• Transform magazine
  • May 20, 2022



The judges

The Transform Awards Europe will be judged by a panel of industry experts across a multitude of sectors. We look for a panel that has experience and knowledge in branding, marketing and corporate communications for a wide perspective. The judges mark the entries against 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.

Each year we invite the previous year's winners of the Transform Awards 'Grand prix' and the 'Best overall visual identity' to join the panel. This opportunity will be open to the 2022 winners of these awards too for our 2023 programme.

Below you can see some judges on our 2022 panel and we are currently on the hunt for judges for 2023. If you are interested in the opportunity and believe you have the necessary background to be a judge for the Transform Awards Europe 2023, please email Hannah Powles.

Louise Ayling
Head of Brand and Creative
Teach First

Saskia Boersma
Head of brand and events
London Fire Brigade

Saskia has over 20 years’ experience in brand management, specialising in the cultural and commercial development of heritage and design collections including commercial brand development, product development, retail both shop and online, licensing, intellectual property rights, brand extension, marketing, events, restaurants/cafes and the commissioning, implementation and marketing of art, design and cultural programmes to raise brand profile and promote brand heritage. She established an unusual approach to commercial development in championing great design and raising brand profile through innovative brand collaborations.

Chris Booth
Creative director
LEGO group

Chris has been in the creative industry for over 20 years, working on branding, campaigns, concept development and shopper / retail marketing. As Associate Creative Director at The LEGO Group (London) he is also responsible for team development, creative education and helping to recruit new, diverse talent into the Agency.

Kristian Brugts
Group Head of Brand
Ocado Group

Ally Cane
Brand Experience Lead

An English Creative Director with over 30 years’ experience, Ally is fortunate to have worked with many international brands, helping pinpoint their challenges and opportunities, while contributing to their growth and success. As a strong strategic, insightful thinker, she has worked on numerous Brand Strategies & Identities – delivering powerful and compelling solutions for her clients.

Based in Amsterdam she currently works at Reckitt as a Brand Experience Lead and is responsible for all creative output for the Harpic Brand from their external creative partners. Previously she was Creative Director at both Design Bridge and Philips Design.

MT Cassidy
VP design

MT is the newly appointed VP Design, Europe at Pepsico. Her role is to accelerate the growth and development of the design and innovation capability across Europe. Geordie by birth, French by name and Scottish by training, the Glasgow School of Art graduate landed in London over 20 years ago to pursue her passion for Brand Experience and building emotional connections with consumer centricity at the core. During her career MT has established a track record for success and built an impressive portfolio, working with some of the world’s leading brands.

Lisa Cheung
Director of Brand Marketing & Creative Services

Lisa leads the marketing strategy, brand and creative content at Foundry, the leading developer of creative software for the Media and Entertainment and Digital Design industries. Lisa’s 17 years of experience began agency-side driving the communications and media strategies for companies such as L’Oreal, McDonalds and Peugeot within the WPP and Omnicom communication groups. She later moved in-house to various different technology sectors including telecoms, digital entertainment services and FinTech. Her core experience is in brand development and management, strategy and positioning; leveraging her skills in above-the-line advertising and creative and content production to help companies build and maintain their brand positioning to drive growth and loyalty. Having worked across both large corporations and startups, Lisa’s diverse experience enables her to help companies develop their narrative to position their brand. As a single working mother, Lisa is committed to supporting mental health projects geared towards helping mums and little ones.

Anna Cotton
Head of Marketing

Anna leads the marketing team and strategy at series A-funded, technology scale-up, Exonar. She has over 20 years experience in B2B and B2C marketing and brand management both client side and in agencies. With a global background at influential organisations like San Miguel Beer and Grolsch Premium Lager in Hong Kong, and Channel 4, ad agency BBH and brand management technology company Brandworkz in the UK, Anna’s strength is in helping shape the success of a business by building a strong brand and effective marketing presence.

Babak Daemi
Head of marketing and communications

Babak’s role is to drive the global growth strategy for Pavegens' patented technology, an energy-generating floor tile. The technology created to generate clean electricity while people walked upon them, has more recently evolved into a dynamic solution to help businesses engage with audiences by turning footsteps into a currency that can be rewarded by retailers or large destinations such as airports and train stations. The floor tile can register the footsteps of individuals via an app which encourages downloads using a reward scheme. This creates a unique platform that engages with the audience as individuals.

