she guides the strategic business direction as well as developing innovative brand and marketing strategies that position the company as a thought leader and generate pipeline. With extensive experience establishing marketing systems and automation, Elysha's other strengths lie in creating brand governance and guidelines, policy and process. 

Samantha Temple Neukom (Special Recognition)
Founder & Company Executive Officer

Brand building is both an art and a science, a process that requires a curator like Samantha, who will ask the difficult questions, spark the creative turn of phrase, and add that human touch that assures longevity and emotional resonance. Samantha’s pedigree and agency experience provides clients a unique depth of experience, perspective, and process insights.

From East Coast big agency to West Coast boutique, Samantha has honed her craft to a laser focus. For more than 25 years she has contributed to Enterprises such as Amazon, P&G, Microsoft, Redfin, Cisco, Pfizer, and Kaiser Permanente, as well as start-ups looking to carve out a unique voice, purpose, and place in the market. Samantha is a runner, a traveller, a committed patron of the performing arts, and a single other. 

Ben Thompson-Star
Senior brand manager

Ben is a passionate FMCG marketer, currently working as Senior Brand Manager on The Natural Confectionery Company brand at Mondelez. He began his FMCG marketing career at Nestle and has since worked in both Australia and the UK across brands including Lavazza, Yoplait, Nature Valley, Nescafe, and Maggi. Ben has also co-founded 2 organisations: CoFutures, a planning communication firm with expertise in strategic planning, community engagement and multimedia; and the Community Music Project, a not-for-profit with a mission to create a movement of community music sharing.

Kylie Walker
Head of brand experience
Macquarie Group

Kylie leads Macquarie’s global brand, creative and sponsorship functions and is responsible for managing Macquarie’s groupwide portfolio of brands. With over 20 years’ experience, Kylie also oversees the development of other business brands through joint-ventures, acquisitions, or new business initiatives.

Previously, Kylie was an Art Director at several business and consumer magazine titles.

Michael Webster
Creative director

Michael Webster is an accomplished creative with a skill for crafting dynamic brand experiences. Currently Creative Director at Canva, Michael’s collaborative nature has helped to grow the Brand Studio team over the last 4 years. Michael has 14 design awards and has worked in 4 countries for more than 12 years.

Michael believes authenticity is the key to meaningful branding and his approach usually combines bold moving graphics with sharp writing. A quietly observant nature and a preference for listening first allow him to deeply understand the essence of each brand he works with. Michael finds inspiration from the world around him and Mariah Carey. 

Sian Wheatley
Head of Brand and Media
Nestlé Nespresso SA

Sian has 17 years experience working on and working for some of the world’s biggest brands. She started her career in digital in London before Facebook was a thing before relocating halfway across the world to Sydney and making the switch from agency to client side. She studied Chemistry as her degree and sees almost all briefs/campaigns as experiments with hypotheses and loves work that is based on true human insight. These days she is busy using marketing as a force for good, communicating the Nespresso brand story.

Chloe Woodgate
Manager, NSW Government brand strategy
NSW Department of Customer Service

Chloe Woodgate is the NSW Government Brand Strategy Manager at the NSW Department of Customer Service. Her goal is to make government branding engaging, unified and accessible for everyone. Chloe leads a team of passionate brand professionals responsible for NSW Government's brand framework and visual identity system, which clinched the Grand prix at the Transform Awards ANZ 2022. In a career highlight, Chloe helped lead the award-winning COVID-19 public health advertising campaign for the NSW Government in 2020-22. Through her work, Chloe has shown that a career in government communications can be diverse, fulfilling and impactful. 


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