• Transform magazine
  • October 28, 2021



The judges

The Transform Awards Asia is judged by a panel of in-house industry experts across a multitude of sectors. We purposely look for a panel that has experience of and knowledge in branding, marketing, corporate communications and advertising for a wide perspective. 

The scoring is done on a points system and the judges score anonymously. The judging system we operate is one which is fair, and if a judge has entered into a specific category, they will be exempt from reviewing that area in which they are competing, to avoid a conflict of interest. We also provide detailed feedback on submitted work, after the awards evening, which often proves highly useful for future entries.

Winners are determined by the scores they receive and only entries that score high enough marks will be shortlisted and awarded with trophies.

If you are based in-house and you wish to get in touch about the opportunity to become a judge, you can email Melanie Han.

Agency slots are filled by the winning agencies of the 'Best overall visual identity' award and the 'Grand Prix'.


Below, you can see the judging panel for the Transform Awards Asia 2021.


Sally Anderson
Group Creative Director
MetaDesign China

Sally is the Group Creative Director MetaDesign China, specializing in corporate brand design. She is focused on building brands and their identities for both international and local businesses. She has over 15 years experience building brands across various industries in Australia, China, Hong Kong, South Korea and Macau. For the last 8 years she has been based in Beijing working with the largest brands in China such as Taobao, Didi Chuxing and Volkswagen China to name a few. Prior to Beijing, she led the brand transformation of the multi-award-winning Air Pacific to Fiji Airways.

Michaël Boumendil
President and Chief Creative Officer
Sixième Son

Michael Boumedil is a musician, a composer and a branding specialist. He pioneered the concept of sonic branding in the mid-1990s and founded Sixième Son, the first agency dedicated to sonic branding strategies and design. With a portfolio of more than 400 brands from all countries and categories, Sixieme Son has been working for brands like Samsung, Coca-Cola, Renault, and more recently Etihad, Petronas, FC Barcelona, USAA, Shure or Royal Bank of Canada. Michael is based in New York but interacts on a daily basis with Sixieme Son offices in Paris, Barcelona, Toronto, Sydney, Chicago and Moscow. He just announced the opening of a new Sixieme Son office in Singapore in early 2022.

Pierre Carnet
Creative Development Manager EMEA/APAC

A fan of varied genres and a globe-trotter since childhood, Pierre developed an appetite for discovery and creativity without borders. After a period as a music producer within Parisian agency FF Creative Community, he started working as a freelance music supervisor for luxury and fashion brands including Chanel, Cartier, YSL, and Remy Martin. Pierre joined the MassiveMusic family in 2020, and now focuses his attention on developing direct-to-brand music solutions across EMEA and APAC, going beyond the advertising campaign to communicate through sound on a holistic level. Key moments of his day-to-day life at Massive include jumping on calls with marketers and designers in Singapore in the morning and Geneva in the afternoon, to tailor creative and strategic solutions for global brands.

Tom Child
Group Leader of Global Brand Strategy
Hyundai Motor Company

Thomas is the Group Leader of Global Brand Strategy at Hyundai Motor Company, focusing on brand building and creativity across the automotive and future mobility sectors. Starting off his career in London, he has worked across every continent, establishing himself as a leading strategist both on agency and client sides, with deep experience developing innovative, multi-national campaigns and leading integrated brand marketing initiatives. He has also worked for the likes of Mondelez, Disney, GSK, P&G, Unilever and Diageo across diverse categories such as automotive, finance, healthcare, FMCG, alcohol, aviation and entertainment to name but a few.

Julie Chiu
Executive Director, Marketing & Marketing Communications

Julie is a veteran in business strategy and marketing with over 25 years of experience in local and regional roles across different industries. In addition to her current role, she has been an adjunct lecturer, a frequent guest speaker, and panellist for industry conferences who enjoys experience sharing and coaching.

Vickie Chiu
Brand Director, Asia Pacific

Vickie Chiu is the Brand Director for Asia Pacific at JLL where she led the strategy for JLL’s multi award-winning brand campaign, Stories of Ambition. Overseeing 14 markets, she’s the region’s authority on brand excellence, creative copy and the consultant on all regional agency briefs. With over 12 years of experience in brand, marketing and communications, she has worked in the education, architecture and construction sectors. Prior to joining JLL in Singapore in 2016, she was head of marketing at ISG in London.

Samya Deb
Brand Creative Consultant (Former Regional Creative Director)

Samya has played a leadership role for over a decade at branding studios famous for strategic thinking and creative excellence. In 2015, Airbnb hired Samya to establish the first ever in-house Creative Studio outside their San Francisco headquarters. Along with assembling a hugely talented Asia Pacific team, he was able to instil a makers’ culture, and ensure that diversity and inclusion were the rule rather than the exception. Under his leadership, projects from APAC studios have been recognised at a number of the most prestigious award shows around the world. Samya currently splits his time between consulting tech start-ups and running a part gallery/part journal called Northeast Edit.


Victor Fontan
Global Brand Creative Manager

Victor started his career in Spain on advertising and PR agencies working with Fujitsu and MSD, soon enough he understood that advertising was the moving force to develop his career. Later on, he moved to Vietnam where he contributed to growing numerous start-ups and specialized in the digital marketing and creative space through working with international leading companies such as KFC, Viber, LG, Skyscanner, etc, he gained recognition as a leading creative in Asia by winning numerous regional and international awards such as Vietnam's Hottest Creatives 2020, The Work 2020, The Caples London and so on.

