• Transform magazine
  • July 30, 2021



The judges

The Transform Awards Europe will be judged by a panel of industry experts across a multitude of sectors. We have purposely looked for a panel that has experience of and knowledge in branding, marketing, corporate communications and advertising 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 years winners of the Transform Awards 'Grand prix' and the 'Best overall visual identity' to join the panel. This opportunity will be open to the 2021 winners of these awards too for our 2022 programme.

If you are interested and believe you have the necessary background to be a judge for the Transform Awards Europe 2021, please email Melanie Han.

Grace Ashton
Brand marketing consultant
One Faced

Grace is a brand marketing consultant with over 10 years’ experience working in-house and agency side for global brands across FMCG, fashion, telecoms, health and wellness. She has worked across the entire brand marketing mix including brand and product launches, above and below the line advertising, digital, content, social and influencer marketing, design, and photography and video production. She’s passionate about the value that a strong brand brings to a business in building genuine connections with audiences.

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.

Marie-Thérèse Cassidy
VP design, Europe

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.

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.

Rupert Daniels
Director, Creative, Lifestyle and Learning
Department for International Trade

As Director of the Creative, Lifestyle and Learning team at DIT, Rupert is responsible for helping UK organisations grow globally by developing their exports and attracting inward investment. His portfolio covers diverse sectors from sports, film, and television, to music, gaming, fashion, food & drink, and education. He works with teams across Government and the international network to promote international trade, drive export growth and secure investment in UK companies from overseas. 

Rupert was previously Global Marketing Director at Cambridge University Press, and held senior roles at Arsenal F.C. and FIFA. He has over 20 years of global experience across, sales, marketing, media, digital, data and branding. 

Johan Debit
Co-founder and graphic designer
Brand Brothers

Johan joins this year's panel as the winner of the '2020 Best overall visual identity'. ​Johan founded his studio in 2010 with Jean-Rémi, Brand Brothers, and has since worked on the branding of more than a hundred structures, from culture to industry. He advocates uncompromising design, based on experimentation and research, by bringing the discipline of typography to the heart of every identity project. His work appears in numerous magazines and books (Etapes, Computer Arts, AIGA Eye on Design, Communication Arts, Sandu Publishing, Viction:ary...) and has been awarded at several times in London at the Transform Awards. 

Nicola Ellul
Marketing Consultant

Alex Glancy
Creative Director

Alex Glancy is a creative director based in London. Most recently, he was creative director at Stereo, leading the studio on work for Nike, the BBC, Worldpay and others. Prior to that, Alex spent five years as Head of Creative & Design at Virgin Holidays.

Nick Horan
Global brand experience lead

In his role as Global Brand Experience Lead at Reckitt, Nick aims to drive category growth by translating design into meaningful brand experiences and sustainable innovations. Nick is passionate about using creativity as an enabler for positive societal change. He works across Reckitt’s Hygiene portfolio which includes global brands such as Vanish, Airwick and Harpic.

Nick has a wealth of knowledge on design and brand experience, having worked both agency and client-side. Before joining Reckitt, Nick worked at strategic creative agencies VanBerlo and Webb deVlam.

Kirsti Hughes
Head of Brand Marketing

Kirsti Hughes spent her early career in direct and digital agencies, working with household brand such as Cif, Bertolli, Tesco and Costa Coffee to drive value through data led marketing strategies.  Broadening her experience across multi-channel campaigns, as well as brand design and transformation projects led to an interest in brand and she has been responsible for brand marketing campaigns at AXA since 2016, including the activation of AXA’s sponsorship of Liverpool Football Club and the repositioning of AXA Health. Kirsti is passionate about harnessing the power of brand to deliver quantified commercial success and long term growth. 

Naomi Jones
Communications and marketing director

For the last ten years Naomi has been the Communications and Marketing Director for the UK and Sweden for SUEZ, one of the world’s leading water utility and waste management and recycling companies.

