• Transform magazine
  • September 28, 2022



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 our two agency slots.

We will also welcome two audio branding experts to join the panel to review our audio branding category 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 2022. Learn more about the judges by clicking on the headshots to read their biographies. The 2023 panel will be revealed shortly.

Catherine Barr
Brand Strategy Lead / Head of Brand & Content Marketing

Catherine is Brand Strategy Lead at HBO Max Global and is responsible for the launch of the HBO Max brand around the world. Based out of Dubai, she leads HBO Max’s international brand launches across all non-USA markets, which started with the launch of HBO Max in Latin America in 2021, and continues with the launch of HBO Max across Europe in 2021-22. 

Prior to joining WarnerMedia, she worked with MBC to relaunch the Shahid streaming brand and was General Manager of FutureBrand South East Asia. Her experience working with brand transformation spans over 20 years across Europe, Asia, the Middle East and Latin America.

Catherine loves transformation, crossing borders and making screen time awesome.

Melissa Bayik
Head of Brand and Culture

Melissa heads the brand and culture portfolio at Arada both at the corporate level and the project level. Her responsibilities include driving the company purpose across the organisation, which includes the creation, development and governance of brands within the group, instilling a collaborative culture as well as leading the talented brand and experience design teams.

Currently she is also working on developing the creative district at Aljada including its anchor Design Museum.

Melissa is passionate about design, education and people – and believes that design is a conduit of change, and can move things on a large scale!

Joe Bush
Senior Creative Strategist

Joe is a Senior Creative Strategist at MassiveMusic. 

Joe’s passion for music began early, from touring Europe in punk bands as a teenager to DJing in front of thousands in his twenties. After graduating with a BA in Sound Art from London College of Communication, Joe worked as a freelance music composer.
Joe joined MassiveMusic in 2017 to help brands navigate the complicated world of brand sound. Since then, he’s developed creative strategies for brands like Colgate, O2, and L&G. He’s a champion of excellence in sonic branding, creating simple, distinctive work that cuts through the noise.

Mariagrazia De Angelis
General Manager, ME

Mariagrazia De Angelis is heading the Dubai office of Landor Associates, responsible for driving the project teams towards delivering outstanding service and creative quality.

During the last 9 years at Landor Dubai, she has led successful rebranding programs on a wide portfolio of local and international clients across various industries including Teliasonera across 12 countries in Eurasia and the Nordics, MIA museum of Islamic Art in Doha, Alawwal bank in KSA and Byco in Pakistan.

Before joining Landor, Mariagrazia gained branding, business strategy, and international marketing experience on both the agency and client sides in Italy and the UK.

Mariagrazia holds a BA in marketing and communication from Publitalia '80 in Milan and is an honors graduate in economics from Libera Università Internazionale degli Studi Sociali (LUISS) Guido Carli in Rome.

Christina D'Souza
Head Brand & Communications

Christina is the Head of Brand & Communications, Middle East & Africa and the Co-Chair of SoTogether, Sodexo’s gender network in the Middle East & Africa.

She joined Sodexo in 2013 in India and was responsible for enhancing and managing a formal and sustainable framework for better communication at Sodexo India.  She successfully managed the change communication for India as part of Sodexo’s global Transformation program before taking up her current role in 2017 in Dubai.

As part of her current role, Christina is responsible for promoting Sodexo’s brand in the Middle East as well as establishing new channels of communications to drive employee engagement as well as brand awareness and support business growth.

Having grown up in multicultural environments and worked in multi-geography, matrixed organizations, inclusive collaboration comes to her naturally. She is a key driver of the Diversity & Inclusion initiatives in the region and champions Sodexo’s commitment for sustainable growth through the Better Tomorrow program.

Prior to joining Sodexo, Christina has held roles within the HR and Communications verticals across large multinationals as well as start ups including Siemens, Tata AIA and Capita.

Christina is Indian and speaks English, Hindi and Marathi. She holds a bachelor’s degree in Commerce and a post graduate diploma in Corporate Communications and PR

Mohamed Fouad
Head of brand marketing

Mohamed is an experienced and award-winning marketing professional with over 15 years of rich

experience across categories and consumers in multiple geographies. He has worked across the corporate marketing and agency on leading global and regional brands across categories and produced a wealth of effective, internationally awarded work.