Prior to this role, Babak was the head of marketing for GovNet and was responsible for strategy and product development as well as the management and execution of all campaigns. Babak specialises in brand and strategic marketing for technology and disruptive products.

Chris Davis
Creative Director
Red Stone

Chris is Creative Director and co-founder of Red Stone, an award-winning design studio specialising in brand development and behaviour change. With over 30 years of industry experience, Chris heads up a talented and skilled team that helps companies discover their ‘hidden nuggets of gold’ and builds strategies to reach and engage with audiences. Clients include the Bank of England, British Business Bank, Centre for Ageing Better, Drinkaware, Girlguiding, Money & Pensions Service, World Hepatitis Alliance, WRAP, YoungMinds, and ambitious disruptors like Collectiv Food.

Maxime Derrien
Brand Strategist

Maxime is a Brand Strategist at Twitter, passionate about creating meaningful ideas & campaigns on behalf of the world’s top brands, such as adidas, Mondelez, Square Enix, as well as organisations making an impact for good.

After five years working at Twitter, both in Paris and London, Maxime has led on campaigns that not only had a substantial business impact and won industry awards, but also genuinely sparked conversations and interest, within their audience and beyond.

Josie Evans
Senior Designer
IE Brand

Josie Evans is a senior designer at Birmingham based brand and digital agency, IE. Originally a Brummie, she moved down to the South Coast to study Graphic Design at the renowned Falmouth University. She then spent four years in London at BBH ZAG, before coming back home to the Midlands.

In the past, she’s worked for a wide range of clients – from Blue Chips and luxury hotels to pharmaceutical brands. In recent years, since being at IE, she’s been lead brand and web designer for the agency’s charity, health and education clients – including rebranding The Royal Academy of Engineering, branding a merger of two of the largest NHS Trusts in the country, and a charity merger for Bowel Research UK.

She was recently awarded the coveted Transform Awards Creative Young Contender prize in June 2021 which she considers one of her greatest achievements and can’t wait to be part of this year’s judging panel.

Rachel Fairley
Global Vice President Brand Marketing
Hewlett Packard Enterprise

Rachel Fairley is a marketer and brand strategist whose focus is on driving growth, contributing to over 25 business transformations across more than 100 countries and many industries. Rachel’s approach is to combine market oriented strategy, authentic, relevant and differentiated brand building, insight driven integrated campaigns, and bringing people together, to deliver with creativity and precision. Recognised by her peers as one of the top 100 B2B Marketing Leaders in Technology 2021, Rachel leads Hewlett Packard Enterprise’s brand marketing. Rachel lives in London, is a mother of two, partially deaf and a trained Pilates coach. If you ask her what her favourite mantra is she’ll quote BBC’s W1A at you, “work out what you do well and do less of it better”.

Andy Gibbard
Global Director of Digital & Brand

Andy is Global Director of Digital & Brand at SGS, the world’s leading testing, inspection and certification company, with more than 96,000 employees across a network of more than 2,600 offices and laboratories around the world.


Andy has been at SGS since 2013. Since initially specialising in web, he moved through several different management positions, and his current role covers the whole spectrum of digital marketing and brand communications. He previously spent time working in the creative agency sector in a career spanning more than 15 years.

Hamish Goulding
Head of Global Brand Strategy & Creative

Hamish has spent the last 9 years evolving and executing HSBC’s famous “global-local” brand strategy. From iconic global airport campaigns, to major sport sponsorships, to immersive sustainability activations, he then led the development of the Brand’s global reboot; ushering in a new era for the Brand’s strategy, creative, visual and sound identity. Recently he developed the shift to more locally-led brand strategies, and helped the company define its wider Purpose & Values for the next generation. An alumni of the J Walter Thompson graduate programme, he previously worked across a number of Brands & Categories from beer, to chocolate bubbles, to B&Q.

