• Transform magazine
  • June 02, 2023



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 Melanie at mhan@transformmagazine.net with a short biography for consideration.



Below you can see our wonderful judging panel for 2022. Learn more about the judges by clicking on the headshots to read their biographies. The 2023 panel will be revealed shortly.

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.

Damian Borchok
CEO and Co-founder
For The People

For 25 years Damian Borchok has worked in the branding industry. His focus has been on how brands create social and economic value. He led the strategy practice at Landor Associates and then became CEO for Interbrand Australia. In 2014 Damian co-founded For The People, twice recognised by AGDA as design studio of the year, and presently ranked by D&AD as one of the top 5 design studios in the world. He is also a member of the University of NSW Marketing Leadership Council.

Andrew Branwhite
Head of Brand & Advertising
MyState Limited

Andrew Branwhite is a Customer Centric, Brand Marketing and Communications specialist with experience across multiple sectors including B2B and B2C within financial services, telecommunications, FMCG, international advertising agency, strategic brand design consultancies and NSW Government. Recognised by others as a commercially and strategically focused leader with hands on experience that builds aligned value across strategy, creative, digital, commercial and the people processes.

Andrew believes that a great customer experience starts with the employee experience and connects to customers through human benefits. That way they see that a brand is what a brand does.

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.

Kam Khadem
Head of Brand and Strategic Growth
Next Level Racing

Kam Khadem has been involved the sector of esports as the Head of Brand and Strategic Growth for Next Level Racing, a leading cockpit manufacturer for sim racing and flight simulation, available in over 52 countries. Working on the global strategy for the expansion of the category, his approach to building a brand involves a customer-centric approach as well as a B2B strategy. Alongside with his team, they have secured several global partnerships with the likes of Ferrari, Ford, Boeing, and Veloce to further grow the sector of sim racing in esports.

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.

Connie MacLulich
Brand manager
Real Pet Food Company

Connie MacLulich is the brand manager of Ivory Coat, with 10 years experience in marketing, communications, and brand management. Connie is a skilled and self-starting professional passionate about pet care, personal health & beauty, brand strategy, and event planning.

Driven in her work and personal life, striving for the best and inspiring others around her to achieve theirs. Connie is passionate about health and providing the best to those in her care which led her down the path to be the proud brand manager of Ivory Coat, a premium natural Australian pet food brand driven by an unwavering passion for quality products.

Mark Mansour
Head of marketing
Maton Guitars

Mark has spent a career successfully combining his strong business and strategy acumen with his artistic roots.  After cutting his teeth in various creative and strategy roles in some of Melbourne's biggest Advertising firms, Mark made the move to client side to flex his 'whole of story' skills. As the current Global Head of Marketing and Artist Relations, Mark has taken arguably one of Australia's most successful artistic exports, Maton Guitars, to the centre of the global stage.

Trained in Fine Arts, PR and Advertising, Mark is a true dichotomist, able to successfully combine arts, business and behaviour to create exceptional outcomes.

Currently the Global head of Marketing for iconic Australian brand Maton Guitars, Mark also holds creative Director and consulting positions at Miller St.George brand consultancy and Renai Four Five.

Tracey Mesken
Head of Marketing
WorkPac Group

Tracey is the Head of Marketing for the WorkPac Group. The $1.3B Group includes WorkPac, Australia’s largest privately owned recruitment company, as well as employment services, training and construction businesses.

With over 20 years’ experience, for the past 8 years Tracey has led the marketing across the WorkPac Group’s brand portfolio. She is responsible for planning, development and implementation of all marketing and brand strategy across the groups nine sub brands, as well as 35 franchise style business centres. This includes market and brand research, brand development, positioning, prospect experience, digital marketing, CRM, analytics, advertising and design.

Prior to WorkPac, Tracey has delivered brand and marketing projects across property development (aged care and tourism), professional services and manufacturing.

She is a Certified Practicing Marketer, Fellow of the Australian Marketing Institute (AMI), former State committee chair and AMI advisory committee member.

Bernadette Murdoch
Global Head, Reputation & Brand
Rio Tinto

As Global Head, Brand and Reputation, Bernadette oversees all aspects of Rio Tinto’s corporate marketing and brand communications. She is responsible for connecting the company’s purpose to produce materials essential to human progress with the communities where Rio Tinto operates and society more broadly. She leads a team responsible for brand management, content and publishing, global advertising and partnerships to enable the organisation to connect, engage and build trust. Previously, Bernadette led corporate communications teams at GSK, a healthcare company focused on helping people do more, feel better and live longer. She is also non-executive director for the Lord Mayor’s Charitable Foundation and Foundation for Australia-Japan Studies.

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.