Mohamed has won awards at the Clio, Dubai Lynx, Loeries and AD Stars, to name a few.

Mahmoud Hassan
Content & Creative Senior Manager – AMESA Sector

Leigh-Ann Judd
Director of Customer Marketing and Communications

Leigh-Ann is the Director of Customer Marketing and Communications for Honeywell, a Fortune-100 global technology. In this role, she leads a team of marketers reaching customers in a broad range of industries – from energy and aerospace, to infrastructure and control technologies for buildings and industry, to performance materials, logistics, retail, cyber security and software solutions for enterprise performance management.


She is responsible for building and activating the Honeywell brand in the MENAT region by deploying impactful and measurable campaigns. She also oversees the Honeywell Technology Experience, a state-of-the-art customer briefing center that demonstrates the company’s latest technologies and solutions to customers that visit from around the world.


Leigh-Ann is a member of the Honeywell Middle East leadership team, and a member of the Honeywell Inclusion & Diversity Council for EMEA. She is the co-founder of Equip-ME, a professional development program for female employees in the Middle East and Turkey. Prior to her current role, she was the Director of Corporate Communications for Honeywell in the Middle East leading external and internal communications, crisis communications and community relations.


Before joining Honeywell in 2016, Leigh-Ann led marketing, communications and PR for the first publicly traded retail operator in the Middle East. Prior to that, she led marketing communications for The Dow Chemical Company in Middle East, Africa & Turkey, covering Energy. She began her career in business development and marketing in the oil and gas sector, working for AECOM and MENAS Associates.


She earned a Master’s in Management from the London School of Economics and a Bachelor’s degree in Art and Art History from Vanderbilt University in the USA. An American national, Leigh-Ann has lived in Dubai for 12 years, is fluent in Arabic and speaks basic Hebrew. She is married with two sons. On weekends, you can find her trying to keep their garden looking green or exploring the deserts and mountains of the Arabian Peninsula.

Mais Kawar
Marketing & Communications Manager – Logistics District
Dubai South

Mais joined Dubai South (Dubai World Central) in March 2013 as its Marketing Manager. Kawar and her team are responsible for all corporate marketing and branding development and management, making sure that all relevant activities are aligned with the business goals and objectives set for Dubai South Free Zone and the Logistics District.

She has brought to the organization her vast experience of successfully delivering B2B marketing and communication strategies across multiple markets. Being a highly creative and enthusiastic professional, Kawar, who has passion for building fantastic brands, excels in executing marketing strategies that deliver exceptional results.

Prior to joining Dubai South (DWC), she was the Regional Marketing Specialist of Azadea General Investment Co. Ltd. – Dubai, UAE. She is also the former Senior Marketing Specialist of Azadea General Investment Co. Ltd. – Amman, Jordan. Additionally, Kawar held various positions in leading international hotels in Jordan, including Marriott Hotel, Intercontinental Hotel, and Sheraton Hotel.

Kawar earned her M. Sc in Business Administration (MBA) - Focus on Marketing from New York Institute of Technology, Amman, Jordan, and her B.A. in Hotel and Tourism Management from Amman Ahlia University also in Jordan. She holds an International Baccalaureate Diploma as well given by Amman Baccalaureate School in Jordan.

Aaron Matthews
Chief Audio Officer
Creative Fix

Aaron is an audio branding expert working in sound for 20 years. He started his radio carer at the age of 17 and has worked across content and commercial teams for some of the UK’s biggest radio brands, including BBC Radio 1, Capital Radio and Magic FM.

Aaron is obsessed with sound and how we connect to it emotionally and has a fine-tuned understanding of how consumers interact with brands at a content level. He now heads a specialist audio team at Creative Fix, an audio agency that works with global brands on audio strategy, sonic branding, audio marketing and podcast production.

Oleg Nesterenko
Chief Growth Officer

Recently appointed as a Chief Growth Officer at STARZPLAY. Online media expert, turnaround executive, and entrepreneur (CGO, CPO, CMO, CEO) who, for the last ten years, built success stories for the most prominent premium video streaming services in MENA, Eastern Europe, CIS markets, and their diaspora all over the world. Created brands and products that became undisputed regional leaders serving nowadays more than 80 mln users combined, like STARZPLAY Arabia, Shahid by MBC Group, MEGOGO, Viasat, Volia, Kyivstar, etc.