Rachel Hom
Creative Strategist

Rachel is a creative strategist whose professional background spans industries from tech, to burgers, to beauty, and is well versed in consumer facing media like traditional advertising, experiential design, and digital platforms. Raised along the West Coast of the United States and based in the Netherlands, she's worked in-house and with agencies to transform some of the world’s most ambitious brands. Her perspective is drawn from a keen eye for culture, business opportunities, and best-in-class creativity that is both insightful and actionable. Rachel has an omnivorous appetite for creative energy—living off jazz shows, playing music, science & culture podcasts, hustling cocktails, swing dancing, and illustration.

Helen Jones
Creative Director

Helen has over 20 years' experience in the creative industry. From starting up ad agencies to working at the big hitters, her career has covered all areas of advertising, experiential, film and social content. More recently she has gone in-house to set up a creative agency for Shelter, where she leads a team of talented creatives, producing work that rivals the very best out-of-house agencies.

Matthew Leopold
Head of brand, PR and content marketing

Matthew is a branding specialist.  With a background in PR and sponsorship, he has extensive experience creating go-to-market brands for large and small businesses.  He has led brand, CSR, PR and sponsorship teams for a number of blue chip companies, including British Gas, Centrica and Lexis Nexis (Part of RELX plc).  He has also led global brand for the US tech giant, RingCentral Inc.  Matthew is a non-executive director of the European Sponsorship Association – furthering the role of sponsorship across Europe.  

Rose Liendl
Group head of brand

I’ve spent almost 16 years in ‘the world of brand’ and am grateful to have found my tribe early in my career. Brand strategists are a curious bunch who need to delve, unpick and get as close as possible to a brand. It’s this innate curiosity that’s led me to work with businesses including Google, Three, and Drax.

When not discussing the intricacies of brand strategy and explaining how it’s really ‘the glue’ of any business, I’ll probably be debating climate change. The world needs to act, and we must collectively embrace the challenges to reach critical net zero targets. Fortunately, my views align with the ambitions of Drax, where I’m very proud to work. As the UK’s largest renewable power generator, Drax is committed to tackling climate change head on. By harnessing Bioenergy with Carbon Capture Storage (BECCS) technologies, we’re aiming to go beyond net zero to reach carbon negative status by 2030.

Away from work, you may find me pondering life at Tate Modern, or very likely hanging out with my super-groovy dog, Louis (100% Poodle).

Sectors and experience include both B2B & B2C spanning renewable energy, technology, telecoms, media, digital video, brand design, professional services, healthcare, higher education (fashion and design) and public sector - across EMEA, Asian and American markets.

Katarzyna Malinowska
Senior marketing manager
Suez UK

Kasia leads the marketing and customer insight team at SUEZ. Her role is focused on development and delivery of long-term, strategic plans to continuously boost the brand's recognition and protect its reputation. In her role she is defining SUEZ’s approach to customer communications and promotion of services to prospective audiences, while continually and consistently communicating the brand's identity and values in meaningful and engaging ways. Working for a global brand, Kasia has over 15 years’ experience in waste and resource sector, and specialises in communications, marketing and more recently customer experience.

Simon Kringel

Simon Kringel is a composer, sound designer and co-founder of the Copenhagen-based sonic branding agency Unmute. He started his career as a touring musician and later he became a music producer for various bands and labels. This led him in to the advertising industry and from there he got involved in various sonic branding projects. After a period as freelancer Simon joined Chimney, a global creation agency, in 2014 and ended up as head of their music department working with clients in both Europe and Asia. The need for a specialized sound agency in Scandinavia became more and more evident and in 2018 Simon set out to start Unmute together with a former Chimney colleague. The company has been on a constant rise ever since and are now working with brands and agencies across the globe - connecting them with their audience through sound and music.