Kieran O’Donnell
Global Marketing Director

Kieran O’Donnell is a marketing leader and brand expert with over twenty years of experience transforming brands in the UK, Australia, China, Japan and New Zealand. A strategic and creative marketing specialist, Kieran has worked on some of the world’s most iconic brand platforms, including Tourism New Zealand’s 100% Pure, Telstra’s 'It's How We Connect' and T-Mobile’s 'Life's for Sharing', including delivering the world’s first marketing flash mob ad. Most recently, Kieran has helped Cricket NSW reimagine the sporting brand’s future and rolled up his sleeves, helping start-up business Onside to create a global growth strategy

Gareth Procter
Australian Graphic Design Association (AGDA)

Gareth is an awarded Creative Director with 20 years of experience building brands and helping them to communicate with a distinct personality and purpose. His experience spans sectors as varied as Industrial, Real-estate, Luxury and Finance. Gareth is currently the NSW Chairman for the Australian Graphic Design Association (AGDA) where he leads the NSW Council in an interrelated program of activities in education, advocacy and professional development for the Australian Communication Design industry.

Joe Pullos
Marketing Consultant

Joe is a brand specialist in the Asia Pacific region with over 20 years’ experience in leading B2B and B2C brand strategy and creative execution across a variety of sectors including media, retail, financial services and entertainment. Joe has worked on iconic international brands like ANZ, Zurich, Westpac, BOQ, Virgin Money and News Corporation.
Joe believes in the power of creativity to drive change and was previously the Official Representative of Cannes Lion in Australia and leader of Spikes Asia, the biggest festival of creativity in APAC.

Gretchen Richards
Manager Brand, Marketing & Sponsorships
Santos Limited

Gretchen currently leads Brand, Marketing and Sponsorships for ASX listed company Santos Limited. This role is responsible for the Santos brand, major corporate sponsorships and strategic events across Australia, Timor-Leste and Papua New Guinea. Prior to joining the company she held leadership roles with Babcock Australasia, part of Babcock International Group, the global aerospace and defence company; and global business advisory firm Ernst & Young. Her preceding roles were with Macquarie Private Wealth, a division of Macquarie Group, and other professional service organisations. These combined experiences have given Gretchen deep insights and experience into all facets of brand, marketing and communications.

Elysha Stephens
Head of marketing

Elysha is a seasoned senior executive with 20 years’ experience managing marketing and communications teams. She is passionate about brand building strategies and balancing this with the right sales activation, to achieve results. Currently she looks after marketing and communications for the fastest growing B2B SaaS company across ANZ, developing innovative brand and marketing strategies to position the company as a thought leader. Elysha has achieved unprecedented success for the organisations she’s worked for. She’s worked across a variety of industries including higher education, property development, construction and healthcare. Most recently, she judged the first inaugural AiMCO Influencer Awards.

Ben Thompson
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.

Katreena Tyson
Executive Managager, Brand Strategy
Commonwealth Bank

As a strategic and curious brand executive, Katreena has a 20+ year track record of successfully combining art and science to build and grow brands.

Katreena is the Executive Manager Brand Strategy at CommBank, where she guides the strategic direction of one of Australia’s most valuable brands and recently lead the refresh of the iconic 30 year old diamond.

Prior to roles at CommBank, Katreena worked at Crestone Wealth, UBS and ANZ across Asia, the UK, the US and Europe in senior roles defining and leading customer marketing strategies in B2B and B2C and deeply building brand connections and value. She has also worked extensively in M&A on some of Australia’s largest banking deals.

Katreena holds a Bachelor of Marketing and Management, and Honours Degree in Management from Monash University.

Marco Vitali
Managing partner
Sonic Lens

Marco Vitali began his career as a Juilliard violin prodigy, was later managed by legendary producer Nile Rodgers, and now runs Sonic Lens, a data forward sonic branding agency driven by ‘music intelligence’. His experience includes creating holistic sonic identity systems for brands like Colgate, Chase, and Coca-Cola and tv networks for Disney, Aljazeera and several NBCU and Viacom networks, all of which have won gold trophies. Creative collaborations include Grammy winning artists like Wu Tang Clan, Quincy Jones, Nile Rodgers, Ceelo Green, Aviici, Tiesto, Q-Tip, Pete Rock, Icona Pop, Organized Noize, and Peter Wolf (J. Geils Band).

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.

David Warren
Senior Manager, Brand Strategy
Woolworths Group

David is Woolworth’s most senior Brand Strategist, providing positioning, annual planning and effectiveness guidance to brands within the Woolworths portfolio, while also being responsible for brand architecture. He developed the Woolworths brand strategy process, which is currently being rolled out across the group. Prior to joining Woolworth’s David ran his own consultancy, providing brand strategy support for numerous high-profile brands, including the ABC.

Since arriving in Australia ten years ago he has been awarded six EFFIEs and three APG awards, including the coveted APG Grand Prix in 2020. He was also the Advertising Council of Australia’s Senior Lecturer and wrote their 8-week Advanced Strategy Course. Finally, he’s passionate about raising the standard of brand strategy in Australia and a strong advocate for better supporting the next generation of brand leaders, ensuring they are provided with a robust understanding of brand theory and an evidenced approach to brand practice.

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.


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