With his depth of knowledge across Advertising, creative, art direction, and product design, he is now leading the brand creative team globally at Agoda from Thailand

Takayuki Hattori
Creative Agency Partner/Manager

Takayuki has over 20 years of experience in brand management across the creative spectrum, both off & online. As Senior Creative Director of Saatchi and Saatchi, he led the digital shift initiatives for a number of corporate brands. He was one of the first to realize the importance of integrating digital and creative in corporate brand strategy, and joined in the establishment of the PwC Customer Experience Center as a Creative Lead. He is now a manager at Facebook where he enhances the agency’s leverage digital initiatives for their client’s brand strategies.

Shu Huang
Director, Brand Lead

Shu Huang joined Tencent in 2009. With more than 10 years of experience in branding and marketing on Internet platforms, she participated in various stages of the development of WeChat, the largest standalone mobile app in China. Shu is experienced in both consumer & B2B marketing and has led her team to build successful strategies that bring impactful changes to the China market.

Steve Keller
Sonic Strategy Director

Steve Keller is Sonic Strategy Director for Studio Resonate, XM Media’s in-house, audio-first creative consultancy, offering support to brands that advertise on the Pandora, SiriusXM, Stitcher, and Soundcloud platforms. He is recognized as one of the world’s leading authorities in the field of audio branding, blending art and science into award winning audio strategies and creative content for a variety of global agencies and brands. With a degree in psychology and over 30 years of experience in the music and advertising industries, Steve’s work explores the ways music and sound impact consumer perception and behavior, and his research can be found in the Journal of Advertising Research, Frontiers in Psychology, WARC, Music and Medicine, the Journal of Gastronomy and Food Science, and the Journal of Food Quality and Preference.

Scott Lambert
Creative director

Over 20 years Scott has applied his touch to some of the world’s most famous names, national favourites, and boutique brands in the UK, the Middle East, and across Asia. He is the father of multiple awards, a typography book, and three patient daughters.

What Scott learns from the wins, the losses, and the colours in-between are often shared when he speaks and writes about creativity, and participates in design education.

Ray Lan
Managing Creative Director

Samit Malkani
Head Of Brand Marketing, SEA & India

Reader, writer, geek. Operate at the intersection of brands, technology and the zeitgeist. Hate using words like "intersection" and "zeitgeist". Began my career writing television commercials and print ads. Shifted to digital to create brand engagement that lasts more than 30 seconds. One of India’s early digital creative pioneers. Moved client-side to build my favourite brand from the inside-out. Devour industry knowledge and all manner of random trivia. Enjoy playing with ideas, words, apps, gadgets and puns.

Mauro Marescialli
Managing Director & Head of Strategy
MetaDesign China

Hailing from Rome, Mauro has spent over 25 years working in China, 18 of which in the communication and branding fields. Mauro is the Managing Director and head of Brand Strategy for MetaDesign China where he has spent the last 8 years working with a variety of international and local clients covering different industries. He received his Masters (Summa cum laude) in Chinese Language and literature from the University of Rome, and has studied journalism at People’s University of China.

Youngha Park
Creative Director
Starbucks Korea

Youngha has worked at ZONA Design & Karim Rashid Studio (NYC), Interbrand Korea, and SPC Group (Seoul) to his current position as Creative Director for Starbucks Korea where he oversees design. He has worked at global design agencies for a diverse range of clients and projects from broadcasting, product design, branding, and F&B sector. Youngha received numerous design awards such as Red Dot Award, Pentawards, Type Directors Club NY Competition, etc. He taught Branding at Kookmin University (Seoul), and Visual Methodology at Ewha Womans University (Seoul). He was a judge at the Young Guns International Award 18.

Randy Raharja
Brand Creative Lead (Manager)

Randy graduated in 2010, cluelessly working as a motion designer in Malaysia. He returned to Indonesia in 2011, seeing the opportunities at the early stage of the tech boom and that’s how he fell in love with tech and ideas.

He freelanced for Iris Jakarta and helped them to win grand prix at Citra Pariwara 2013, before venturing to Bangkok and Singapore with Lowe, Saatchi and Publicis where he won new businesses and awards from CCA, Cannes Lions and D&AD. He joined Shopee Indonesia in 2018, building the in-house creative team, and in 2020, won the first creative award for Shopee.

Michael Tam
Global Design Director

Michael is a storyteller and creative at heart. He is the Global Design Director at IBM iX, the experience design consulting arm of IBM. Michael designs smarter businesses through progressive strategy, enterprise experience, and transformational technology. He believes placing humans at the centre is the key to impactful business results at scale. An Enterprise Design Thinking Leader, Michael lives every day as a prototype. Before joining IBM in 2016, Michael has over ten years of experience creating innovative brand strategies and omnichannel consumer experiences for brands in the automotive, CPG, financial services, retail, and travel industries.

Andy Victor
Former Creative Director
Lazada Group

A hybrid creative director and a certified professional coach backed with decades of experience in both branding and creative communication within the advertising and tech industries. 

Previous stints includes managing Lazada’s brand throughout 6 regions in SEA, and Tokopedia’s creative team of 127 personnels.

Edith Wong
Chief Marketing Officer
Invest Hong Kong

Edith Wong is the Chief Marketing Officer at Invest Hong Kong, a government department tasked to attract foreign direct investment into the city. Her division oversees marketing and communications, digital strategy and social media, events, public relations, and market intelligence. Her teams work closely with 32 offices in key markets worldwide to reach out to potential investors and to strengthen and promote Hong Kong’s status as Asia’s premier business location. Recent campaigns spearheaded by Invest Hong Kong include the StartmeupHK Festival and Hong Kong Fintech Week.


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 3950 5356

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