Yasmin Mukhida
Head of brand marketing

Yasmin started her career agency-side, and spent a number of years in account management with clients such as Linda McCartney Foods, Lloyds Bank, Aviva & Premier Inn. In 2015 she went client-side to pursue a passion in hospitality brand strategy & marketing at London’s largest hotel owner-operator in 2015, working on a number of hotel openings such as Amba hotels, Thistle Express and Hard Rock London. In 2017, she joined Premier Inn to specialise in Brand Strategy. Since then she has gone on to lead the brand marketing agenda for the FTSE100 brand, launching the new brand platform and repositioning ‘Rest Easy’ which won YouGov’s ‘Advert of the Month’, achieving the highest uplift in Ad Awareness of any brand in the UK with a 9-point rise to 16%. During her time at Premier Inn, she’s also co-created branded concepts such as their new upgrade rooms, Premier Plus, the trial super-budget hotel concept, ZIP, and Premier Inn’s bedding range, ‘Premier Inn at Home’. She heads up a multi-disciplinary team of 14, which includes an in-house creative team. Yasmin is committed to building an inclusive brand strategy and is part of Whitbread’s Race, Religion & Cultural Heritage Steering Committee, and also participated in the inaugural WiHTL (Women in Hospitality, Travel & Leisure) ‘Ethnic Minority Future Leaders’ programme.

Marijn Roozemond
Director of Creative Strategy

Marijn works as a Director of Creative Strategy for
the Music & Brands department at MassiveMusic
Amsterdam. He started playing the piano at the age
of 5 but, after seeing ‘The Blues Brothers’, he dreamt
of being one of the cats. That’s when he started
jazzing with the saxophone. He joined the
MassiveMusic family to help brands find their voice –
UBS and Philips to name a couple. He recently won
Strategic Young Contender of the Year at the
Transform Awards and has also worked on
MassiveMusic initiatives ‘Instruments for Change’
and ‘Music x Mind’, offering insights on the
connection between mental health and music. He still
digs the regular jam session and knows what he
wants: to take a week off to groove on a new instrument.

Rachael Stackhouse
Senior Brand and Communications Manager

Rachael leads the Brand and Communications team at Hollis – an international real estate consultancy. She has over 10 years’ experience in B2B marketing, brand and corporate communications both client-side and agency, and has worked across a range of sectors from mining and manufacturing to hospitality and healthcare. During her time at Hollis she recently led the company’s award-winning rebrand, and day-to-day is responsible for the development and execution of all brand and communications activity.

Natacha Toledo
Brand services producer

A designer by training, Natacha has worked for a decade providing studio management, design services support and training for brands, both client-side and within global agencies.

Natacha is responsible for ensuring colleagues across the organisation are familiar with Sightsavers’ branding standards, including visual branding, use of language and accessibility requirements. This involves expanding and improving the brand guidelines and tools, and delivering training in the use of these.

Having lived in several countries and worked in multicultural environments, Natacha has a personal interest in learning about different cultures.

Thuy Tao
Brand Strategist

Thuy is a public speaker and a brand strategist at TikTok Europe, advising both clients and agencies on how to create the right content for the right audience in the right way. As someone who used to aspire to be a writer/journalist (Thuy won several writing competitions in the past, i.e. European competition for the best essay, Prague Writers Festival), she is obsessed with good storytelling and all things creative.

Stephanie Toumazis
Brand development strategist

Stephanie is a Client Services Manager at BuzzFeed, project managing branded campaigns from start to finish, and ensuring client satisfaction at the highest level. Using her experience in both Sales and Marketing, she works on a wide range of projects, from mouth-watering recipe videos with Tasty, the largest global digital food network, to larger-scale productions with talent such as Big Narstie, she is known for keeping calm under pressure, as well as having strong relationships with blue-chip companies such as Disney, Diageo and Mondalez.

During her 5 years at BuzzFeed, she has made a huge impact, by using her passion for problem-solving to change multiple processes, that have not only increased productivity in the UK office but have also been implemented worldwide. She also finds time to organise multiple office events throughout the year and is known for hosting epic quizzes that get more elaborate each year.

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). 

Ollie Winser
Creative Director
National Theatre

Ollie was appointed as Creative Director of the National Theatre’s Graphic Design Studio in 2014 and is responsible for the design output across the whole organisation, which reaches a global audience through live and digital.


Ollie leads a small but multi-talented team to create work that respects the NT’s graphic design legacy whilst keeping it relevant and engaging for an increasingly diverse contemporary audience.


Besides design, Ollie thrives on searching out amusing place names and attempting to make his garden grow.


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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