Roxana Nicolescu
VP Brand Marketing

Roxana currently serves as VP Brand Marketing, Wego Middle East & ShopCash.com. With more than a decade of marketing experience in the region, most of it in the aviation and travel industries, she passionately drives the brand marketing activities and brand awareness growth in the Middle East for both e-comm platforms.

Roxana began in this role in October 2017 in Wego’s Dubai office where she focused on developing Wego’s Brand Marketing department as well as played a significant role in expanding the brand footprint across the region.

George Paige
Head of Brand Strategy
Farah Experiences LLC

George is an Abu Dhabi based brand strategy expert, with extensive and broad experience within the leisure, entertainment and tourism sector. Initially hailing from the UK, where he headed up Merlin Entertainments global loyalty programme, managing and licensing over 100 IP based rides and experiences and managing the marketing for one of the world’s most popular attractions, The London Eye. He has a deep understanding of how to take a brand, and turn it into a rich and immersive consumer proposition in order to drive demand.

Now currently responsible for delivering the Brand Strategy for some of the UAE’s most iconic experiences including Qasr al Watan Palace, Ferrari World, Yas Waterworld, Warner Bros. World and CLYMB Abu Dhabi.

Anja Petrovski
Marketing Director
Audi Volkswagen Middle East

With over 16 years’ experience in the advertising industry and an experienced marketer specialized in digital, content marketing, social media and advertising, Anja is the first female Marketing Director of Volkswagen Middle East. Her key responsibilities include creating and executing Volkswagen’s overall marketing strategy as well as safeguarding the brand towards its target customer segment in the region. Under her leadership, she oversees multidisciplinary agencies working with the brand to drive strategies on communication, branding and social media. She specializes in topics including marketing, campaigns, brand activations, loyalty and experience, consumer behaviour and market trends, cross-channel/omnichannel customer engagement and sales. 

Sujid Rehman
Branding and Marketing Specialist
Qatar Olympic Committee

With over 12 years of experience, Sujid has played a key role in the rebranding of India’s leading software company, Infosys Ltd, and the Qatar Olympic Committee. He was appointed as Head of Branding for two World Championships: AIBA World Boxing Championships Doha 2015 and the 48th Artistic Gymnastics World Championships Doha 2018. In 2016 he was selected to serve as a subject matter expert, speaker and panellist for the Transform Middle East Brand Summit.

Noel Tabb
Founding partner

Noel is a founding partner of Bellwether and leads the multidisciplinary design team, creating beautiful brand worlds and experiences. Recognised as a design innovator, Noel has helped create, transform and build some of the regions most beloved brands.

His creative work has been recognised both internationally and regionally, from Cannes Lions and The New York Festival to the London International Advertising Awards, The Loeries (South Africa) and the Transform Awards MEA.

Carl-Frank Westermann
Founder and CEO

The business graduate and musician Carl-Frank Westermann founded WESOUND in 2011, a sound
agency which now holds offices in Hamburg and Berlin. WESOUND advises, develops and designs
brands, among them Bayer, Audi, ADNOC, German Olympic Sports Federation, Manner, Aldi Suisse,
Cornelsen, Duden, Seat, Real, Ferrero, DFL Bundesliga und Covestro, by synchronizing their acoustic
representation with the company’s respective strategic objectives and sharpening the brand conception
as a whole. Carl-Frank Westermann is actively involved in shaping the sound topics of the future.
From 2000 to 2011, he managed the division "Sound Branding / Acoustic Brand Management" at the
Brand Agency MetaDesign in Berlin. Under his guidance, sound concepts for esteemed companies, such
as Volkswagen, Siemens, Allianz, Lufthansa, Premiere and eBay have been developed and
Carl-Frank Westermann’s works have received several awards, among them the Red Dot Award for
Communication Design, Transform Award Europe, German Design Award and German Brand Award. As
a pioneer of audio branding, he is a sought-after speaker and author of various specialist publications.
He has the honor to be a jury member for several awards of the media industry, e.g. the German Radio
Award (Deutscher Radiopreis) and the German Podcast Award (Deutscher Podcastpreis).


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