Having started her career in agency life specialising in public affairs and crisis management, spanning industries from retail to banking and where she started managing large teams age 23, she became the SUEZ group’s youngest ever department head and board member at 28 years old and found her home in the issues rich environment of operations.

In 2015 she project managed the SUEZ group rebrand's and repositioning in the UK and Scandinavia. Over her career at SUEZ, she has been instrumental in the employee engagement programme for a workforce which is predominantly dispersed, operational and who do not have access to computers, resulting in the company being awarded the Best Companies’ ‘Best 25 Big Companies to Work For’ accolade in 2018.

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 15 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 such as 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 in The Rothko Room at Tate Modern, or very likely hanging out with my friends and super-groovy dog, Louis (100% Poodle).

Alessandra Mariani
Brand strategist

Alessandra develops social and experience strategies for some of the world’s biggest brands including LEGO, Disney and L’Oreal. She specialises in brand, omnichannel and consumer behaviour, focusing on the intersection between functional and experiential in modern communications. Graduating from University of East Anglia with Masters in Brand Leadership, Alessandra has a passion for education, hosting masterclasses on branding at UEA, and co-creating an MSc course with Ravensbourne University. Alessandra was awarded Transform’s Young Contender of the Year 2018 for Strategy and is a confident speaker and regular spokesperson for areas of interest in the media.

Katrin Menne
Head of Branding

As Global Head of Branding Katrin is responsible for the brand strategy, brand and CI management as well as brand and innovation communication at German Science & Technology Company Merck.

Before changing to the corporate side she worked as a consultant for different agencies and consultancies running strategic brand and marketing projects in the areas of healthcare, technology or the furniture and interior design industry. At Merck she has been driving the digitalization of brand management and communication by developing and managing innovative thought leadership campaigns and implementing new digital platforms together with her team.

She is passionate about how brands can impact and change corporate culture and has been sharing her knowledge by publishing articles on branding and communication. As an active jury member over the past years she has been judging on international and national panels such as the German Design Award, the German Digital Award or the Transform Award.

Jessica Myers
Brand and marketing director
Metro Bank

Jessica is the Brand and Marketing Director at Metro Bank, and sits on the banks’ Executive Committee. She joined Metro Bank in November 2019 in this newly created role, tasked with building and leading the banks’ first brand and marketing communications function.

She has previously worked at RBS as Head of Brand Management, with responsibility for its 10 portfolio brands. Prior to this, she was responsible for brand management and advertising at Commonwealth Bank of Australia in Sydney, and has also worked at American Express.

She believes in building purpose-led brands, balancing creativity with insight to drive immediate and sustainable business growth.

Mark Norton
Creative director

As creative director of Thinkfarm for 35 years, Mark has overseen projects for companies as diverse as Yo! Sushi, Virgin Radio, The O2 and Banking Circle.

He has art-directed major music projects, including the worldwide Nelson Mandela concerts, Pink Floyd’s The Wall in Berlin, Led Zeppelin’s comeback show at The O2, and world tours for Oasis and The Rolling Stones. Mark’s just as happy sitting on the board of a FTSE-100 broker, working alongside financial heavyweights to come up with the right brand strategies to accelerate their business growth.  

It was Mark who focused attention on the Team GB brand as part of an identity refresh for the British Olympic Association, unifying the team as one body for the first time.

And there have been plenty gongs along the way from other design awards, including the coveted Grand Prix at the Transform Awards Europe 2020 for Thinkfarm's creation of the Scala Radio brand.

Matt Roberts
Digital designer

Matt is the lead digital designer at Sightsavers, a charity working to protect sight and fight for disability rights around the world.

Over the years his experience across multiple creative disciplines has strongly influenced his interest in accessibility and inclusive design. As a keen advocate he has led workshops, written articles, spoken at various events, and now sits on the BIMA Inclusive Design council where he continues to inspire organisations to design with everyone in mind.

Marissa Thomas
Head of brand
Bloom & Wild

Bio to follow


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

Supporting Partners