• Transform magazine
  • June 22, 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 Melanie Han at mhan@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. 


Tal Amiram
Chief creative office

Born in Israel, brewed in NYC, Tal is an award-winning creative director known for his fresh thinking and expertise in building multinational brands. After graduating from FIT, he started at the iconic design studio Karlssonwilker and climbed the ranks at top New York ad agencies like Razorfish and Y&R. He’s worked with big names like Apple, MINI, Mercedes, Uniqlo, GSK, Spotify, and American Express, collecting Effies, Clios, and Webbys along the way. His projects have also been featured in the Israel Museum and at design exhibitions worldwide.

Since 2021, Tal has served as a Creative Director at McCann, Executive Creative Director at Zipmex, and is now the Chief Creative Officer at MQDC Group in Bangkok, continuing to make his mark on the creative scene. Off the clock, Tal is a screenwriter on an upcoming Netflix show, feeds mostly on avocados, and is generally a happy guy.

Simond Chew
Creative Lead

Simond is currently the Creative Lead at Carro, Asia Pacific's No. 1 online used car marketplace, helping to build its brand across APAC.

In his past agency life, Simond was fortunate enough to have worked and lived in various Asian cities, including Kuala Lumpur, Hong Kong, Shanghai, and now back in Singapore. His past work has been recognised for creativity and effectiveness at international and regional awards, including Cannes, D&AD, Adfest, Spikes Asia, Effies, amongst others.

Outside of his profession, Simond indulges in his other passion, photography, creating and exhibiting work under the name "Zhou HanShun".

Joeyee Watt
Head of creative design
World Table Tennis

Born in Hong Kong and raise in Singapore; Joeyee has over 10+ years of creative experiences passionate in the area of consumer/corporate branding, packaging and brand communications. Currently heads the design team in World Table Tennis (WTT), a global table tennis events company under the federation. Prior to joining WTT, he has worked at various international branding agencies on some of the biggest consumer and corporate brands for brand creation, refresh, experiences and activations. He believes design can change the world and make it a better place to live in.

Douglas Goh
Head of Creative, ASIA

Douglas, a humble creative born in Kuala Lumpur and now based in Singapore, has an undying passion for advertising. With over two decades of experience and an extensive client portfolio, he has garnered numerous accolades, including being named "The First Asian Young Gun of the Year," and various international creative and effectiveness awards. In his previous agency life, Douglas spearheaded creative teams at Ogilvy, Creative Juice, McCann, BBDO, and TBWA. His work has been recognized at prestigious shows like D&AD, Cannes Lions, One Show, and Clio. Beyond awards, Douglas mentors aspiring talents through talks at art colleges. Currently, he leads Samsonite's Creative Department regionally across Asia and the Middle East.​​​​​​​​​​​​​​​​

Alexei Golob
Head of Creative
OnePlus HQ

Bio following up soon

Harshmeet Kohli
Creative Lead, International

Harshmeet, aka Hershey, is a Creative Lead and Art Director with over nine years in advertising. Trained as a Fine Artist, she entered advertising to pay the bills and found her true passion.

From Ogilvy and Grey to We Are Social, she’s crafted campaigns for global brands like Samsung, WWF, Pond's, and MAC Cosmetics. Hershey loves the power of art direction to turn complex messages into engaging stories and give brands a personality update. Now at Lenskart International, she leads global campaigns, showing people that eyewear can be more than just a medical necessity—it can be a tool for experimentation and self-expression. Hershey believes effective advertising should be visually arresting, offer something unexpected, or at the very least, make you chuckle.

Tim Lai
Head of creative
GXS Bank

Tim restarted his career into advertising after failing tragically as a birthdays-only stand up comic, and comically as an animator for Saturday morning medical cartoons. For the past decade and more, he has left his ad footprints on tech and automotive clients across Greater China & APAC, because he refuses to change out his only pair of Onitsukas. His most recent endeavour is to make banking better for all in Southeast Asia.

Rosa Uchima
Creative Lead
Woven by Toyota

Rosa Uchima is a Creative Lead at Woven By Toyota. With 14 years of experience in innovation, brand development, and strategy, Rosa has worked with Fortune 500 companies, SMEs, and startups worldwide. Her multidisciplinary expertise spans branding, design, UX, and strategy across end-to-end product development. Passionate about human-centered design, Rosa has previously worked for Google, TBWA HAKUHODO, and Panasonic Design Center Europe, and co-founded an ethical, organic skincare brand in the UK. Born in Japan and raised in Scotland, Rosa’s innovative spirit drives her to create simple, thoughtful, and delightful experiences that resonate with diverse audiences.


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Supporting Partners

We'd love to hear from you! Email Lauren Ditcher at lditcher@transformmagazine.net or call the office on +44 (0)20 3950 5356.